1. 4/21/2014 #bbcon @sophialatto @mikesnusz 1
20 Tactics to Increase and
Engage Web Traffic
PRESENTED BY SOPHIA LATTO & MIKE SNUSZ

2. 4/21/2014 #bbcon @sophialatto @mikesnusz 2
INTRODUCTIONS
SOPHIA LATTO, PRINCIPAL CONSULTANT – UX DESIGN
I help nonprofits develop internet strategy around building
constituent relationships, delivering compelling messages, and
online fundraising. Prior to joining Blackbaud, I worked as a
Creative Director at a design and marketing agency in New York
City that specialized in online marketing and communications for
the non-profit, utility, beverage, and financial sectors.
MIKE SNUSZ, SR. INTERNET MARKETING CONSULTANT
10+ years of fundraising experience. Areas of focus include
email campaigns, online giving, SEO, website, analytics and
social media. Previously managed the turnaround of the Ride For
Roswell event, including it’s three-year growth from
$330,000 to $1.2 million. Focuses on helping nonprofit build
constituent relationships online, deliver compelling messages
and maximize giving opportunities.

3. 4/21/2014 #bbcon @sophialatto @mikesnusz 3
DRIVING QUALITY TRAFFIC

4. 4/21/2014 #bbcon @sophialatto @mikesnusz 4
OPTIMIZE SEO FOR LOCAL SEARCH
1

5. 4/21/2014 #bbcon @sophialatto @mikesnusz 5
SEARCH RESULTS ARE MORE
LOCALIZED, ESPECIALLY ON MOBILE

6. 4/21/2014 #bbcon @sophialatto @mikesnusz 6
HOW CAN YOU IMPROVE LOCAL SEO?
1. Get reviews on Google+
(Good ones matter)
2. Complete profile 100%
3. Add photos
(First one is your profile)
4. Review categories
5. Link to other reviews
BUILD OUT GOOGLE+ LOCAL PROFILE

7. 4/21/2014 #bbcon @sophialatto @mikesnusz 7
IMPROVE CITATIONS
• What’s a citation? Anywhere that uses your name, address and
phone all on same page
• Everything must exactly match your Google+ Local listing
• Website address abbreviations, zip code/phone number formats

8. 4/21/2014 #bbcon @sophialatto @mikesnusz 8
OPTIMIZE SEO FOR LOCAL SEARCH
RESULT
• Generate more traffic from local search results
HOW TO GET STARTED
• Get Google+ reviews
• Ensure citations exactly match Google+ profile
• Complete Bing/Yahoo! Local places

9. 4/21/2014 #bbcon @sophialatto @mikesnusz 9
WRITE BETTER PAGE TITLES
2

10. 4/21/2014 #bbcon @sophialatto @mikesnusz 10
WHAT IS A PAGE/BROWSER TITLE?

11. 4/21/2014 #bbcon @sophialatto @mikesnusz 11
OPPORTUNITIES MISSED

12. 4/21/2014 #bbcon @sophialatto @mikesnusz 12
OPPORTUNITIES SEIZED

13. 4/21/2014 #bbcon @sophialatto @mikesnusz 13
WFH’S WORLD CONGRESS EVENT PAGE
• Before:
• 20th-30th ranking in SER
• 369 search visits/month
• After Page Title Updates:
• 1st-2nd ranking in SER
• 532 search visits/month
(44% increase)

14. 4/21/2014 #bbcon @sophialatto @mikesnusz 14
INTERSTITIAL CYSTITIS ASSOCIATION’S
HOME PAGE
• Before Page Title Updates
• 367,000 search visits
• After Page Title Updates
• 707,000 search visits

15. 4/21/2014 #bbcon @sophialatto @mikesnusz 15
WRITE BETTER PAGE TITLES
RESULTS
• Improve search rankings and traffic
HOW TO GET STARTED
• Review page titles on:
- Home page
- Landing pages
- Top content
• Eliminate duplicates + add missing ones (Google Webmaster Tools)

