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 nonprofits whose email campaigns have surpassed their goals and industry averages. Takeaways 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

1. HIGHER CONVERSIONS:
THE ANATOMY OF ENGAGING
EMAIL CAMPAIGNS
Mike Snusz
Sr. Internet Marketing Consultant at Blackbaud
If you’re Tweeting, use
#EngagingEmail
#mcc2012
6/13/2012 Footer 1

2. ABOUT ME
• 9 years working at/with nonprofits
• Former fundraiser at Roswell Park Alliance Foundation
• Email, fundraising & online strategy consulting at Blackbaud
• Strategist for Guide Creative
• Contribute: NetWitsThinkTank.com
• Twitter: @mikesnusz
Higher Conversions: The Anatomy of Engaging Email Campaigns 2 @mikesnusz | #EngagingEmail #mcc12

3. THE INBOX: A CLUTTERED, COMPETITIVE PLACE
Higher Conversions: The Anatomy of Engaging Email Campaigns 3 @mikesnusz | #EngagingEmail #mcc12

4. HOW IMPORTANT IS EMAIL?
35% of online revenue comes from email*
*2012 eNonprofit Benchmark Study (NTEN, M&R)
Higher Conversions: The Anatomy of Engaging Email Campaigns 4 @mikesnusz | #EngagingEmail #mcc12

5. SESSION AGENDA
• Corporate email programs: What can nonprofits learn?
• (Personalized) content is king
• Anatomy of engaging email
• Why you need to test…and what to test
• Best practices for campaign types
• Email campaign example: UNICEF
• Brief Q&A
Higher Conversions: The Anatomy of Engaging Email Campaigns 5 @mikesnusz | #EngagingEmail #mcc12

6. C O R P O R AT E E M A I L P R O G R A M S : W H AT C A N
NONPROFITS LEARN?
Higher Conversions: The Anatomy of Engaging Email Campaigns 6 @mikesnusz | #EngagingEmail #mcc12

7. ABOUT CORPORATE EMAIL PROGRAMS
• Large budgets, staff, work with agencies
• Sophisticated programs that provide value
• Data-driven decisions
• Top programs: Most important value drivers
82% - Test and measure everything*
71% - Build in targeting capabilities*
*2011 Gleanster survey on Email Marketing
Higher Conversions: The Anatomy of Engaging Email Campaigns 7 @mikesnusz | #EngagingEmail #mcc12

8. CROCS
Higher Conversions: The Anatomy of Engaging Email Campaigns 8 @mikesnusz | #EngagingEmail #mcc12

9. WHOLE FOODS
Higher Conversions: The Anatomy of Engaging Email Campaigns 9 @mikesnusz | #EngagingEmail #mcc12

10. AMAZON
Higher Conversions: The Anatomy of Engaging Email Campaigns 10 @mikesnusz | #EngagingEmail #mcc12

11. (PERSONALIZED) CONTENT IS KING
Higher Conversions: The Anatomy of Engaging Email Campaigns 11 @mikesnusz | #EngagingEmail #mcc12

12. PERSONALIZING YOUR EMAIL
THEN NOW
Higher Conversions: The Anatomy of Engaging Email Campaigns 12 @mikesnusz | #EngagingEmail #mcc12

13. WHY (PERSONALIZED) CONTENT IS KING
• Top tactic to deliver relevant and engaging content*
• Open rates increase 7% & click-through rates increase 80%**
• Click-through rates twice as high first 30 days***
*2011 MarketingSherpa Email Marketing Benchmark Survey
**MailerMailer 2010 Email Marketing Metrics Report
***MarketingSherpa "Email Marketing Benchmark Guide 2008”
Higher Conversions: The Anatomy of Engaging Email Campaigns 13 @mikesnusz | #EngagingEmail #mcc12

14. WHY (PERSONALIZED) CONTENT IS KING
• Provide value
• Connection
• Without relevant content, risk:
- Level of engagement
- Level of attention
- Decreased response
- Weakened relationship
Higher Conversions: The Anatomy of Engaging Email Campaigns 14 @mikesnusz | #EngagingEmail #mcc12

