17. charity sector success rates
• 98% Deliverability
• 38% opened
• 20% Click-through rate
• 15% conversion (re-donate)
• 0.15% unsubscribe
• 21% uplift seen from people who didn’t click – emails
also stimulate other behaviour
Data provided courtesy of
18. cart abandonment emails - tips
• Optimise your check-out funnel:- request
data early in the process
• Timing – understand natural return rate
• Choose the right tone for your brand
• Personalise and use specific information
related to their behaviour
• Balance content
• Consider option for additional email to
those who don’t open (max 3 total)
20. who shares email via social?
DMA National Client Email Report 2013
21. social posting for right time email?
New technology makes email a multi-channel engagement tool
22. social posting: right time email
New technology makes email a multi-channel engagement tool
23. use social to increase email impact
anticipation makes it right time
Let reactions of subscribers to social content help plan what
you put in your email campaigns
25. add live social content in email
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
Live rss feeds can show live progress towards targeted
fundraising total.
26. Email and social
• Go beyond “share with a friend”
• Social posting: post and share newsletters
• Boost audience for your email & drive
sign-ups
• Leverage real-time content in email –
dynamic rss feeds, publish blogs, tweets
email with social - tips
28. the power of one-to-one email
• personal emails – 99% open rate
• drive web traffic – up to 21% CTR
• engage when the customer wants to talk to you
• every email is a brand & revenue opportunity
• trusted emails from people you know
29. 29
PROMOTE SEASONAL CAMPAIGNS AND EVENTS
Take control of your owned media to drive traffic & boost
donations
Hi,
Imagine if every email sent from all your clients arrived at their recipient’s inbox as a branded marketing
message much like this one above. Whether it’s new products or services, sales material, customer
support latest news or events, research, PR, season’s greetings or straight corporate or brand identity you
can get ANY message across, drive traffic to your website as well as measure and track the click-through
and response ratios.
how can you use email media?
32. How many right time opportunities?
# Employees
Potential # Missed Brand Impressions per Year
(Company)
10 120,000
50 600,000
100 1,200,000
200 2,400,000
1,000 12,000,000
33. British Red Cross: the challenges
• Diverse range of marketing objectives
• Limited budget and resources
• Wide range of stakeholders / audience to
reach
• Need to react quickly to events and
disasters
41. 80 x better CTR than
corresponding cpc
campaign
4 x more traffic to specific
website pages than their
dedicated e-newsletter.
More effective than other marketing?
43. 20 x more likely to
engage in donation
process
But did it deliver?
48. • Take advantage
of all
opportunities for
list growth
• Make sure your
campaigns are
really having an
impact
Email media: valuable data
49. email media: employee email tips
• Understand the brand image you want
• Start with the key priorities for your charity
• Identify key messaging for your departments
• Start simply
• Change messaging regularly
• Keep campaigns fresh
• Test and optimise
• Mix service links and donation requests
50. 67%
38% 37%
19%
16% 15% 13% 12% 11% 11% 10%
7% 5% 4% 4% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
The ROI of email in the marketing mix