16. 4/21/2014 #bbcon @sophialatto @mikesnusz 16
GOOGLE TRENDS
3

17. 4/21/2014 #bbcon @sophialatto @mikesnusz 17
GOOGLE TRENDS: NAVIGATION

18. 4/21/2014 #bbcon @sophialatto @mikesnusz 18
Regional Filter Applied — Florida
GOOGLE TRENDS

19. 4/21/2014 #bbcon @sophialatto @mikesnusz 19
GOOGLE TRENDS: CALL-TO-ACTION

20. 4/21/2014 #bbcon @sophialatto @mikesnusz 20
GOOGLE TRENDS

21. 4/21/2014 #bbcon @sophialatto @mikesnusz 21
GOOGLE TRENDS
RESULTS
• What words or phrases are used most for searches.
• Learn if associated word used in searches are related to your mission.
HOW TO GET STARTED
• Change wording on your navigation and calls to action.
• Use words or phrases that relate to your region if your
mission is regional.
• Select words and phrases that have associated search words
that make sense for your mission.

22. 4/21/2014 #bbcon @sophialatto @mikesnusz 22
USE GOOGLE WEBMASTER TOOLS FOR
SEARCH KEYWORD ANALYSIS4

23. 4/21/2014 #bbcon @sophialatto @mikesnusz 23
GOOGLE ANALYTICS SHOWS POST-VISIT
KEYWORD INFO
UPDATE: Google says no longer able to track keywords visitors use

24. 4/21/2014 #bbcon @sophialatto @mikesnusz 24
GOOGLE WEBMASTER TOOLS SHOWS
VALUABLE PRE-VISIT KEYWORD INFO

25. 4/21/2014 #bbcon @sophialatto @mikesnusz 25
BETTER META DESCRIPTIONS NEEDED?

26. 4/21/2014 #bbcon @sophialatto @mikesnusz 26
USE GOOGLE WEBMASTER TOOLS FOR
SEARCH KEYWORD ANALYSIS
RESULTS
• Quick wins to increase rankings, traffic and clicks
• Learn rankings for keywords
HOW TO GET STARTED
• Use GWT to look for:
1. Keyword Info
2. High rankings + Low click-throughs  Better meta descriptions needed?
3. Average position of 4-25  Review keyword usage in important page areas
(page titles, headings, etc.)

27. 4/21/2014 #bbcon @sophialatto @mikesnusz 27
CREATE RICH SNIPPETS FOR
SEARCH RESULTS5

28. 4/21/2014 #bbcon @sophialatto @mikesnusz 28
GOOGLE AUTHORSHIP FOR BLOG POSTS
• Searchers drawn to image before headline*
• Higher click-through rates (up to 150%)
**
• Possible higher rankings?
*moz.com/ugc/how-to-get-more-clicks-with-low-rankings
**www.catalystsearchmarketing.com/how-rich-snippets-can-improve-your-ctr/

29. 4/21/2014 #bbcon @sophialatto @mikesnusz 29
GOOGLE+ LOCAL PROFILE REVIEWS
• More clicks (20-30% reported)
• Builds trust

30. 4/21/2014 #bbcon @sophialatto @mikesnusz 30
CREATE RICH SNIPPETS FOR
SEARCH RESULTS
RESULTS
• Improve search result click-throughs
• Improve local and mobile SEO
HOW TO GET STARTED
• Use Google Authorship for blog posts
(Add to posts: <a href=“InsertGoogle+ProfileURL?rel=author">Google</a>)
• Ask for more Google+ reviews

31. 4/21/2014 #bbcon @sophialatto @mikesnusz 31
GOOGLE ANNOTATIONS
6

32. 4/21/2014 #bbcon @sophialatto @mikesnusz 32
GOOGLE ANNOTATIONS

33. 4/21/2014 #bbcon @sophialatto @mikesnusz 33
GOOGLE ANNOTATIONS
RESULTS
• Track how spikes in web traffic are affected by promotions, ads and
changes on site.
HOW TO GET STARTED
• Tracking events in GA adds continuity during staff turnover.
• If an effort makes a significant difference in web traffic, then repeat it.
• Allows you to more accurately compare analytics YOY.

