2011 bbcon mike snusz_higher conversions - anatomy of engaging email campaigns
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Nonprofits are playing catch-up to the sophisticated email campaigns that retailers and social buying websites deliver to their constituents. These campaigns deliver compelling offers and customized content based on interests, preferences, past behaviors, and much more. Factor in social media alerts and old-fashioned emails from friends, and inboxes have become a cluttered, competitive place. Nonprofits are now challenged with delivering personalized email campaigns, despite often limited staff and resources. This session will cover how to efficiently plan, structure, and execute engaging email campaigns that deliver conversions. We’ll uncover missed opportunities to engage critical segments in every email you send. We’ll also examine lessons learned from Blackbaud customers whose email campaigns have surpassed their goals and industry averages.
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2011 bbcon mike snusz_higher conversions - anatomy of engaging email campaigns
- 1. Higher Conversions: The Anatomy of Engaging Email Campaigns PRESENTED BY MIKE SNUSZ TWITTER: @MIKESNUSZ PRESENTATION: WWW.SLIDESHARE.NET/MIKESNUSZ Higher Conversions: The Anatomy of Engaging Email Campaigns 1 @MIKESNUSZ 11/17/2011
- 2. WEBINAR ETIQUETTE • Take a moment to ensure your phone is on mute • Q&A at the end • Presentation will be emailed to everyone Higher Conversions: The Anatomy of Engaging Email Campaigns 2 @MIKESNUSZ 11/17/2011
- 3. ABOUT ME • 8 yrs working for or with nonprofits • Sr. Internet Marketing Consultant • Helped increase Ride For Roswell $330k to $1.2 million • Pro bono nonprofit consulting in D.C. for Compass • NetWitsThinkTank.com • @MikeSnusz Higher Conversions: The Anatomy of Engaging Email Campaigns 3 @MIKESNUSZ 11/17/2011
- 4. YOUR INBOX: A CLUTTERED, COMPETITIVE PLACE Higher Conversions: The Anatomy of Engaging Email Campaigns 4 @MIKESNUSZ 11/17/2011
- 5. SESSION AGENDA • What nonprofits can learn from sophisticated retail email programs • How to deliver compelling, highly personalized email campaigns that engage constituents • How to utilize email testing to improve conversion rates • Campaign best practices for higher conversions Higher Conversions: The Anatomy of Engaging Email Campaigns 5 @MIKESNUSZ 11/17/2011
- 6. WHAT CAN NONPROFITS LEARN FROM SOPHISTICATED RETAIL EMAIL PROGRAMS? Higher Conversions: The Anatomy of Engaging Email Campaigns 6 @MIKESNUSZ 11/17/2011
- 7. ABOUT RETAIL EMAIL PROGRAMS • Large budgets, staff, work with agencies • Sophisticated programs that provide value • Top programs: Most important value drivers - 71% - build in targeting capabilities* - 82% - test and measure everything* *2011 Gleanster survey on Email Marketing Higher Conversions: The Anatomy of Engaging Email Campaigns 7 @MIKESNUSZ 11/17/2011
- 8. PERSONALIZING YOUR EMAIL THEN NOW Higher Conversions: The Anatomy of Engaging Email Campaigns 8 @MIKESNUSZ 11/17/2011
- 9. CROCS Higher Conversions: The Anatomy of Engaging Email Campaigns 9 @MIKESNUSZ 11/17/2011
- 10. WHOLE FOODS Higher Conversions: The Anatomy of Engaging Email Campaigns 10 @MIKESNUSZ 11/17/2011
- 11. AMAZON Higher Conversions: The Anatomy of Engaging Email Campaigns 11 @MIKESNUSZ 11/17/2011
- 12. HOW TO DELIVER COMPELLING, HIGHLY PERSONALIZED EMAIL CAMPAIGNS THAT ENGAGE CONSTITUENTS Higher Conversions: The Anatomy of Engaging Email Campaigns 12 @MIKESNUSZ 11/17/2011
- 13. DELIVER TARGETED CONTENT • Click-through rates 2x as high first 30 days* • Open rates (7%) and click-through rates (80%) increased** • Provide value • Connection • Without relevant content, risk: - Level of engagement - Level of attention - Decreased response - Weakened relationship *MarketingSherpa "Email Marketing Benchmark Guide 2008” **MailerMailer 2010 Email Marketing Metrics Report Higher Conversions: The Anatomy of Engaging Email Campaigns 13 @MIKESNUSZ 11/17/2011