15. 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 15 @mikesnusz | #EngagingEmail #mcc12

16. 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 16 @mikesnusz | #EngagingEmail #mcc12

17. UDM ALUMNI NEWSLETTER
School of Architecture
Engineering Grads
Audience Open rate
School of Architecture 23.5%
Engineering Grads 18.9%
Everyone Else 11.9%
Higher Conversions: The Anatomy of Engaging Email Campaigns 17 @mikesnusz | #EngagingEmail #mcc12

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 reminders)
Higher Conversions: The Anatomy of Engaging Email Campaigns 18 @mikesnusz | #EngagingEmail #mcc12

19. CULTIVATE: THANK DONORS &
TELL HOW DONATIONS WERE USED
Higher Conversions: The Anatomy of Engaging Email Campaigns 19 @mikesnusz | #EngagingEmail #mcc12

20. PROVIDE VALUE: DELIVER RELEVANT CONTENT
www.KayYow.com
Higher Conversions: The Anatomy of Engaging Email Campaigns 20 @mikesnusz | #EngagingEmail #mcc12

21. HIDDEN WAYS TO PERSONALIZE ANY EMAIL
Solicit
• Match areas of interest to funding opportunities
• Provide past gift info
• Planned giving prospects
Data Integrity
• Missing information
• Verify information
Higher Conversions: The Anatomy of Engaging Email Campaigns 21 @mikesnusz | #EngagingEmail #mcc12

22. A N AT O M Y O F E N G A G I N G E M A I L
Higher Conversions: The Anatomy of Engaging Email Campaigns 22 @mikesnusz | #EngagingEmail #mcc12

23. PLAN YOUR EMAIL CAMPAIGN
• Start earlier!
• Identify specific goals and dates
• Discuss segments & relevant content
• Test? Incentives?
• Channels: Offline? Social media? Website?
• Review email internally
• Send & review metrics
Higher Conversions: The Anatomy of Engaging Email Campaigns 23 @mikesnusz | #EngagingEmail #mcc12

24. ANATOMY OF ENGAGING EMAIL
Recognizable “From” field
Intriguing subject lines
Concise, relevant content
Compelling call to action
Higher Conversions: The Anatomy of Engaging Email Campaigns 24 @mikesnusz | #EngagingEmail #mcc12

25. FROM NAME
• Recognizable name – organization name (or celebrity)
Higher Conversions: The Anatomy of Engaging Email Campaigns 25 @mikesnusz | #EngagingEmail #mcc12

26. SUBJECT LINES
• Pique curiosity, generate interest & convey urgency
Not Intriguing Intriguing
Help Maine wildlife 5 things you can do right now for Maine wildlife
Support the whales Deadline tomorrow: Time running out for whales
April 2010 eNewsletter eNewsletter: Homecoming events announced
Higher Conversions: The Anatomy of Engaging Email Campaigns 26 @mikesnusz | #EngagingEmail #mcc12

27. SUBJECT LINES
• Mobile friendly: Front-load first 30 characters
• Avoid special characters (!, $) and CAPS
• Fastest way to better results: Test!
Higher Conversions: The Anatomy of Engaging Email Campaigns 27 @mikesnusz | #EngagingEmail #mcc12

28. USE SCANNABLE CONTENT
• Use lists when possible
• Numbers versus bullets
• Numerals versus words
• More whitespace
• Short paragraphs
• Bold important phrases
• Headlines
Higher Conversions: The Anatomy of Engaging Email Campaigns 28 @mikesnusz | #EngagingEmail #mcc12

29. AVOID LARGE OR MANY IMAGES
Higher Conversions: The Anatomy of Engaging Email Campaigns 29 @mikesnusz | #EngagingEmail #mcc12

30. AVOID LARGE OR MANY IMAGES
Images Blocked By Default in:
Hotmail Yahoo Gmail
Blackberry Android Default Android Gmail
Outlook 2003 Outlook 2007 Outlook for Mac 2011
Windows Live Hotmail Windows Mobile 7 AOL Webmail/Desktop
Images Not Blocked By Default in:
iPhone/iPad Outlook Express Apple Mail Lotus Notes
Source: http://awe.sm/5y5lA
Higher Conversions: The Anatomy of Engaging Email Campaigns 30 @mikesnusz | #EngagingEmail #mcc12

