In this webinar Megan Lewis, Blackbaud Pacific’s Digital Marketing & Events Specialist, looks at the importance of email in your organisation and discusses 3 easy ways to improve your email strategy with limited resources.
To view the full recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past
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EMAIL IS IMPORTANT…NOW WHAT?
HOW CAN YOU SHAKE UP YOUR EMAIL STRATEGY TO HELP MAKE A
CHANGE:
FREQUENCY
DESIGN
TESTING
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FREQUENCY
Source: Chadwick Martin Bailey
69% TOO MANY EMAILS
THEY UNSUBSCRIBE
IS THE #1 REASON
OF SUBSCRIBERS SAY
HOW OFTEN ARE YOUR DONORS HEARING FROM YOU?
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FREQUENCY
CUT BACK
Source: http://www.emailmarketingtipps.de/2013/04/25/whats-your-best-email-frequency-heres-the-math/
Campaigns/Email per
month
Click rate per campaign
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FREQUENCY
SEGMENT
YOU HAVE A LOT OF DATA – SO START THERE!
LOCATION:
DONATION TYPE:
SPONSORSHIP
REGULAR GIFT
ONE TIME DONATION
P2P FUNDRAISER
PASSION GIFT
COUNTRY
CITY
STATE
NEIGHBOURHOOD
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DESIGN
WHY KEEP IT SIMPLE?
THE AVERAGE
ATTENTION SPAN IN
2012 WAS
SECONDS
Source: http://www.statisticbrain.com/attention-span-statistics/
8
THE AVERAGE
ATTENTION SPAN IN
2000 WAS
SECONDS12
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DESIGN
• THE AVERAGE EMAIL METRICS FOR ASSOCIATIONS INCLUDE A 98.15% DELIVERY RATE,
32.36% OPEN RATE, 21.08% CLICK RATE, AND A .051% UNSUBSCRIBE RATE
• SHORTER SUBJECT LINES CONTINUE TO OUTPERFORM LENGTHIER SUBJECT LINES.
SUBJECT LINES WITH FEWER THAN 10 CHARACTERS SAW THE HIGHEST OPEN RATES AT
51%
• EMAILS CONTAINING MORE LINKS HAD HIGHER CLICK-THRU RATES
• EMAIL ENGAGEMENT DECREASES AS THE LIST SIZE INCREASES
A FEW EMAIL DESIGN STATISTICS
Source: Informz.com
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DESIGN
• DO YOU NEED IT? IF NOT, GET RID OF IT.
• DO YOU REALLY NEED IT? IF NOT, GET RID OF IT.
• THIS INCLUDES TEXT, COLOURS, FONTS AND FORMATTING
• SIMPLIFY, SIMPLIFY
• ALLOW COMPLEX FEATURES TO DEGRADE GRACEFULLY
• EXAMPLES INCLUDE ALT TEXT FOR IMAGES THAT DO NOT SHOW AND BACKGROUND-
COLOURS FOR BACKGROUND IMAGES THAT DO NOT SHOW
• UNDERSTAND THAT SOMEONE, SOMEWHERE WILL NOT SEE IT THE WAY YOU INTEND AND
WORK TO MAKE THE EMAIL COMMUNICATE ANYWAY
DECIDING ON CONTENT
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SUMMARY
SO GIVE IT THE ATTENTION IT DESERVES
- LOOK AT WHERE YOU CAN CUT BACK YOUR EMAIL FREQUENCY
- THINK ABOUT HOW YOUR MESSAGING WITHIN YOUR CONTENT COMES ACROSS
AND HOW YOU CAN PERSONALISE YOUR MESSAGES THROUGH SEGMENTATION
- CREATE A DESIGN THAT IS SIMPLE AND EFFICIENT FOR YOUR READER
- TEST TEST TEST – WHAT WORKS FOR YOU WILL BE DIFFERENT THAN WHAT
WORKS FOR OTHERS SO TEST AS OFTEN AS YOU CAN AND THEN BE OPEN TO
CHANGES THAT MAY NEED TO OCCUR
EMAIL IS IMPORTANT