Tech4Good: Email marketing for nonprofits
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Email Marketing for Nonprofits Personalization and Segmentations Tech4Good SWFL w/ Birgit Pauli-Haack
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Transcript of Tech4Good: Email marketing for nonprofits
Email Marketing for Nonprofits
Personalization and Segmentations
Tech4Good SWFL w Birgit Pauli-Haack
Agenda
Dinner Introduction NPTech NewsEmail Marketing 4 NonprofitsQ amp AThe End
NTEN
Submit a session proposal for the 2017 Nonprofit Technology Conference bull Have a topic yoursquod like to present (or see presented) at the Conference
next year Share your ideas httpbitly17ntcproposals
Take the 2016 Technology Benchmarks and Staffing Surveybull Complete the survey and yoursquoll be entered in a chance to win a $500
VISA gift card httpbitly16techstaffing
Write for usbull Share how yoursquore using technology for social change by writing for
Connect our blog and monthly newsletter httpbitlywritefornten
NTENorg | facebookcomNTENorg
Techsoup Netsquared News
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Agenda
Dinner Introduction NPTech NewsEmail Marketing 4 NonprofitsQ amp AThe End
NTEN
Submit a session proposal for the 2017 Nonprofit Technology Conference bull Have a topic yoursquod like to present (or see presented) at the Conference
next year Share your ideas httpbitly17ntcproposals
Take the 2016 Technology Benchmarks and Staffing Surveybull Complete the survey and yoursquoll be entered in a chance to win a $500
VISA gift card httpbitly16techstaffing
Write for usbull Share how yoursquore using technology for social change by writing for
Connect our blog and monthly newsletter httpbitlywritefornten
NTENorg | facebookcomNTENorg
Techsoup Netsquared News
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
NTEN
Submit a session proposal for the 2017 Nonprofit Technology Conference bull Have a topic yoursquod like to present (or see presented) at the Conference
next year Share your ideas httpbitly17ntcproposals
Take the 2016 Technology Benchmarks and Staffing Surveybull Complete the survey and yoursquoll be entered in a chance to win a $500
VISA gift card httpbitly16techstaffing
Write for usbull Share how yoursquore using technology for social change by writing for
Connect our blog and monthly newsletter httpbitlywritefornten
NTENorg | facebookcomNTENorg
Techsoup Netsquared News
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Submit a session proposal for the 2017 Nonprofit Technology Conference bull Have a topic yoursquod like to present (or see presented) at the Conference
next year Share your ideas httpbitly17ntcproposals
Take the 2016 Technology Benchmarks and Staffing Surveybull Complete the survey and yoursquoll be entered in a chance to win a $500
VISA gift card httpbitly16techstaffing
Write for usbull Share how yoursquore using technology for social change by writing for
Connect our blog and monthly newsletter httpbitlywritefornten
NTENorg | facebookcomNTENorg
Techsoup Netsquared News
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Techsoup Netsquared News
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
NetSquared Global Network
bull50 groups bull20 countries
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Storymakers2015 - Voting until June 15Public Voting until June 15httpbitly24wW9cc
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Tech4Good SWFL Upcoming Events in Naples
July 5th 2016 - 3 Year Birthday Party
August 2 2016 - Google Analytics For Nonprofits
September 6 2016 - Getting ready for GivingTuesday SWFLGives
Suggestions
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Resources
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
NPTechProjects Workshop June 16 $1500
httpbitly1r9G4Mm
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Email Marketing for Nonprofits
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Assumptions
Email marketing
Using an Email Service Provider (Mailchimp Constant Contact Infusionsoft Drip)
Permission based emails (Opt-in)
Semi-automatic process of subscriptions
These are not other people They gave you permission to be in their inbox
Main purpose
Communicate with people you know and want to learn more about
Make friends
2nd asked long time supporter
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
What do people want
Source Abila Donor Loyalty Study
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Subscriber on Your Engagement Ladder
Here example Facebook
1)How does this look for people coming through Website or through Twitter or Snapchat
2)What happens after subscription
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Segmenting during sign-up process
What can various segmentations be
Zip Code
Interests
What else
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
eNewsletter Reporting
Format
Headlines
Teaser
Link
One column
With call to actions
on bottom
Example
NPC
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
eNews - voting for content via mousetouch
Whatrsquos high performing content w our loyal subscribers
Segmentation overtime via interest
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Subscriber Activity Rating
1 Star Negative activity score (-5 to -1) This recipient has either unsubscribed and resubscribed or soft bounced in the past
2 Star No activity (score of 0) This recipient is most likely a
new member or a previously engaged member whos gone
dormant
3 Star Limited activity (score of 1) This recipient opens or
clicks your campaigns but is either not consistently
engaged or hasnrsquot been on your list long enough to have
earned a higher rating
4 Star A moderate amount of activity (score of 2 to 5) This
recipient often opens or clicks your campaigns when you
send
5 Star A high level of engagement (score of 6 to 14) This
recipient opens or clicks your campaigns very consistently
Segmentation by Activity 2 campaigns
1) Active one 4+5 star 2) Inactive 2+3 stars = increase open rate
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Benchmarks
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Frequency
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
Benchmark - Unsubscribe
When do people unsubscribe Bad Content + Bad Frequency
- Email Marketing for Nonprofits Personalization and Segmentatio
- Agenda
- NTEN
- Slide 4
- Techsoup Netsquared News
- NetSquared Global Network
- Storymakers2015 - Voting until June 15
- Tech4Good SWFL Upcoming Events in Naples
- Resources
- NPTechProjects Workshop June 16 $1
- Email Marketing for Nonprofits
- Assumptions
- What do people want
- Subscriber on Your Engagement Ladder
- Segmenting during sign-up process
- eNewsletter Reporting
- eNews - voting for content via mousetouch
- Subscriber Activity Rating
- Benchmarks
- Frequency
- Benchmark - Unsubscribe
-