- 14. SPCA ERIE COUNTY 2010 participants 2009 participants 2008 participants 2007 participants Campaign Emails Click-through rate Email #1 1.68% Email #2 1.98% Email #3 (personalized) 3.50% Higher Conversions: The Anatomy of Engaging Email Campaigns 14 @MIKESNUSZ 11/17/2011
- 15. RONALD MCDONALD HOUSE OF KC Past attendees Attended similar event Audience Click-through rate Past attendees 25.1% Attended similar event 14.6% Everyone else 8.6% Higher Conversions: The Anatomy of Engaging Email Campaigns 15 @MIKESNUSZ 11/17/2011
- 16. UDM ALUMNI NEWSLETTER School of Architecture Engineering Grads Audience Open rate School of Architecture 23.5% Engineering Grads 18.9% Non-Personalized 1st Paragraph 11.9% Higher Conversions: The Anatomy of Engaging Email Campaigns 16 @MIKESNUSZ 11/17/2011
- 17. TARGETED CONTENT CHECKLIST Discuss relevant content possibilities for segments Prioritize top 3-5 segments Decide content placement Divide email list into segments Create and insert personalized content Send email Analyze results Higher Conversions: The Anatomy of Engaging Email Campaigns 17 @MIKESNUSZ 11/17/2011
- 18. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Cultivate • Thank recent donors • Tell how donations were used • Thank recent event attendees • Show photos • Thank recent volunteers Provide value • Deliver relevant content • Reminders (membership, event fees) • eReceipts • Pay pledges Higher Conversions: The Anatomy of Engaging Email Campaigns 18 @MIKESNUSZ 11/17/2011
- 19. EXAMPLE – HOW DONATIONS WERE USED Higher Conversions: The Anatomy of Engaging Email Campaigns 19 @MIKESNUSZ 11/17/2011
- 20. DELIVER RELEVANT CONTENT www.KayYow.com Higher Conversions: The Anatomy of Engaging Email Campaigns 20 @MIKESNUSZ 11/17/2011
- 21. HIDDEN WAYS TO PERSONALIZE ANY EMAIL (CONT) Solicit • Funding need matches area of interest • Provide past gift info • Planned giving prospects Data Integrity • Missing information • Verify information Higher Conversions: The Anatomy of Engaging Email Campaigns 21 @MIKESNUSZ 11/17/2011
- 22. HOW TO UTILIZE EMAIL TESTING TO IMPROVE CONVERSION RATES Higher Conversions: The Anatomy of Engaging Email Campaigns 22 @MIKESNUSZ 11/17/2011
- 23. WHAT TO TEST? Higher Conversions: The Anatomy of Engaging Email Campaigns 23 @MIKESNUSZ 11/17/2011
- 24. GET STARTED WITH SUBJECT LINES Subject line Open rate Did you forget to do something? 25.7% Get the Fall season started on the right paw 15.4% Subject line Click-through rate Grab Your Red Shoes and Join Us at Hangar 10 5.45% Red Shoe Shindig Celebration of 30 Years Helping Families 1.75% Higher Conversions: The Anatomy of Engaging Email Campaigns 24 @MIKESNUSZ 11/17/2011
- 25. TEST TIME OF DAY • 6:00-7:00am (MailChimp) • 6:00-11:00am (MailerMailer) • 9:00am (Marketing Sherpa) • 9:00am (eROI) TEST DAY OF WEEK Best? Worst? • Monday (eROI) • Wednesday (eROI) • Mon/Sun (MailerMailer) • Tues/Wed (MailerMailer) • Thurs (AWeber) Higher Conversions: The Anatomy of Engaging Email Campaigns 25 @MIKESNUSZ 11/17/2011
- 26. TEST CONTENT • Headline • Positive vs. Negative • Reward • Images/caption • Video screen shot • Signature • PS • Landing page Higher Conversions: The Anatomy of Engaging Email Campaigns 26 @MIKESNUSZ 11/17/2011
- 27. TEST CALL TO ACTION • The largest difference between high and low performing email programs was in email click-through rates* • Where • Language • Images vs. Styled text • What color • Incentive *2010 eNonprofit Benchmarks Study, NTEN & M+R Higher Conversions: The Anatomy of Engaging Email Campaigns 27 @MIKESNUSZ 11/17/2011
- 28. HOW TO TEST? • Start simple • Send 2 tests: Each to ~10% • Wait 1-2 days • Review metrics & check statistical significance eMarketingDynamics.com • Send “winning” message to 80% • Repeat, Repeat, Repeat Higher Conversions: The Anatomy of Engaging Email Campaigns 28 @MIKESNUSZ 11/17/2011
- 29. HIGHER CONVERSIONS: CAMPAIGN BEST PRACTICES Higher Conversions: The Anatomy of Engaging Email Campaigns 29 @MIKESNUSZ 11/17/2011
