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Transcript of AO Community Conference Presentation v3
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8/7/2019 AO Community Conference Presentation v3
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Increasing EmailResponse Rates
Andrea Grimm, Chief Development Officer,Alzheimer Society of Canada
Michael Johnston, President, hjc
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Despite what some say email is
still important
.
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But more often than not it is
unsolicited
More than 97% of all e-mails sentover the net are unwanted
2010 - (January) 183 billion SPAM
emails per day
Canadians are relatively low on thelist of worldwide SPAM recipientsbecause of lower public tolerance and
greater media scrutiny.
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So how do you make sure youre
breaking through the noise?
.
Send interesting relevant material, thinkingstrategically at all timesBe results drivenBe mindful of the lawDo everything in your power to make sureyour emails are getting through and are
formatted correctly
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How Canadians use and value different
communication types from non profits
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Email is reasonably popular across
generationsGen Y67% think email is anappropriate prospectingchannel
Gen X60% think email is anappropriate prospectingchannel
Boomers52% think email is anappropriate prospectingchannel
Civics40% think email is anappropriate prospecting
channel
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How do you get supporters on your
email list?
Decima eodem modo typiqui nunc nobis videnturparum clari fiantsollemnes in?
Gothica quam nunc
putamus parum claramanteposuerit litterarumformas humanitatis perseacula quarta.
Iriure dolor in hendrerit in
vulputate velit essemolestie consequat, velillum dolore eu feugiat.
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Give a REASON why you want their
email address
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Collect relevant information during
sign up
Sign up is the ideal pointto find out the kind ofinformation that will allowyou to personalize your
content.
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To make sure youre emails are
getting throughfollow the rules
It is customary to follow in Canada to abide by the requirements of the US CAN-SPAM act.
No deceptive headers, misleading content & false return addresses.
Subject line which accurately reflects the content of the e-mail.
From with the name of the advertiser.
Clearly identify the message as an advertisement or solicitation.
Cannot use harvested or algorithm based e-mail addresses.
Valid return address or link to permit recipient to opt-out of future e-mail solicitations fromthat sender.
Comply with opt-out requests within 10 business days of receipt & the e-mail address orweb page must be functional for 30 days after the mailing.
Include senders physical postal address.
Do not use e-mail addresses harvested by automated mean
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Deliverability is key
Your email service provider needs to be reputable
You have to check your content for SPAM flagse.g. dont type in capslock, dont just sendimages,
You can try and get people to add yourorganization to their address books
Use HTML wisely and always send a plain textversion
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Make your content easy to
understand
Consider the very first thing auser sees in your email especially with images turned off.
Image URLon a
blackberry
Big whiteboxes and
no indicationof what theactualcontent is
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Anatomy of a good email appeal design
One linestating whatthe rest ofthe email isabout(previewpane)
Cleargraphic callto action
Calls to actionwithin the copy Real signature
looks more personal
Graphicshare links
Clear branding
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Testing: how you find out what is good email
design for your organization
One linestating whatthe rest ofthe email isabout(previewpane)
Cleargraphic callto action
Calls to actionwithin the copy Real signature
looks more personal
Graphicshare links
Clear branding
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Summary ofcontent linkingto webpage
Lots of imagery
Block of content toallow for easy reading
Clear call toaction
Anatomy of a good enews design
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Proprietary and Confidential 17
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Proprietary and Confidential 18
Testing helps you decide what is a good email for you
70 Women Appeal Summary
Test Email #1 vs. #2 Results
Number of emails sent 2000/2000
Number of responses 140/0
70 Women e-appeal Results
Number of emails sent 34960
Number of responses 1840
Percentage of emails opened
(Open Rate)
39%
Percentage of emails clicked
through
12%
Percentage of petitions
signed
5%
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Cross browser check to ensure
consistency
The sad fact is no matterhow good your html coderis email browsersdisplay emails differently.You HAVE to check your
email across browsers toensure consistency.
We use Litmus App
You can also rely onseveral email accounts
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Spot the odd one out
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Benchmarks
Source: http://www.e-benchmarksstudy.com/ (M+R)
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Every organization is different
Benchmarks can very widely based on theorganization and list.
