effective email marketing fundraising ireland presentation

Adrian O’Flynn Digital Marketing Leader – Concern

Worlwide

Email Marketing

Would you like a free email marketing tool?

Non-profits get 10,000 free emails a month

Your donors are...

But in the email inbox they are...

1) Content

2) Copy

3) Testing & Reporting

4) Process

5) Strategy

Why email?

Fixed costs

Consistent reach and response

Cheapest cost-per-click at €0.06

Donors perceive it to be cheaper

Targeted & Personalized

Front-of-mind

These companies email as much as anybody

1) Content

Less like letters....

....and more like ads.

Get straight to the point

One message per email (mostly)

Less call-to-actions is more clicks

Be consistent with your colours

12.5%

Videos = 15% more clicks

Social media icons are not mandatory

A plain text version increases deliverability 10%+

Go for mobile friendly templates

Think about pre ‘Display images’

2) Copy

Subject lines are really, really important

Must be relevant to the donor

To quote McFly (2006)

You is glue

Questions are good too

Be casual and friendly

You have 24 hours to save Ali

Vrs

Help Concern end child hunger

12.5%

5.4%

A strong headline, is also important

250 word limit on emails

50 word limit on paragraphs.

Chunks.

Shorter sentences than Direct Mail. Punchier.

Use bolding

Don’t use exclamation marks!!

The worst non-profit newsletter in the world...

3) Testing & Reporting

Learning is good.....

A/B testing is king

Have a test plan

From nameSubject lines

Calls-to-actionDayTime

Ask amounts

Opens and clicks are not K.P.I.s

Total opens & clicks per year are.

Same goes for response rate

In reality, Open rates are higher

Use Google URL builder to monitor

4) System

Apply to Vertical Response

Use images that refresh a template

Images that refresh a template

Get a copy writer (if possible)

Test it.

Test it.

Get someone else to approve

Test the different webmails

Send from one domain name

Be wary of database integration

5) Strategy

The problem with charities...

Its too easy to convert customers

Send more emails

Don’t worry about these donors complaining