digital 201: email marketing
DESCRIPTION
DMA Nonprofit Digital Day NY June 11, 2014 Digital 201 - Email Marketing Heather Marsh, ABD DirectTRANSCRIPT
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Email Marketing Tips, Tricks and Results
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Heather Marsh Director of Digital Marketing, ABD Direct
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Email Planning
Create Your Plan ◦ Messaging Mix
Balance of Advocacy, Stewardship and Solicitation
◦ Build in Testing
◦ Control Messaging Quantity
◦ Create a Production Schedule
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Email Planning
Sample Production Schedule
Send
out date Message
Draft copy
due
Copy review
due
Final copy
due
Materials
Sent For
Production
Email Tests
Due
Email Edits
Due
Final Tests
Due
Approval
Needed
15-Jan January Appeal 1 – Prospects 12/28/2012 12/30/2012 1/1/2013 1/3/2013 1/5/2013 1/7/2013 1/9/2013 1/11/2013
15-Jan January Appeal 1 - Members 12/28/2012 12/30/2012 1/1/2013 1/3/2013 1/5/2013 1/7/2013 1/9/2013 1/11/2013
15-Jan January Appeal 1 - Stewards 12/28/2012 12/30/2012 1/1/2013 1/3/2013 1/5/2013 1/7/2013 1/9/2013 1/11/2013
22-Jan Wild Alert 1/4/2013 1/6/2013 1/8/2013 1/10/2013 1/12/2013 1/14/2013 1/16/2013 1/18/2013
30-Jan January Appeal 2 - Prospects 1/12/2013 1/14/2013 1/16/2013 1/18/2013 1/20/2013 1/22/2013 1/24/2013 1/26/2013
30-Jan January Appeal 2 - Members 1/12/2013 1/14/2013 1/16/2013 1/18/2013 1/20/2013 1/22/2013 1/24/2013 1/26/2013
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Develop Best Practices
Email Testing ◦ What to Test
◦ How to Test
◦ Why to Test
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Develop Best Practices
Testing Goals ◦ Improve Open Rate
From Line
Subject Line
Unique Characters
Day and Time
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Best Time to Send Emails
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Best Time to Send Emails
When They Are Not.
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Develop Best Practices
Testing Goals ◦ Click Through Rate
Call To Action
Buttons
Copy
Pictures, Graphics
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Develop Best Practices
Testing Goals ◦ Response Rate, Average Gift, Revenue Ask String
◦ Descending vs. Ascending ◦ Dynamic vs. Static ◦ Open Text Box
Copy ◦ Short Form vs. Long Form
Graphics, Photos ◦ Square/Horizontal ◦ None ◦ Very Little Copy/Large Image CTA
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From Lines – What Won?
The Wilderness Society
Jamie Williams, The Wilderness Society +7%
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From Lines – What Won?
Jamie Williams, The Wilderness Society
Jamie Williams +4%
However, revenue declined by 37%
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Call to Action – What Won?
CTR +12%, Revenue -22%
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Call to Action – What Won?
CTR +34%, Revenue +141%
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Email Management
Test in “Real Life” ◦ Be a Donor, Prospect, Activist
◦ Challenge Your System’s Boundaries
◦ Track Results
◦ Monitor Competitors, Industry Leaders
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Sustainers!
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Website Conversion
5%
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Email Conversion
4%
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Email Invite
+3%
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Intercept
2%
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Intercept
Intercept Details ◦ Low and High Dollar Thresholds
◦ What’s the Ask?
◦ Where and How Will the Upgrade be Displayed?
◦ What Happens When the User Tries to Close the Popup?
◦ Focus on Reducing Form Abandonment
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Upgrades
3% RR +$3.40 Avg Gift
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Current Sustainers
Communications? ◦ Advocacy
◦ Stewardship/Cultivation
◦ Surveys
◦ Monthly Transaction Acknowledgements
◦ Additional One-Time Asks
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Lapsed Sustainers
Lapsed Recapture ◦ Monthly Declined Transaction Emails
◦ TM Calling
◦ Additional Email Invites
Pre-Lapsed Program
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Questions