A short presentation I did for my weekly mini-webinars. Learn more and sign up here: http://www.johnhaydon.com/subscribe/

1. FIVE SIMPLE WAYS TO INCREASE EMAIL OPEN RATES

2. Pick the best time to
send your email
1
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From GetResponse

3. Pick the best time to
send your email
1
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From GetResponse

4. 2
Send the email from
someone the
subscriber knows
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5. 2
•Your org!
•Your spokespeople!
•Your campaign!
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Send the email from
someone the
subscriber knows

6. 2
•Your org!
•Your spokespeople!
•Your campaign!
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Send the email from
someone the
subscriber knows

7. Create donor-focused
triggered messages.
3
•After subscribing!
•After making a donation!
•After signing a petition!
•After participating in a photo contest!
•After logging into their membership
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From Expert Sender

8. Use social media to
announce when
you’ve sent it.
4
•Send out a Tweet or an update on
Facebook that your newsletter just
went out.!
•Include a link to your subscribe page.!
•Works well with orgs that have an
active social following.
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9. Make a strong value
statement
5
•Free download!
•Incentive to register early for an event!
•Useful information!
•Remember: You only have half a
second to grab their attention!
Two Must-Sees in One Email! (Sender: Stoneham
Theatre)!
One More Week Until One Seed at a Time (Sender:
Museum of Science)!
Last Chance to Win a Custom Bike while
Supporting WBUR (Sender: WBUR)!
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And of course, the subject line…

10. Make it urgent!
5
•Petitions!
•Deadlines!
•Scarcity
"My daughter's friend was shot last night" (Sender:
Moms Rising)!
Forward this: (Sender: Barack Obama)!
Pick up the phone right now (Sender: Barack
Obama)!
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And of course, the subject line…

11. Use Power words
5
•Evoke emotion!
•Evoke a sense of identity
Exxon hates your children (Sender: Move On)!
There's WHAT in My Couch?!?!? (Sender: Moms
Rising)!
The incredible Barack Obama victory speech
(Sender: Barack Obama)!
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And of course, the subject line…

12. Make it curious
5
•Tell half the story!
•Say something unexpected!
•Create dissonance!
Important announcement (Sender: Barack Obama)!
Pink has a new color (Breast Cancer Foundation)!
This is bad: (Sender: Barack Obama)!
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And of course, the subject line…

13. Make it personal
•Merge first name into the subject line!
•Captures attention!
•Could feel creepy
Have no regrets, John: Sign up (Sender: Moms
Rising)!
John, don't wait -- time is running out! (Sender:
Planned Parenthood)!
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And of course, the subject line…5

14. Coach and consultant: Helping nonprofits create smarter marketing and online fundraising.!
Author: Facebook Marketing for Dummies, 3rd and 4th Editions!
Creator: The Nonprofit Facebook Bootcamp!
Instructor: Marketing Profs University and Charityhowto!
Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud’s BBCon, New Media Expo, TechSoup,
GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.!
Clients: Twin Cities Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for
Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo,