Open, Click, Convert - Improve your email marketing with data

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Email marketing is one of the most powerful tools in your marketing toolbox. Better engage your members and prospects by understanding the data behind successful email marketing. Hosted by Abila and rooted in the Informz 2015 Association Email Marketing Benchmark Report, check out this webinar to learn five best practices for your email strategy.

Business

© COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Jon D’Angelo, Abila
Vivian Swertinski, Informz
OPEN, CLICK, CONVERT
IMPROVE YOUR
EMAIL MARKETING
WITH DATA

2 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
LOGISTICS
 Audio is available through
your computer or by calling
(855) 246-3152,
Access Code 88696713.
 Q&A is through the chat box.
 The recording and slides will
be emailed to you tomorrow

3 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
MEET THE PRESENTER
Vivian Swertinski
Sr. Digital Marketing Strategist, Informz

4 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
AGENDA
Review key metrics from
2015 Association Email
Marketing Benchmark
Report.
Share real marketing
examples of what has worked
for other organizations.
New idea or tactic to employ
into your email marketing
programs.

5 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK

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YEAR OVER YEAR TRENDS

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EMAIL OPEN DURATION

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How to get more
OPENS, CLICKS, CONVERTS

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A WINNING COMBINATION….
Friendly From
Subject Line
Time of day
Pre-header Text

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TESTING IS THE KEY TO SUCCESS!

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MONTHLY NEWSLETTER TEST
 Organization’s Name
 Individual’s Name

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Version A Version B
From: Girl Scouts of Connecticut
News from our CEO
From: Mary Barneby
News from our CEO

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Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby

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Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby
21% 36%

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Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby
21% 36%

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NEW CAMPAIGN – STRATEGIC PLAN

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 Friendly From Name (Organization or Individual’s Name)
 Subject Line: First Name Personalization
 Subject Line: Play on Words
 Content longer vs shorter
WIN BACK CAMPAIGN

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Version A Version B
Chris, 2 Steps and You’re Back! Sign up for class today!

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Version A Version B
Sign up for class todayChris, 2 Steps and You’re Back!

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Version A Version B
Sign up for class today
28% 24%
Chris, 2 Steps and You’re Back!

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Version A Version B
Sign up for class today
28% 24%
Chris, 2 Steps and You’re Back!

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Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In!
SUBJECT LINE CHALLENGE

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Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In!
SUBJECT LINE CHALLENGE
45% 41%

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Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In!
45% 41%
SUBJECT LINE CHALLENGE

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 Friendly From: Individual Name
 Personalization – First Name
 Play on Words – 2 Steps and You’re Back!
 Content – Longer was better
 Re-Target Non Openers
WIN BACK CAMPAIGN RESULTS

26 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
 Friendly From: Individual Name
 Personalization – First Name
 Play on Words – 2 Steps and You’re Back!
 Content – Longer was better
 Re-Target Non Openers
800+
Members
Renewed
WIN BACK CAMPAIGN RESULTS

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SUCCESS IS IN YOUR DATABASE

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WINNING COMBINATION

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WINNING COMBINATION

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WINNING COMBINATION
29% Click Rate

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MOBILE TRENDS

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EMAIL CLIENT – KEY FINDINGS

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MOBILE USAGE

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MOBILE FRIENDLY
Desktop Display
Mobile Display

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MOBILE FRIENDLY
Desktop Display
Mobile Display

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EMAIL VOLUME AND SEND TIME

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“I am beginning to think we send way too many emails”
“How many emails a week should we send?”

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GIVE ME CHOICES, NOT JUST GOODBYE
WHAT YOU NEED TO KNOW
Number of emails subscribers receive in a month
Impact on open rates
Impact on email unsubscribe rate

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METRICS BY MONTHLY SENT VOLUME

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METRICS BY MONTHLY SENT VOLUME

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KEY FINDINGS: DAY OF WEEK

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KEY FINDINGS: DAY OF WEEK

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PERSONALIZE THE DELIVERY OF YOUR EMAILS
Use Send Time Optimization Tool
Send based on individual
subscriber open history.

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GIVE ME CHOICES, NOT JUST GOODBYE
SUBSCRIBE OR UNSUBSCRIBE

47 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA

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51 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Q & A
Please type your question
into the chat box.
Contact Jon D’Angelo
Jon.Dangelo@abila.com
Contact Vivian Swertinski
Swertinski@informz.com
Slides and the recording
will be emailed to you tomorrow.
Abila provides software and services to
associations and nonprofit organizations and
governmental entities that help them:
improve decision making
execute with greater precision
increaseengagement
generatemorerevenue

52 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
THANK YOU

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2. 2 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA LOGISTICS  Audio is available through your computer or by calling (855) 246-3152, Access Code 88696713.  Q&A is through the chat box.  The recording and slides will be emailed to you tomorrow

4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA AGENDA Review key metrics from 2015 Association Email Marketing Benchmark Report. Share real marketing examples of what has worked for other organizations. New idea or tactic to employ into your email marketing programs.

5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA • 5th consecutive year produced • Over 1,300 Associations and Nonprofits • 12 months of data • Over 1 billion emails • US, Australia, New Zealand, Canada, UK

17. 17 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From Name (Organization or Individual’s Name)  Subject Line: First Name Personalization  Subject Line: Play on Words  Content longer vs shorter WIN BACK CAMPAIGN

25. 25 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From: Individual Name  Personalization – First Name  Play on Words – 2 Steps and You’re Back!  Content – Longer was better  Re-Target Non Openers WIN BACK CAMPAIGN RESULTS

26. 26 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA  Friendly From: Individual Name  Personalization – First Name  Play on Words – 2 Steps and You’re Back!  Content – Longer was better  Re-Target Non Openers 800+ Members Renewed WIN BACK CAMPAIGN RESULTS

38. 38 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA GIVE ME CHOICES, NOT JUST GOODBYE WHAT YOU NEED TO KNOW Number of emails subscribers receive in a month Impact on open rates Impact on email unsubscribe rate

51. 51 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA Q & A Please type your question into the chat box. Contact Jon D’Angelo Jon.Dangelo@abila.com Contact Vivian Swertinski Swertinski@informz.com Slides and the recording will be emailed to you tomorrow. Abila provides software and services to associations and nonprofit organizations and governmental entities that help them: improve decision making execute with greater precision increaseengagement generatemorerevenue

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