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Delicious Digital Email Marketing Secrets Wellington 21st June 2016

Nice to meet you

Shanelle Newton Clapham

Consultant with more than 12 years experience in digital marketing & fundraising

Author: Attracting Donors Online

Imagine…

What you could achieve if all your emails are opened . . . . .

What we’ll reveal

• How to get people to open your emails• What email templates get the best results• How to get people to give via email• How to segment based on their behaviour• Who in Fundraising is doing email well?

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How to get people to open your emails and click

1. Subject Lines

What to do

•3 words•Be personal•Be timely and useful•First Letter Capitalisation•Localise

* Mailchimp research

What to avoid

• Free• Help *• Reminder *• Percent Off *• All CAPS• #!$

2. From name

• A person, not an organisation• Someone with credibility• Sign off/ Signature

Write in the first person

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3. Linking

• Logo link to Homepage• 1st line link• Call to actions• Linking underscored

(brand guidelines can differ)

• PS with link• Clickable images/ alt text

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What email templates get the best results?

Email templates & layout

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P.S. Save the Fairy Possum

• Preview pane• Get straight to the point• Minimal header• Strong call to action• P.S.

Solus eDMs

There is no right or wrong(with newsletters)

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How to get people to give via email

Email giving

• Make it relevant to the donor’s life

• Make sure ask fits criteria for giving

• One clear ask – what it’s for and why

• Dual button Call to Action(s)• Focus on the one, not the

many (case study)• Every link goes to same

destination URL.

It’s all in the landing page

How to segment based on their behaviour

Data & segmentation

Who in Fundraising is doing email well?

Questions?