how have we made money from email
DESCRIPTION
Presentation at the Institute of Fundraising Direct Marketing conference on the 21st February 2011TRANSCRIPT
Making money from email
Danielle Atkinson
21/02/2011
Who is Merlin?
International health charity
Founded in 1993 by three friends
Work in 14 countries around the world
2009: Where we were
Email list static at 2,500 names
Online income of £55,767
Sending 4 e-newsletters a year
Ad-hoc emails for emergencies
Average open rate of 14%
Average click through rate of 0.75%
2010: Where we went
Email list grown to 9,000 names
Online income of £272,345
Sending monthly e-newsletters
Ad-hoc emails for emergencies
Donor retention emails
Average open rate of 24%
Average click through rate of 6%
2011: Where we’re going Email list grown to 9,500 names
Online income target of £250,000
Sending monthly e-newsletters
Ad-hoc emails for emergencies
Donor retention emails
Latest open rate of 26%
Latest click through rate of 7%
Testing, testing, 1, 2, 3
Subject lines
Ask
Timing
Creative
Send times
What do our donors want?
To feel valued
To be shown the difference they make
To give money
To be thanked
To be engaged
How are we talking to them?
One to One
Personality
Making it about them, not us
Warm & credible
A trusted source of information
Christmas 2010
Most successful email of 2010
Not an emergency email
Subject line: Be a Merlin hero – make a donation
Open rate: 44%
Click through rate: 17%
Raised £42,890
Merlin top tips
Personalisation
Keep it simple
Keep it regular
Test
Monitor your results
Have an organisation wide email plan
Follow us on Twitter:@MerlinUK
Find out more about our work now:www.merlin.org.uk