Email Marketing for Nonprofits: the Good, the Bad, the WOW
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Email Marketing Do’s (& Don’ts) for Growing Nonprofits Jessica Best Digital Marketing Evangelist [email protected] Email Marketing: the Good, the Bad & the Wow @emfluence or @bestofjess
Transcript of Email Marketing for Nonprofits: the Good, the Bad, the WOW
Email Marketing Do’s (& Don’ts) for Growing Nonprofits
Jessica BestDigital Marketing Evangelist
Email Marketing: the Good, the Bad & the Wow
@emfluence or @bestofjess
@emfluence @bestofjess
Email Marketing – How it Works
@emfluence @bestofjess
Email can send direct: At the time that it’s most relevant to the recipient
With the products/content that are personalized
Can track individual recipient engagement
… and automate your follow up
Email gets delivered: Average email read rate: 25-30%
Email Marketing – How it Works
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It’s 2015… Why Email?
Email Marketing – How it Works
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It’s 2015… Why Email?
Email Marketing – YES it Works
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So, how do you earn your $28 Return on Investment?
Email Marketing: the Good, the Bad & the WOW
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The Good = YES5 things you should always do
Email Marketing: the Good, the Bad & the WOW
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Get Permission Subscribers opt-in
(not opt-out) Set expectations
Email Marketing: the GOOD
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Get Permission Subscribers opt-in
NO harvesting email addresses from websites
Email Marketing: the GOOD
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Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
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Follow the Law: CAN-SPAM Act of 2003 Accurately identity the sender
Working opt-out mechanism
Include a physical address (or P.O. Box)
Message, Subject must have clear intent
Don’t commit fraud (duh)
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Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
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Have a Plan Send consistently (at least 1x/month)
Integrate with content marketing calendar
Set goals & define metrics for success
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Have a Plan – Send Consistently
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Use Data to Personalize
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Use Data to Target Segments
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Test & Track to LearnOpens < Clicks < Conversions Subject lines
Day of week
Frequency
Personalization
Discount/price
Email Marketing: the GOOD
Also watch your: Bounces Unsubscribes Spam complaints
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Test & Track to LearnPop Quiz: Which subject line won?
Email Marketing: the GOOD
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
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The Bad = NO5 things you should never do
Email Marketing: the Good, the Bad & the WOW
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Don’t Start From ScratchEmail = blog + social + video ++
Email Marketing: the BAD
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Don’t Use One Big Image
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Don’t Buy an Email List
Email Marketing: the BAD
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Opens: 9.46%
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Don’t Send It From Your InboxUse an Email Service Provider (ESP) to create, deploy & track
Unsubscribe managed
Feedback Loop managed
Keeps your database clean
Tracks results!
Bonus: Replace attachments with (trackable) links
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Don’t Send It From Your Inbox
Email Marketing: the BAD
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Don’t Send It Without a Pre-Send Check See what it looks like in various inboxes
Email Marketing: the BAD
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Don’t Send It Without a Pre-Send Check See if it passes common spam filters
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Don’t Send It Without a Pre-Send Check See if it passes common spam filters
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Source: Return Path 2013
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The WOW, That Kicked A$$!
Email Marketing: the Good, the Bad & the WOW
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Cross Promote to Grow2 emails = 60K new likes
Email Marketing: the WOW!
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Automation Lifts ROI Triggered Emails
Email Marketing: the WOW!
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Automation Lifts ROI Life cycle nurturing
Email Marketing: the WOW!
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Next day
2 weeks
6 weeks
10 weeks
12 weeks
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Automation Lifts ROI Ask for referrals
Email Marketing: the WOW!
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Video/Animation Drives Engagement
Email Marketing: the WOW!
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Video/Animation Drives Engagement
Email Marketing: the WOW!
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Preheaders That $ell “2nd subject line”
View as Webpage
White List request
Email Marketing: the WOW!
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Email Marketing: the WOW!
Tell Stories$
Email Marketing Do’s (& Don’ts) for Growing Nonprofits
Jessica BestDigital Marketing Evangelist
Email Marketing: the Good, the Bad & the Wow
@emfluence or @bestofjess
@emfluence @bestofjess
Email Marketing: the WOW!
Business-to-Business
Desktop 79%
Mobile 21%
Business-to-Consumer
Desktop 47%
Mobile 56%
Keep mobile in mind$
