In this webinar Megan Lewis, Blackbaud Pacific’s Digital Marketing & Events Specialist, looks at the importance of email in your organisation and discusses 3 easy ways to improve your email strategy with limited resources. To view the full recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past

1. 25/09/2013 1
3 EASY WAYS TO SHAKE UP YOUR
EMAIL STRATEGY

2. 25/09/2013 2
IS EMAIL STILL IMPORTANT?
Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-infographic.png

3. 25/09/2013 3
Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-infographic.png

4. 25/09/2013 4
EMAIL IS IMPORTANT…NOW WHAT?
HOW CAN YOU SHAKE UP YOUR EMAIL STRATEGY TO HELP MAKE A
CHANGE:
 FREQUENCY
 DESIGN
 TESTING

5. 25/09/2013 5
FREQUENCY
Source: Chadwick Martin Bailey
69% TOO MANY EMAILS
THEY UNSUBSCRIBE
IS THE #1 REASON
OF SUBSCRIBERS SAY
HOW OFTEN ARE YOUR DONORS HEARING FROM YOU?

6. 25/09/2013 6
FREQUENCY
CUT BACK

7. 25/09/2013 7
FREQUENCY
CUT BACK
Source: http://www.emailmarketingtipps.de/2013/04/25/whats-your-best-email-frequency-heres-the-math/
Campaigns/Email per
month
Click rate per campaign

8. 25/09/2013 8
FREQUENCY
CUT BACK – WHAT’S YOUR GOLDEN NUMBER OF CAMPAIGNS?
5
7
8 4
36
209 1012
1513 17
1422 29 2

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FREQUENCY
CUT BACK
2012 2013

10. 25/09/2013 10
FREQUENCY
HOW DO YOU START CUTTING BACK?
IMAGE OF CONFUSED PERSON
SEGMENTING

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FREQUENCY
SEGMENTING IS…
PERSONALISING YOUR MESSAGE

12. 25/09/2013 12
FREQUENCY
SEGMENT
YOU HAVE A LOT OF DATA – SO START THERE!
LOCATION:
DONATION TYPE:
SPONSORSHIP
REGULAR GIFT
ONE TIME DONATION
P2P FUNDRAISER
PASSION GIFT
COUNTRY
CITY
STATE
NEIGHBOURHOOD

13. 25/09/2013 13
FREQUENCY
SEGMENT
DON’T OVER COMPLICATE IT! LITTLE CHANGES CAN MAKE A
BIGDIFFERENCE

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FREQUENCY
SEGMENT
RELEVANCE VALUE

15. 25/09/2013 15
FREQUENCY
WELCOME EMAILS

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DESIGN
SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN
Mobile Desktop Web Based
Source: www.lyris.com/anatomy-of-the-perfect-email-design-US

17. 25/09/2013 17
DESIGN
WHERE IS YOUR EMAIL READ?
Source: www.lyris.com/anatomy-of-the-perfect-email-design-US

18. 25/09/2013 18
DESIGN
WHY KEEP IT SIMPLE?
THE AVERAGE
ATTENTION SPAN IN
2012 WAS
SECONDS
Source: http://www.statisticbrain.com/attention-span-statistics/
8
THE AVERAGE
ATTENTION SPAN IN
2000 WAS
SECONDS12

19. 25/09/2013 19
DESIGN
SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN
KISS : Keep It Simple Stupid
Source: http://en.wikipedia.org/wiki/KISS_principle

20. 25/09/2013 20
DESIGN
STANDARD EMAIL DESIGN
HEADER
PRIMARY MESSAGE
IMAGE
SECONDARY MESSAGE
FOOTER WITH CONTACT
INFORMATION AND
UNSUBSCRIBE OPTION

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DESIGN
YOU DON’T WANT THIS:

22. 25/09/2013 22
DESIGN
ARE YOU MOBILE OPTISMISED?