31. SUMMARIZE PURPOSE IN IMAGE’S ALT TEXT
Higher Conversions: The Anatomy of Engaging Email Campaigns 31 @mikesnusz | #EngagingEmail #mcc12

32. USE VIDEO SCREEN SHOT IMAGES
• 2-3x higher clicks
*As Seen in the Inbox, Forrester Research, May, 2009
Higher Conversions: The Anatomy of Engaging Email Campaigns 32 @mikesnusz | #EngagingEmail #mcc12

33. ASK FOR A TIMELY, SPECIFIC NEED
Higher Conversions: The Anatomy of Engaging Email Campaigns 33 @mikesnusz | #EngagingEmail #mcc12

34. CREATE A COMPELLING LANDING PAGE
Higher Conversions: The Anatomy of Engaging Email Campaigns 34 @mikesnusz | #EngagingEmail #mcc12

35. USE INCENTIVES TO PROVIDE ADDED VALUE
• Matching gift
• Drawing
• Recognition
• Send an eCard
• Premium
• Honor or Memorial
• Membership
Higher Conversions: The Anatomy of Engaging Email Campaigns 35 @mikesnusz | #EngagingEmail #mcc12

36. CALL TO ACTION LINKS
• Make links compelling by including:
What + Why + Where/When
Not Compelling Compelling
Click here Speak up now to stop the bloodshed in Syria
Donate now Donate now to feed those starving in Somalia
Register Register by Feb. 20th to ride in honor of a
cancer survivor
Higher Conversions: The Anatomy of Engaging Email Campaigns 36 @mikesnusz | #EngagingEmail #mcc12

37. Higher Conversions: The Anatomy of Engaging Email Campaigns 37 @mikesnusz | #EngagingEmail #mcc12

38. WHY MOBILE-FRIENDLY MATTERS
• 88% check email daily on mobile device
• By the end of 2012, more people will read email on a mobile device
than desktop or webmail
• 63% of Americans would close or delete an email not optimized for
mobile
Source: http://awe.sm/5y8iv
Higher Conversions: The Anatomy of Engaging Email Campaigns 38 @mikesnusz | #EngagingEmail #mcc12

39. 10 WAYS TO BE MOBILE-FRIENDLY…THURSDAY
1. 1 column over 2
2. Text: 12pt. Headlines: 20 pt.
3. Make it scannable
4. Call to action link early
5. Don’t crowd links
6. Use smaller images
7. Create web page version
8. Mobile-friendly landing page
9. Front-load subject lines and…
10. Use a pre-header
Higher Conversions: The Anatomy of Engaging Email Campaigns 39 @mikesnusz | #EngagingEmail #mcc12

40. EYE TRACKING
From: 'Email Newsletters: Surviving Inbox Congestion' - Jakob Nielsen's Alertbox
Higher Conversions: The Anatomy of Engaging Email Campaigns 40 @mikesnusz | #EngagingEmail #mcc12

41. MULTI-CHANNEL INTEGRATION
• Which channels are most often integrated with email?
86% - Website
78% - Social media
50% - Events
45% - Blogs
33% - Direct mail
Source: *2011 MarketingSherpa Email Marketing Benchmark Survey
Higher Conversions: The Anatomy of Engaging Email Campaigns 41 @mikesnusz | #EngagingEmail #mcc12

42. PROMOTE CAMPAIGN IN OTHER EMAILS
Higher Conversions: The Anatomy of Engaging Email Campaigns 42 @mikesnusz | #EngagingEmail #mcc12

43. SEND A FOLLOW-UP EMAIL
• Avg. Open Rate: 14%*
• Change it with:
• Intro message
• New subject line
• Alternate approach
*2012 eNonprofit Benchmark Study (NTEN, M+R)
Higher Conversions: The Anatomy of Engaging Email Campaigns 43 @mikesnusz | #EngagingEmail #mcc12