34. 4/21/2014 #bbcon @sophialatto @mikesnusz 34
INCREASE ENGAGEMENT

35. 4/21/2014 #bbcon @sophialatto @mikesnusz 35
5-SECOND USABILITY TESTING
7

36. 4/21/2014 #bbcon @sophialatto @mikesnusz 36
FINDING YOUR WEBSITE
IS ONLY HALF THE STORY
Search engines are likely the first place your audience will go to find
information about your organization. If Google can’t find it, they can’t
find it either.
Search engines make it easier; however, you have less than 5 seconds
to capture the attention of a search engine user. If your audience
doesn’t immediately respond favorably to your content —
they’ll bounce.

37. 4/21/2014 #bbcon @sophialatto @mikesnusz 37
The appeal of the overall design of a site is the number one factor used
to evaluate a website’s credibility.
5 seconds is enough to
• Learn an organization’s mission
• Form an emotional reaction
• Form an opinion on credibility
• Decide if we like something
• Choose to engage
USABILITY TESTING: 5 SECOND TEST

38. 4/21/2014 #bbcon @sophialatto @mikesnusz 38
What is the mission of the organization?
USABILITY TESTING: 5 SECOND TEST

39. 4/21/2014 #bbcon @sophialatto @mikesnusz 39
USABILITY TESTING: 5 SECOND TEST
What is the mission of the organization?

40. 4/21/2014 #bbcon @sophialatto @mikesnusz 40
USABILITY TESTING: 5 SECOND TEST
RESULTS
• See how visitors perceive your organization and your mission.
• Learn if you are accurately communicating your mission
• See adjectives and emotions used to describe your organization.
HOW TO GET STARTED
• Change imagery
• Revise major headlines
• Think about the color palette and it’s impact
• Consider the content hierarchy and the layout

41. 4/21/2014 #bbcon @sophialatto @mikesnusz 41
CLICK-TEST USABILITY TESTING
8

42. 4/21/2014 #bbcon @sophialatto @mikesnusz 42
USABILITY TESTING: CLICK TEST

43. 4/21/2014 #bbcon @sophialatto @mikesnusz 43
USABILITY TESTING: CLICK TEST
The top five clicks
were:
• Slideshow Arrow
• Why Work
With CFT
• Discover & Get
Inspired
• Disaster Relief
• Donate

44. 4/21/2014 #bbcon @sophialatto @mikesnusz 44
USABILITY TESTING: CLICK TEST
RESULTS
• See where your users click.
• Learn how your users interact with your navigation.
• Quickly find out whether your calls-to-action are working effectively.
HOW TO GET STARTED
• Re-architect your navigation
• Change the look or placement of your calls-to-action
• Redesign the page
• Tweak the language on links

45. 4/21/2014 #bbcon @sophialatto @mikesnusz 45
MOBILE TRAFFIC AND
TOP PAGE REPORTS9

46. 4/21/2014 #bbcon @sophialatto @mikesnusz 46
MOBILE TRAFFIC REPORT
July 2012 to July 2013

47. 4/21/2014 #bbcon @sophialatto @mikesnusz 47
Top Traffic Pages: 3 of the top 10 pages are their main P2P event
TOP PAGE TRAFFIC REPORT

48. 4/21/2014 #bbcon @sophialatto @mikesnusz 48
MOBILE OPTIMIZATION (DONATION FORM)
Mobile Metrics
06/2011 vs. 06/2012
Avg. Time on page Bounce Rate
Before Mobile 04:01 40%
After Mobile 01:30 25%
Result -02:31 -15%
• Average time spent on that page has decreased by 02:30
• The mobile bounce rate has been reduced by 27%.
The data above compares before and after mobile activity for a mobile-optimized donation form page.
This data does not include tablet users as tablet users receive the full desktop experience.