- 30. PLAN YOUR EMAIL CAMPAIGN • Start earlier! • Identify specific goal(s) and date(s) • Discuss segments & relevant content • Test? • Incentives? • Channels: Offline? Social media? • Review email internally • Send & review metrics Higher Conversions: The Anatomy of Engaging Email Campaigns 30 @MIKESNUSZ 11/17/2011
- 31. SUBJECT LINES • Pique curiosity & generate intrigue Not Intriguing Intriguing Help Maine wildlife 5 things you can do right now for Maine wildlife April 2010 Alumni eNewsletter Newsletter: Who’s coming to Homecoming and more • Front-load first 30 characters • Check spam folder Higher Conversions: The Anatomy of Engaging Email Campaigns 31 @MIKESNUSZ 11/17/2011
- 32. AVOID LARGE OR MANY IMAGES Higher Conversions: The Anatomy of Engaging Email Campaigns 32 @MIKESNUSZ 11/17/2011
- 33. SUMMARIZE PURPOSE IN HEADER IMAGE’S ALT TEXT Higher Conversions: The Anatomy of Engaging Email Campaigns 33 @MIKESNUSZ 11/17/2011
- 34. CALLS TO ACTION • Answer What + Why + Where (or When) Not Compelling Compelling Speak up now Speak up now to stop the bloodshed in Syria Donate now Donate now to feed those starving in Somalia Register Register to ride in honor of cancer patients • Instead of images, use table cells with background color • Include it early, then again Higher Conversions: The Anatomy of Engaging Email Campaigns 34 @MIKESNUSZ 11/17/2011
- 35. USES INCENTIVES TO PROVIDE VALUE • Gift doubled • Drawing • Tax-deductible • Send an eCard • Recognition • Purchase a specific item (Wish List) Higher Conversions: The Anatomy of Engaging Email Campaigns 35 @MIKESNUSZ 11/17/2011
- 36. SCANNABLE CONTENT Higher Conversions: The Anatomy of Engaging Email Campaigns 36 @MIKESNUSZ 11/17/2011
- 37. AVOID NONPROFIT JARGON Support the annual campaign Support those who are homeless this holiday season Email not displaying? View it in your browser. Can’t see images? Find them here. Make a tribute gift Make a gift in honor or memory of someone you love Opt out Remove me from future emails Higher Conversions: The Anatomy of Engaging Email Campaigns 37 @MIKESNUSZ 11/17/2011
- 38. CREATE A WEB-BASED VERSION Higher Conversions: The Anatomy of Engaging Email Campaigns 38 @MIKESNUSZ 11/17/2011
- 39. ASK FOR A SPECIFIC NEED Higher Conversions: The Anatomy of Engaging Email Campaigns 39 @MIKESNUSZ 11/17/2011
- 40. CREATE A COMPELLING LANDING PAGE Higher Conversions: The Anatomy of Engaging Email Campaigns 40 @MIKESNUSZ 11/17/2011
- 41. SEND A FOLLOW-UP EMAIL • Identify who • Did not open? • Did not click-through? • Did not respond? • Use an alternate approach 2011 eNonprofit Benchmarks Study Higher Conversions: The Anatomy of Engaging Email Campaigns 41 @MIKESNUSZ 11/17/2011
- 42. ADDITIONAL CAMPAIGN TIPS • Survey recipients • Screen shots of video: 2-3x higher clicks* • Say thank you! *As Seen in the Inbox, Forrester Research, May, 2009 Higher Conversions: The Anatomy of Engaging Email Campaigns 42 @MIKESNUSZ 11/17/2011
- 43. QUESTIONS? Higher Conversions: The Anatomy of Engaging Email Campaigns 43 @MIKESNUSZ 11/17/2011
Notes de l'éditeur
- TITLE SLIDE.
- If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
- Email is a relationship
- Much like nonprofit database
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- Relationship-building tool. Don’t want to weaken it.
- Maximized opportunity to connect with audiences
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- No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
- Can do more on your website – donate, register for an event, watch a video, explore your website. Experiment with color.
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- Huge difference. So many important details are rushed. No reason not to test every message.
- Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
- Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
- What’s intuitive to you, may not be to your readers
- Helps with SEO, drive social media traffic here
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