44. TECHNIQUE #1 - IN CASE YOU DIDN’T SEE IT
Higher Conversions: The Anatomy of Engaging Email Campaigns 44 @mikesnusz | #EngagingEmail #mcc12

45. TECHNIQUE #2 – PROGRESS UPDATE
Update
Outcome
Urgent Need
Higher Conversions: The Anatomy of Engaging Email Campaigns 45 @mikesnusz | #EngagingEmail #mcc12

46. TECHNIQUE #3 – DEADLINE ALERT
Higher Conversions: The Anatomy of Engaging Email Campaigns 46 @mikesnusz | #EngagingEmail #mcc12

47. TECHNIQUE #4 – SAME THEME. DIFFERENT OPTIONS
Higher Conversions: The Anatomy of Engaging Email Campaigns 47 @mikesnusz | #EngagingEmail #mcc12

48. TECHNIQUE #5 – RELATED NEWS OF THE DAY
Higher Conversions: The Anatomy of Engaging Email Campaigns 48 @mikesnusz | #EngagingEmail #mcc12

49. W H Y Y O U N E E D T O T E S T … A N D W H AT T O T E S T
Higher Conversions: The Anatomy of Engaging Email Campaigns 49 @mikesnusz | #EngagingEmail #mcc12

50. WHY TEST?
According to top email programs:
• Email testing is the most important value driver*
• 82% of them test and measure everything*
*2011 Gleanster survey on Email Marketing
Higher Conversions: The Anatomy of Engaging Email Campaigns 50 @mikesnusz | #EngagingEmail #mcc12

51. MOST EFFECTIVE ELEMENTS TO TEST
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
2011 MarketingSherpa Email Marketing Benchmark Survey
Higher Conversions: The Anatomy of Engaging Email Campaigns 51 @mikesnusz | #EngagingEmail #mcc12

52. TEST CALL TO ACTION
The largest difference between high and low performing email
programs was in email click-through rates*
• Placement
• Incentive
• Language
• What color
*2010 eNonprofit Benchmarks Study, NTEN & M+R
Higher Conversions: The Anatomy of Engaging Email Campaigns 52 @mikesnusz | #EngagingEmail #mcc12

53. TEST TIME OF DAY?
• 6:00-7:00am (MailChimp)
• 6:00-11:00am (MailerMailer)
• 9:00am (Marketing Sherpa)
• 9:00am (eROI)
Higher Conversions: The Anatomy of Engaging Email Campaigns 53 @mikesnusz | #EngagingEmail #mcc12

54. HOW TO TEST?
• Send 2 tests: Each to 10%-20%
• Wait 1-2 days
• Review metrics & check statistical significance
• Send “winning” message to remaining recipients
• Repeat, Repeat, Repeat
• Calculator: eMarketingDynamics.com
Higher Conversions: The Anatomy of Engaging Email Campaigns 54 @mikesnusz | #EngagingEmail #mcc12

55. RECORD TEST RESULTS
• Simple spreadsheet
• Date
• Audience/List
• Variable tested
• Open rate
• Click-through rate
• Conversion rate
• Unsubscribe rate
Higher Conversions: The Anatomy of Engaging Email Campaigns 55 @mikesnusz | #EngagingEmail #mcc12

56. C A M PA I G N T Y P E S : B E S T P R A C T I C E S
Higher Conversions: The Anatomy of Engaging Email Campaigns 56 @mikesnusz | #EngagingEmail #mcc12

57. EVENT CAMPAIGN BEST PRACTICES
• Build excitement & spread-the-word
• Past event results & impact
• Interesting stories, pictures or videos
• What’s new & benefits of early registration
• 4 emails
• Kickoff: announcement
• Reminder
• Last chance
• Wrap-up: success
• Landing page: Social sharing & Twitter widget
Higher Conversions: The Anatomy of Engaging Email Campaigns 57 @mikesnusz | #EngagingEmail #mcc12