You should try and compile your own history andestablish your own benchmarks for success
Open Rate Clickthrough rate Uns
u
bscriberate Forwardrate
Advocacyenews
35.56% 9.61% 0.59% 3.42%
Generalenews
17.18 3.81% 0.53% 1.28%
Fundraisingappeals
17.60% 1.66% 0.44% 0.35%
Alzheimer Society benchmarks
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ROI of email vs. other channels
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Multi-part emails tend to perform
well
Multi-part emails let you tell a longer story
You can coordinate with other marketing
efforts e.g
.pre or post DM
You can build a case for support over time
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Have a narrative through your
campaign
Multi-part emails can takethe user through anarrative so they followa campaign
10 by 20 is an ongoinginitiative to get thegovernment to adopt 10actions that will reducethe number of peoplesuffering from dementiaby 2020.
This email introduced thecampaign
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Each email builds on the last
Emails in the series focuson different aspects tohelp get the 10 by 20action plan in place inOntario
Emails have a local focusthat really speaks to thelist
The email has a sense ofurgency by saying when
the bill will be debated.
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Special content sent to previoussupporters
General content sent toremaining list
Segmentation of lists
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The user is made to be center of the
story
The reader is reminded ofthe previous email andtold what the outcomewas.
They are now very much
part of the 10 by 20 story they are following itsprogress.
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The narrative is woven into other
communications
The narrative is continuedin ongoing organizationcommunication forexample the enewsletter.
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Multi-part emails
Dont worry too much aboutover messaging if you aresending good content andfollowing a narrative people
dont mind too much.
Keep a consistent look and feelthrough a multi-part messageseries
Use multi part emails tointegrate with other marketingchannels e.g. pre and post DM.
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More is better
NY
PL holiday email series
2007 one appeal is sent
0.35% unsubscribe
2008 four appeals are sent
0.35% unsubscribe
2009 four appeals sent to alarger list.
0.35% unsubscribe $0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
Holiday 07 Holiday 08 Holiday 09
Total revenue from email
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Segmentation and conditional
content
Segmentation should be a core part of your strategy how can you make emails most relevant and mostinteresting for audiences?
Recency Donor/nondonor
Channel Interests
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For a lapsed donor, who loves dogs
and gives through the mail
Dear Mr X ,
We havent heard form you for a while.I hopeyou received the package we sent recently.Itwas about the animals you can help this
year, like vulnerable street dogs in yourcommunity.
Sed ut perspiciatis unde omnis iste natus errorsit voluptatem accusantium doloremquelaudantium, totam rem aperiam, eaque ipsaquae ab illo inventore veritatis et quasiarchitecto beatae vitae dicta sunt explicabo.
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For a lapsed donor, who loves cats
and gives online
Dear Mr X ,
Youre last gift meant so much to us.I hope youreceived the email we sent recently.It was allabout animals you can help this year, like
vulnerable cats.
Sed ut perspiciatis unde omnis iste natus errorsit voluptatem accusantium doloremquelaudantium, totam rem aperiam, eaque ipsaquae ab illo inventore veritatis et quasiarchitecto beatae vitae dicta sunt explicabo.
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Personalization
36
Advanced
Segmentation Data Provides
Insight
Dog version
Neutral version
Subject: Sponsor a ShelterCat this Holiday
Subject: Sponsor a ShelterDog this Holiday
Subject: Sponsor a ShelterPet this Holiday
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Personalization
37
Personalized messaging to donor segments with cat/dogsegmentation data performed 300% better than neutral messaging todonor segments without segmentation data.
Personalized messaging to non donor segments with cat/dogsegmentation data performed 170% better than neutral messaging to
donor segments without segmentation data.
Open Rates among recipients with advanced segmentation data
were 140% to 220% higher than those without advancedpersonalization data.
Can you do the puppy and kitty gambit online to improve results?!
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Email bounce backs count
38
A k h i h i k d
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Ask the right questions, keep data
clean
To be able to segment effectively you need to askrelevant questions of your donors: Who are they?
What do they like?
What to do they want to hear from you?
You also need to keep your data in eactivist tidy and upto date.