IAB/UN Ltd Digital Training Email Marketing - Not … · IAB/UN Ltd Digital Training Email...

© 2015 Zuni | All Rights Reserved | Confidential

IAB/UN Ltd Digital TrainingEmail Marketing - Not For Profit Sector2015


Valentina Borbone

Currently Co-owner & Client Relationship Director of specialist digital consultancy, Zuni

Current clients include Lend Lease, Camp Quality, The Shepherd Centre, Macquarie University, Mirvac, Stockland and ABC Music.

22 years marketing experience and digital instructor for the last 5 years


The Email Marketing Landscape

Planning Email Strategy

1 Growing your database

2 Getting your email opened

3 Getting your email read

4 Getting them to act on your email

Todays Agenda

Data Management

Summary Top Tips


Who’s Using Email

Source: ExactTarget’s Digital Down Under Report 2013


What’s the first thing you check online in a

day?

Source: ExactTarget’s Digital Down Under Report 2013


Email what do businesses think of it?

Source: eConsultancy Email Census 2015


What do you think of your organisations

use of email?

44% of us say our company’s email is AVERAGE

Source: eConsultancy Email Census 2015


Planning your email strategy

• Integrating email into your existing marketing strategy

• Know your function and purpose of email (acquisition or

retention)

• Quality of database


Step 1 Growing the database

• How are you capturing emails and opt in permissions?

• Look at all your touch points

• Social media

• Events/Fundraisers

• Website

1


Website Email Sign Up

• Do you have a sign up form on your website?

• Is it in a prominent position?

• Is the call to action clear?

• Do consumers know what they are signing up

for?


Great Sign up examples


Step 2 Getting them to open your emails

2


Email Marketing Relevance

• No “magic tricks” of email; it’s all about

relevance:

Send me the right message

At the right time

About the right topic based on what suits me – not the sender

Right Content Right TimeRight Target+ +


Benchmarks click to open rate

Source: Silverpop Email Benchmark Study 2013


Benchmark click through rates

Source: Silverpop Email Benchmark Study 2013


Subject lines are headlines

• Three simple headline ideas to give us some thought-starters

News / Urgency

How it affects the individual

Arousing curiosity

• A good headline should always refer to the key benefit or point of

interest to the reader

• A good headline will give you the leading idea from which your copy

should flow


NFP / Charity Subject lines and keywords

Source: Adestra Subject Line Analysis Report 2013

Most ignored word in NFP / Charity Sector DONATION

Word delivering the greatest result

HELPING


Framing a great subject line

Donate for our winter appeal

Help Jane have a hot meal this July


Examples of good non profit headlinesA message from Helen Mirren and Taylor HackfordWhy the cheerleaders shaved their headsYour last chance to help the animals in 204!Only hours left – please make your gift before midnight Help One More Child with an Intellectual Disability We’re so close to our goal for animals! An Ocean of Good URGENT: year-end deadline This water is like freedom They Told Me I’d Never Run Again What any mother would do Performing surgery in a cave Turning hopeless into thank youDo you love sea turtles as much as we doPeter wrote a letter and shook the worldGet on the map with me and StingWe won’t stop until they doYou can help kids like Aiden


Step 3 Get them to read the email

3


Getting the email readOnce they’ve opened it:

• We have to reward them for open it by making it relevant

• The copy and visuals needs to follow on logically from the subject line

• We have to maintain our hold on their attention

• Develop their interest

• Sell the next stage, and…


Getting the email readKeep it brief & easy to read:

• Short emails get a higher response than longer ones

• Highlight key words and offers

• Break up into bite-sized chunks:- Sub heads and bold headers- Bullet points- Links throughout

Talk about them, not us:

• 7:1 ratio of ‘you/your’ to ‘we/our’

• 61% of people prefer personalisation

• 35% believe personalisation would impact on buying intent (DoubleClick Consumer Email Study)


Principles of email design

Design with image blocking in mind

Be brand consistent Include Call To Action that resonates with

readers


Examples of good non profit email design


Templates and Frequency

• Create templates for different email purposes

– Welcome a new subscriber

– Thank you for a donation

– Volunteer guidelines

– Newsletter

– This is how we used your donation

• Determine frequency of different emails– Monthly newsletter

– Thank you for donation immediately after donation

– This is how we used your donation 2 months later


Mobile is increasingly important

65% of all email gets opened

first on a mobile device

16% of the 65% in the report,

open first on tabletsSource: US Consumer Device Preference Report: Q4 2013


Design for the mobile inbox

What to do:

• Keep subject lines to 25 characters

• Decrease number of navigation items

• Increase size for smaller fonts

• Use prominent colours for links

• Create larger buttons and links

• Add padding between sections

• Design whole sections to be clickable


Step 4 Get them to act on the email

4


Step 4 Call to Action

• Include Call To Action that resonates with readers

• Remember that readers will visually switch off to ‘click here’,

‘read more’ repeated through content

• The impact of Call To Action wording can dramatically

impact effectiveness of email


Designing great calls to action


Getting them to act

The call to action (CTA):

• Buttons for top and bottom

• Include throughout the text using underlines

• Word it persuasively – which sounds better?:

– “buy now”

or

– “start enjoying your new ….. now”

Make them an offer:

• Relevant to the customer, your brand and your budget

• Makes it worthwhile to act now and act with you


Data Management

• What data to capture to get the most relevant/personalised customer experience

• Segmentation to drive relevance

• Compliance with the SPAM act


Example good data capture page


Student Exercise Data Capture Online

Identify improvements in the sample data capture

form

Think about the principles we’ve just discussed


Spam Act Fundamentals

Commercial communications must not be sent without consent

All commercial communications must include accurate sender details

All commercial communications must contain a ‘functional’ unsubscribe facility


Email Performance Metrics

The standard metrics that most email marketing tools can track:

Delivery rate

Open rate

Click-through rate (CTR)

Click to open rate (COTR)

Subscriber retention rate

Bounce rates

You may need to get the more complex metrics from other tools :

Donations / Fundraising efforts

New volunteers


What you measure relates to your objectives

• Objectives for the email activity must be clear eg

– Brand awareness

– Traffic to site

– Fundraising efforts

– Increased customer retention

• The measures of success should be set eg

– Increase traffic to site by x%

– Increase fundraising from $x to $y

• This determines what to measure and what tools are needed


Summary Step by Step

Success• Consider how your email strategy integrates with

your overall marketing strategy

• Grow your database, in particular web site opt in,

events, social media

• Make your emails relevant and personalised

• Improve subject lines / headlines

• Follow good email design principles

• Use templates for specific purposes or segments


Summary Step by Step

Success• Frequency, stay consistent

• Include clear call to action

• Ensure a highly effective landing page

• Capture the right data for segmentation /

personalisation

• Measure and track how amazingly effective your

email marketing strategy is…

? © 2015 Zuni | All Rights Reserved | Confidential

Thank YouValentina Borbone

Client Relationship Director

E: [email protected]

P: 02 9516 5480

T: valentina1975

G+: valentina1975

L: au.linkedin.com/in/valentinaborbone/

mailto:[email protected]

IAB/UN Ltd Digital Training Email Marketing - Not … · IAB/UN Ltd Digital Training Email...

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