49. 4/21/2014 #bbcon @sophialatto @mikesnusz 49
MOBILE TRAFFIC & TOP PAGE REPORTS
RESULTS
• Identify the most popular pages on your site
• Learn how many people are accessing your site via mobile device
HOW TO GET STARTED
• Identify pages of your site to optimize for mobile
• Provide a good mobile user experience for high traffic events.
• Optimize your donation form for mobile (even it it’s not a top
10 page.)

50. 4/21/2014 #bbcon @sophialatto @mikesnusz 50
USE TRIGGERED EMAIL SERIES
TO DRIVE ENGAGEMENT10

51. 4/21/2014 #bbcon @sophialatto @mikesnusz 51
WHY TRIGGERED EMAIL SERIES?
• What is it?
A series of emails sent automatically in response to a certain action
• Why is it important?
It’s the most effective way to improve relevancy of email*
Right message + right constituents + right time = Impossible (manually)
*Source: 2011 Marketing Sherpa Email Marketing Benchmark Report

52. 4/21/2014 #bbcon @sophialatto @mikesnusz 52
4X MORE OPENS AND 5X MORE CLICKS
Source: Experian: The welcome email report: benchmark data and analysis for engaging new
subscribers through email marketing
4X MORE OPENS
5X MORE CLICKS

53. 4/21/2014 #bbcon @sophialatto @mikesnusz 53
TYPES OF TRIGGERED EMAIL SERIES
• Email signups
(59% of new subscribers have no opens or clicks since opting-in*)
• First-time donors
• Event registrants
• Community signups
• Membership purchase or expiring
• Sustainer credit card expiring
*Epsilon and DMA’s “Q2 2012 Email Trends and Benchmarks”

54. 4/21/2014 #bbcon @sophialatto @mikesnusz 54
EXAMPLE: SUBSCRIBER WELCOME SERIES
Remind +
Feel Good
Give
Monthly
Donate
Events
Volunteer

55. 4/21/2014 #bbcon @sophialatto @mikesnusz 55
USE TRIGGERED EMAIL SERIES TO
DRIVE ENGAGEMENT
RESULTS
• Increase return visitors
• (Efficiently) improve relationships and engagement
HOW TO GET STARTED
• Setup for first-time donors, subscribers, volunteers and event participants
• Coordinate with other emails

56. 4/21/2014 #bbcon @sophialatto @mikesnusz 56
USE SOCIAL MEDIA ANALYTICS TO
CREATE BETTER POSTS/TWEETS11

57. 4/21/2014 #bbcon @sophialatto @mikesnusz 57
FACEBOOK INSIGHTS: BEST
TYPES, REACH AND ENGAGEMENT

58. 4/21/2014 #bbcon @sophialatto @mikesnusz 58
FACEBOOK INSIGHTS:
BEST DAYS AND TIMES

59. 4/21/2014 #bbcon @sophialatto @mikesnusz 59
TWITTER ANALYTICS:
IDENTIFY TWEETS WITH GREATEST REACH

60. 4/21/2014 #bbcon @sophialatto @mikesnusz 60
USE SOCIAL MEDIA ANALYTICS TO
CREATE BETTER POSTS/TWEETS
RESULTS
• Learn content that’s most engaging and has greatest reach
• Best day and time to post
HOW TO GET STARTED
• Review 2x per month
• Use data to dictate future posts/tweets

61. 4/21/2014 #bbcon @sophialatto @mikesnusz 61
THINK MOBILE FIRST
WITH SOCIAL MEDIA12

62. 4/21/2014 #bbcon @sophialatto @mikesnusz 62
MOBILE FIRST WITH SOCIAL
FACEBOOK
• 70% of your audience will be reading your Facebook
post on their mobile device.*
• Use simple imagery that is easily seen.
• Put important information at the top of your post.
• Linked pages need to be responsive or mobile.
PINTEREST
• Use vertically oriented images — the best ratios are 2:3 and 4:5
• Use images with bright dominant colors that are highly saturated.
• Linked pages need to be responsive or mobile.
TWITTER
• Use simple imagery that is easily seen.
• Linked pages need to be responsive or mobile.
*Source: “How to Create Perfect Posts” Info-graphic

