5 ways to improve your email campaigns

93 billion marketing emails are sent every day. [THE RADICATI GROUP]

The struggle for ATTENTION in the INBOX is real.

Data from VentureBeat. Image from Campaign Monitor.

EMAIL DELIVERS THE BEST ROI

Tanya Wheeler-BerlinerDirector of Marketing, Email on Acid

• 10 years of nonprofit communications, public relations, and marketing experience• Local, regional, national organizations• Health care, education, human services fields

@tanyawb #fallconf15

Who are you?• What is your role?

• What type of nonprofit are you at?

• How long have you been running email marketing campaigns?

• What software or service are you using?

What is your current email strategy?• What types of email are you

sending?• How often?• To whom?

What are the goals of your email marketing program?• Brand awareness

• Relationship building• Fundraising• Advocacy

1START WITH SEGMENTATION

5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

64% of nonprofit organizations segment their email communications in some way. [Hubspot]

START WITH SEGMENTATION

START WITH SEGMENTATION

Event attendance Past donation

amountsVolunteering history

Lifetime giving totalProgram/advocacy

interestsCity, state, zip codeEmail activity

SEGMENTATION EXAMPLES

SEGMENTATION EXAMPLES

SEGMENTATION OPTIONS• Age (8%)

• Communication preferences (28%)

• Donation amount (36%)

• Donation type (26%)

• Duration of support (24%)

• Email activity (10%)

• Gender (3%)

• Income level (6%)

• Online or offline action history (30%)

Make a list of 3-5 different ways you can and should be segmenting your email list.

2MAKE A GOOD FIRST IMPRESSION

5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

33% of email recipients open an email based on subject line alone. [Salesforce]

noreply@xyz.org

FROM/SENDER NAME

info@xyz.orgnewsletter@xyz.org

SUBJECT LINE

PREHEADER TEXT

PREHEADER TEXT

INITIAL OPEN

What steps do you need to take to make a better first impression?

3USE A RESPONSIVE TEMPLATE

5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

70% of smartphone users say they delete emails immediately if they do not render properly. [Acxiom]

USE A RESPONSIVE TEMPLATE

USE A RESPONSIVE TEMPLATE

USE A RESPONSIVE TEMPLATE

FIND A RESPONSIVE TEMPLATE• Your email service provider

• Free templates online

• Paid templates online

• Email design companies

TEST BEFORE YOU SEND

What do the emails you send really look like when they arrive in the inbox?

4SIMPLIFY & OPTIMIZE YOUR CONTENT

5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

36% of nonprofit organizations sendemail campaigns with competingcalls to action. [Online Marketing Scorecard]

SIMPLIFY YOUR CONTENT

SIMPLIFY YOUR CONTENT

You have 8.25 seconds to capture someone’s attention.

• Less is MORE

• Just 1 call to action

• 1-2 sentence teasers with links to articles

• Simple, clean design

Considerations for compelling content:

Eliminate email clutter! Define 1-3 goals for each campaign and stick to them.

5STICK THE LANDING (PAGE)

5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

Only 16% of donation pages are optimized for mobile devices. [Online Marketing Scorecard]

STICK THE LANDING (PAGE)

STICK THE LANDING (PAGE)

STICK THE LANDING (PAGE)

STICK THE LANDING (PAGE)

Considerations for good landing pages:

• Consistent with email campaign

• Simple

• Responsive design

Using videos on a landing page can increase conversions by 86%. [Eyeview]

Think about email campaigns as a experience. Where and how does the journey end?

?QUESTIONS?

??

THANK YOU!