58. Higher Conversions: The Anatomy of Engaging Email Campaigns 58 @mikesnusz | #EngagingEmail #mcc12

59. END OF THE YEAR CAMPAIGN BEST PRACTICES
• Campaign theme
• “Bring light into a senior's life this holiday season”
• Campaign narrative
• Compelling need & problem to solve
• Moving personal story
• Why is it timely
• 3 donation levels
• Structure: 3-5 emails
• Kickoff – early Dec.
• Stewardship – 3rd week of Dec
• Last chance – end of Dec.
Higher Conversions: The Anatomy of Engaging Email Campaigns 59 @mikesnusz | #EngagingEmail #mcc12

60. Higher Conversions: The Anatomy of Engaging Email Campaigns 60 @mikesnusz | #EngagingEmail #mcc12

61. Higher Conversions: The Anatomy of Engaging Email Campaigns 61 @mikesnusz | #EngagingEmail #mcc12

62. Higher Conversions: The Anatomy of Engaging Email Campaigns 62 @mikesnusz | #EngagingEmail #mcc12

63. MONTHLY GIVING CAMPAIGN BEST PRACTICES
• Campaign theme & narrative
• Answer why & use giving levels
• Recognition: benefits, name
• Words to use: partnership, loyalty, team, efficient
• 3 emails
• Kickoff: goals, incentives
• Reminder: progress
• Close: success statement, reminder
• Patience & persistence
Higher Conversions: The Anatomy of Engaging Email Campaigns 63 @mikesnusz | #EngagingEmail #mcc12

64. Higher Conversions: The Anatomy of Engaging Email Campaigns 64 @mikesnusz | #EngagingEmail #mcc12

65. E M A I L C A M PA I G N E X A M P L E : U N I C E F
Higher Conversions: The Anatomy of Engaging Email Campaigns 65 @mikesnusz | #EngagingEmail #mcc12

66. EOY CAMPAIGN EMAIL #1
SUBJECT: JUST ANNOUNCED: DOUBLE YOUR IMPACT TO SAVE CHILDREN
Higher Conversions: The Anatomy of Engaging Email Campaigns 66 @mikesnusz | #EngagingEmail #mcc12

67. EOY CAMPAIGN EMAIL #2
SUBJECT: PLEASE HELP A HUNGRY CHILD
Higher Conversions: The Anatomy of Engaging Email Campaigns 67 @mikesnusz | #EngagingEmail #mcc12

68. EOY CAMPAIGN EMAIL #3
SUBJECT: WHY YOU MATTER TO A STARVING CHILD
Higher Conversions: The Anatomy of Engaging Email Campaigns 68 @mikesnusz | #EngagingEmail #mcc12

69. EOY CAMPAIGN EMAIL #4
SUBJECT: DEADLINE: MATCH EXPIRES IN 1 DAY
Higher Conversions: The Anatomy of Engaging Email Campaigns 69 @mikesnusz | #EngagingEmail #mcc12

70. EOY CAMPAIGN EMAIL #5
SUBJECT: LAST CHANCE MATCH: HOURS TO DEADLINE
Higher Conversions: The Anatomy of Engaging Email Campaigns 70 @mikesnusz | #EngagingEmail #mcc12

71. IMPACT TIPS
• Personalized content engages email recipients and improves results
• Test email messages to validate assumptions, better understand
recipients and make data-driven decisions
Higher Conversions: The Anatomy of Engaging Email Campaigns 71 @mikesnusz | #EngagingEmail #mcc12

72. QUESTIONS?
Higher Conversions: The Anatomy of Engaging Email Campaigns 72 @mikesnusz | #EngagingEmail #mcc12

73. RESOURCES
• NetWitsThinkTank.com
• ConnectionCafe.com
• AWeber.com/Blog
• www.Blackbaud.com/Nonprofit-Resources
• www.Blackbaud.com/BlackbaudIndex
• www.Blackbaud.com/Puzzle (June 14th webinar)
• www.GuideCreative.com/Giveaway
Higher Conversions: The Anatomy of Engaging Email Campaigns 73 @mikesnusz | #EngagingEmail #mcc12