63. 4/21/2014 #bbcon @sophialatto @mikesnusz 63
MOBILE FIRST WITH SOCIAL
WHY THINK MOBILE FIRST
• The user experience doesn’t end with the social post.
• Linking to mobile or responsive landing pages continues the optimal
user experience.
HOW TO GET STARTED
• Optimize your social media landing pages for mobile
• Crop images that work best with a mobile format

64. 4/21/2014 #bbcon @sophialatto @mikesnusz 64
BOOST CONVERSIONS

65. 4/21/2014 #bbcon @sophialatto @mikesnusz 65
USABILITY TESTING: NAV FLOW
13

66. 4/21/2014 #bbcon @sophialatto @mikesnusz 66
USABILITY TESTING:
NAVFLOW TEST (BEFORE)
Target audiences, such as donors, members, or students participate in a
usability test that exposes problems with the current website.
The data above reflects how successfully test participants were able to navigate a website’s
conversion path, from start to finish, when forced to click on a single target for each step.

67. 4/21/2014 #bbcon @sophialatto @mikesnusz 67
USABILITY TESTING:
NAVFLOW TEST (AFTER REDESIGN)

68. 4/21/2014 #bbcon @sophialatto @mikesnusz 68
USABILITY TESTING:
NAVFLOW TEST (AFTER REDESIGN)
The New design concept gets passed through the same usability test. A 79%
success rate (+27%) is a great indication that the new design has solved the
initial problem with the old site.
The data above reflects how successfully test participants were able to navigate a website’s
conversion path, from start to finish, when forced to click on a single target for each step.

69. 4/21/2014 #bbcon @sophialatto @mikesnusz 69
USABILITY TESTING:
NAVFLOW TEST (QUICK FIX)

70. 4/21/2014 #bbcon @sophialatto @mikesnusz 70
USABILITY TESTING: NAVFLOW TEST
RESULTS
• See how visitors navigate through a conversion path
• Learn if your visitors are able to complete a task
• See if your navigation is clear
HOW TO GET STARTED
• Redesign the site
• Adjust the site architecture
• Change language on navigation
• Revise call-to-action — button, language, placement & color

71. 4/21/2014 #bbcon @sophialatto @mikesnusz 71
USE SOCIAL MEDIA AMBASSADORS
FOR ONLINE CAMPAIGNS14

72. 4/21/2014 #bbcon @sophialatto @mikesnusz 72
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
Involve a group of socially influential constituents to spread the word
• Identify prospects (Social Score)
• 10-20 key influencers
• Prepare + cultivate them
• Make it easy with samples
• Send timely email updates during campaign

73. 4/21/2014 #bbcon @sophialatto @mikesnusz 73
USE SOCIAL MEDIA AMBASSADORS FOR
ONLINE CAMPAIGNS
RESULTS
• Extend your reach with P2P model
• Increase traffic and conversions
HOW TO GET STARTED
• Identify
• Inform, prepare and cultivate
• Make it easy

74. 4/21/2014 #bbcon @sophialatto @mikesnusz 74
TRACK WEBSITE CONVERSIONS VIA
GOOGLE ANALYTICS15

75. 4/21/2014 #bbcon @sophialatto @mikesnusz 75
WHAT DRIVES CONVERSIONS, NOT JUST
TRAFFIC
ECOMMERCE TRACKING IN GOOGLE ANALYTICS

76. 4/21/2014 #bbcon @sophialatto @mikesnusz 76
TRACK THE ELUSIVE SOCIAL CONVERSION
USING GA’S GOALS TO MEASURE EMAIL SIGNUPS

77. 4/21/2014 #bbcon @sophialatto @mikesnusz 77
SETUP GA GOALS TO TRACK
(THE ELUSIVE) SOCIAL CONVERSION
LEARN WHAT DATES/POSTS LED TO CONVERSIONS

78. 4/21/2014 #bbcon @sophialatto @mikesnusz 78
TRACKING CONVERSIONS IN GA
RESULTS
• Which channels generate conversions (not just traffic)
• Social sites + posts driving conversions
• Gift info by channel
HOW TO GET STARTED
• Use GA Goals for non-monetary conversions
(Email, volunteer, etc.)
• Use GA Ecommerce to track monetary conversions
(Donations, event registrations, etc.)