23. 25/09/2013 23
DESIGN
• THE AVERAGE EMAIL METRICS FOR ASSOCIATIONS INCLUDE A 98.15% DELIVERY RATE,
32.36% OPEN RATE, 21.08% CLICK RATE, AND A .051% UNSUBSCRIBE RATE
• SHORTER SUBJECT LINES CONTINUE TO OUTPERFORM LENGTHIER SUBJECT LINES.
SUBJECT LINES WITH FEWER THAN 10 CHARACTERS SAW THE HIGHEST OPEN RATES AT
51%
• EMAILS CONTAINING MORE LINKS HAD HIGHER CLICK-THRU RATES
• EMAIL ENGAGEMENT DECREASES AS THE LIST SIZE INCREASES
A FEW EMAIL DESIGN STATISTICS
Source: Informz.com

24. 25/09/2013 24
DESIGN
• DO YOU NEED IT? IF NOT, GET RID OF IT.
• DO YOU REALLY NEED IT? IF NOT, GET RID OF IT.
• THIS INCLUDES TEXT, COLOURS, FONTS AND FORMATTING
• SIMPLIFY, SIMPLIFY
• ALLOW COMPLEX FEATURES TO DEGRADE GRACEFULLY
• EXAMPLES INCLUDE ALT TEXT FOR IMAGES THAT DO NOT SHOW AND BACKGROUND-
COLOURS FOR BACKGROUND IMAGES THAT DO NOT SHOW
• UNDERSTAND THAT SOMEONE, SOMEWHERE WILL NOT SEE IT THE WAY YOU INTEND AND
WORK TO MAKE THE EMAIL COMMUNICATE ANYWAY
DECIDING ON CONTENT

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DESIGN
• IF THERE IS ANYTHING YOU’RE NOT SURE ABOUT IS TO TEST IT
DECIDING ON CONTENT

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THE OUTLIERS
SO FIND OUT
WHAT WORKS
FOR YOUR
DONORS
THERE WILL BE OUTLIERS

27. 25/09/2013 27
TEST
WHAT WORKS FOR OTHERS MAY NOT WORK FOR YOU
WHY TEST?

28. 25/09/2013 28
TEST
WHAT DO YOU TEST?

29. 25/09/2013 29
TEST
WHAT DO YOU TEST?
Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-Campaigns.pdf

30. 25/09/2013 30
TEST
WHAT DO YOU TEST?
DAY OF THE WEEK TIME OF DAY

31. 25/09/2013 31
TEST
RULES OF AB TESTING
KEEP A CONTROLLED
GROUP
CHANGE ONLY 1 VARIABLE
PER TEST
LARGE ENOUGH TESTING
SAMPLE

32. 25/09/2013 32
TEST
WHAT DO YOU TEST?
Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-Campaigns.pdf

33. 25/09/2013 33
TEST
ANALYSE YOUR RESULTS
WHAT
CONCLUSIONS DID
YOU COME UP
WITH?

34. 25/09/2013 34
TEST
ANALYSE YOUR RESULTS
TESTING
CHANGE

35. 25/09/2013 35
SUMMARY
SO GIVE IT THE ATTENTION IT DESERVES
- LOOK AT WHERE YOU CAN CUT BACK YOUR EMAIL FREQUENCY
- THINK ABOUT HOW YOUR MESSAGING WITHIN YOUR CONTENT COMES ACROSS
AND HOW YOU CAN PERSONALISE YOUR MESSAGES THROUGH SEGMENTATION
- CREATE A DESIGN THAT IS SIMPLE AND EFFICIENT FOR YOUR READER
- TEST TEST TEST – WHAT WORKS FOR YOU WILL BE DIFFERENT THAN WHAT
WORKS FOR OTHERS SO TEST AS OFTEN AS YOU CAN AND THEN BE OPEN TO
CHANGES THAT MAY NEED TO OCCUR
EMAIL IS IMPORTANT

36. 25/09/2013 36
QUESTIONS?
MEGAN LEWIS
DIGITAL MARKETING & EVENTS SPECIALIST
megan.lewis@blackbaud.com.au
au.linkedin.com/in/meganrileylewis