79. 4/21/2014 #bbcon @sophialatto @mikesnusz 79
TEST WEBSITE CONTENT &
DONATION FORMS16

80. 4/21/2014 #bbcon @sophialatto @mikesnusz 80
CONTENT TESTING

81. 4/21/2014 #bbcon @sophialatto @mikesnusz 81
DONATION FORM TESTING
• Why test?
• Your donation form may be leaving money on the table
• What to test?
• Trust logos [Charity Nav, BBB]
• Content
• Giving amounts

82. 4/21/2014 #bbcon @sophialatto @mikesnusz 82
DONATION FORM TESTING
WORLDWIDE WILDLIFE FUND  90% CHANCE FORM B IS 20% BETTER
A B

83. 4/21/2014 #bbcon @sophialatto @mikesnusz 83
TEST CONTENT & DONATION FORM
RESULTS
• Increase traffic to key pages
• Improve your donation form conversion rate
HOW TO GET STARTED
• Use Google Analytics Experiments
• Test one variable at a time

84. 4/21/2014 #bbcon @sophialatto @mikesnusz 84
ADD CALL-TO-ACTION LINKS TO YOUR
YOUTUBE VIDEOS17

85. 4/21/2014 #bbcon @sophialatto @mikesnusz 85
57% of people who watch a nonprofit video
go on to make a donation*
YouTube Nonprofit Program
*Google 2013 study, conducted by Millward Brown Digital
DO VIDEOS GENERATE DONATIONS?

86. 4/21/2014 #bbcon @sophialatto @mikesnusz 86
ADD CALL-TO-ACTIONS LINKS TO YOUR
YOUTUBE VIDEOS
RESULTS
• Nudge video watchers along conversion paths
• Increased traffic + conversions
HOW TO GET STARTED
• Sign up at www.youtube.com/nonprofits
• Add links to old videos

87. 4/21/2014 #bbcon @sophialatto @mikesnusz 87
INCREASE RETURN VISITS

88. 4/21/2014 #bbcon @sophialatto @mikesnusz 88
IMPROVE THE EMAIL SIGNUP PROCESS
18

89. 4/21/2014 #bbcon @sophialatto @mikesnusz 89
PRIORITIZE EMAIL SIGNUP
Does email drive quality traffic?
• Top source of online revenue (35%)*
Is your email housefile declining?
• Avg. Churn Rate: 16%*
• Avg. Growth Rate: 15%*
*2012 eNonprofit Benchmark Study (NTEN, M&R)

90. 4/21/2014 #bbcon @sophialatto @mikesnusz 90
PRIORITIZE EMAIL SIGNUP
www.loftcs.org

91. 4/21/2014 #bbcon @sophialatto @mikesnusz 91
PRIORITIZE EMAIL SIGNUP

92. 4/21/2014 #bbcon @sophialatto @mikesnusz 92
BEST NUMBER OF FIELDS?
Source: Dan Zarzella analysis of 40,000 landing pages

93. 4/21/2014 #bbcon @sophialatto @mikesnusz 93
SIGNUP FORM BEST PRACTICES
2. Set Expectations +
Communicate Value
3. Overcome Objections
1. Connect to
Mission
Possible Addition:
-Link to samples
www.catholiccharitiesdc.org/email

94. 4/21/2014 #bbcon @sophialatto @mikesnusz 94
CONFIRMATION EMAIL BEST PRACTICES
2. Set
Expectations
1. Connect to
Mission
3. Added
Value 4. Engage
Further

95. 4/21/2014 #bbcon @sophialatto @mikesnusz 95
IMPROVE THE EMAIL SIGNUP PROCESS
RESULTS
• Grow your email list
• Engage and retain subscribers
HOW TO GET STARTED
• Prioritize email signup on your home and internal pages
• Improve the signup page

96. 4/21/2014 #bbcon @sophialatto @mikesnusz 96
EMAIL TESTING TOOLS
19

97. 4/21/2014 #bbcon @sophialatto @mikesnusz 97
• 75% of consumers
are 'highly likely' to
delete an email that
doesn't render
correctly on a
mobile device.*
Email on Acid (built
into the Luminate
tool), or Litmus.
• Check emails in all
readers and in
different mobile
devices.
EMAIL TESTING TOOLS
* Source: “Make or Break Mobile E-mail”,
Constant Contact and Chadwick Martin
Bailey, August 2013.

98. 4/21/2014 #bbcon @sophialatto @mikesnusz 98
EMAIL TESTING TOOLS

99. 4/21/2014 #bbcon @sophialatto @mikesnusz 99
EMAIL TESTING TOOLS
RESULTS
• Find out what your email look like in all popular email readers
and devices.
• Preview pre-header text and subject lines in different email
reader in-boxes.
HOW YOU CAN IMPROVE
• Tweak your email code to display better across readers.
• Shorten or revise your subject line for more impact.
• Shorten or revise your pre-header text so it’s more compelling.

100. 4/21/2014 #bbcon @sophialatto @mikesnusz 100
These tools work with most ESPs and can give you a little more
information about how your emails perform.
ADD-ON EMAIL ANALYTICS TOOLS
Engagement Reading Environment

101. 4/21/2014 #bbcon @sophialatto @mikesnusz 101
ADD-ON EMAIL ANALYTICS TOOLS
RESULTS
• See what kinds of email readers and devices your audience is using to
read your email.
• Find out what is the level of engagement of your email messages.
HOW YOU CAN IMPROVE
• Provide an email message that works best with the readers most
used by your audience.
• Test email messages to see if engagement improves.
• Make adjustments in content based on test outcomes.

102. 4/21/2014 #bbcon @sophialatto @mikesnusz 102
BOOST TRAFFIC WITH EMAIL TESTING
20

103. 4/21/2014 #bbcon @sophialatto @mikesnusz 103
WHY TEST & WHAT TO TEST
WHY TEST? ACCORDING TO TOP EMAIL PROGRAMS:
• Email testing is the top value driver*
• 82% test and measure everything**
MOST EFFECTIVE ELEMENTS TO TEST:**
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
*Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
**2011 Gleanster survey on Email Marketing

104. 4/21/2014 #bbcon @sophialatto @mikesnusz 104
HOW TO TEST?
1. Send 2 tests to small sample (10-20% each)
2. Review results + statistical significance (after 1-2 days)
eMarketingDynamics.com calculator
3. Send “winning” message to everyone else

105. 4/21/2014 #bbcon @sophialatto @mikesnusz 105
RECORD TEST RESULTS
Use Excel spreadsheet to capture:
• Date
• List or segment
• Variable tests (e.g. subject line used)
• Open, click-through, conversion and unsubscribe rates
• Notes

106. 4/21/2014 #bbcon @sophialatto @mikesnusz 106
BOOST TRAFFIC WITH EMAIL TESTING
RESULTS
• Short-term: Best version of an email
• Long-term: Learn what resonates
HOW TO GET STARTED
• Test one variable at a time
• Test often

107. 4/21/2014 #bbcon @sophialatto @mikesnusz 107
FREE ASSESSMENTS DURING BBCON
AT BLACKBAUD STRATEGIC AND CREATIVE SERVICES BOOTH

108. 4/21/2014 #bbcon @sophialatto @mikesnusz 108
TWEET THIS
#BBCON
(For every Tweet with this hashtag, Blackbaud
will donate $1 to a local nonprofit!*)
@MIKESNUSZ
@SOPHIALATTO
*Up to $4,000