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Email Marketing Secrets
We’re on a mission
to give your donors a great online experience
 We love the Not-for-Profit sector
✔ We consult
✔ We educate
✔ We research
Delicious Digital
Email Marketing Secrets
Auckland 4 July, 2017
Nice to meet you
Shanelle Newton Clapham
Consultant with more than
12 years experience in
digital marketing & fundraising
Author: Attracting Donors Online
Imagine…
What you could achieve if
all your emails are opened . . . . .
What we’ll reveal
• How to get people to open your emails
• What email templates get the best results
• How to get people to give via email
• How to segment based on their behaviour
• Who in Fundraising is doing email well?
•
How to get people to
open your emails and click
How to get people to
open your emails and click
1. Subject Lines
What to do
•3 words
•Be personal
{Firstname}
•Be timely and useful
•First Letter
Capitalisation
•Localise
* Mailchimp research
What to avoid
• Free
• Help *
• Reminder *
• Percent Off *
• All CAPS
• #!$
Subject: Shanelle, Why would anyone
want to hurt a koala?
Subject: Just six hours ✔✗
Subject: What my son left
behind
Subject: The media
has stopped
reporting on this✔
✔
2. From name
• A person, not an organisation
• Someone with credibility
• Sign off/ Signature
Write in the first person
✔
✔
✔
✔
✗
3. Linking
• Logo link to Homepage
• 1st
line link
• Call to actions
• Linking underscored
(brand guidelines can
differ)
• PS with link
• Clickable images/ alt text
• Linking underscored
(brand guidelines can
differ)
• PS with link
• Logo link to Homepage
• Strong call to actions
•
What email templates get
the best results?
What email templates get
the best results?
Email templates & layout
P.S. Save the Fairy Possum
• Preview pane
• Get straight to the
point
• Minimal header
• Strong call to action
• P.S.
Solus eDMs
✔
Subject:
We Won!
• Minimal header
• Get straight to the point
• Positive image
• Strong call to action
• P.S.
There is no right or wrong
(with newsletters)
✔ ✔
✔
• Make the supporter feel important
• Establish your brand & voice
• Be creative
• Sign off from a person
• Give them more value/
something more to do
✔Auto-Responders
✗
• Make the supporter feel important
• Establish your brand & voice
• Be creative
• Sign off from a person
• Give them more value/
something more to do
How to get people
to give via email
How to get people
to give via email
Email giving
• Make it relevant to the
donor’s life
• Make sure ask fits
criteria for giving
• One clear ask – what it’s
for and why
• Dual button Call to Action(s)
• Focus on the one, not the
many (case study)
• Every link goes to same
destination URL.
It’s all in the landing page
No clear CTA on
landing page
How to segment
based on their behaviour
How to segment
based on their behaviour
Data & segmentation
Who in Fundraising
is doing email well?
Who in Fundraising
is doing email well?
Your email’s job is to get the donor
to click through:
- Send from a person
- Intriguing subject line
- Links tell a story
- Strong call to action.
Questions?

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How to get people to Open & Click on your Email Marketing

  • 2. We’re on a mission to give your donors a great online experience
  • 3.  We love the Not-for-Profit sector ✔ We consult ✔ We educate ✔ We research
  • 4. Delicious Digital Email Marketing Secrets Auckland 4 July, 2017
  • 5. Nice to meet you Shanelle Newton Clapham Consultant with more than 12 years experience in digital marketing & fundraising Author: Attracting Donors Online
  • 6. Imagine… What you could achieve if all your emails are opened . . . . .
  • 7. What we’ll reveal • How to get people to open your emails • What email templates get the best results • How to get people to give via email • How to segment based on their behaviour • Who in Fundraising is doing email well?
  • 8. • How to get people to open your emails and click How to get people to open your emails and click
  • 9.
  • 10. 1. Subject Lines What to do •3 words •Be personal {Firstname} •Be timely and useful •First Letter Capitalisation •Localise * Mailchimp research What to avoid • Free • Help * • Reminder * • Percent Off * • All CAPS • #!$
  • 11. Subject: Shanelle, Why would anyone want to hurt a koala? Subject: Just six hours ✔✗
  • 12. Subject: What my son left behind Subject: The media has stopped reporting on this✔ ✔
  • 13. 2. From name • A person, not an organisation • Someone with credibility • Sign off/ Signature Write in the first person ✔
  • 15. 3. Linking • Logo link to Homepage • 1st line link • Call to actions • Linking underscored (brand guidelines can differ) • PS with link • Clickable images/ alt text
  • 16. • Linking underscored (brand guidelines can differ) • PS with link
  • 17. • Logo link to Homepage • Strong call to actions
  • 18. • What email templates get the best results? What email templates get the best results?
  • 20. P.S. Save the Fairy Possum • Preview pane • Get straight to the point • Minimal header • Strong call to action • P.S. Solus eDMs
  • 21. ✔ Subject: We Won! • Minimal header • Get straight to the point • Positive image • Strong call to action • P.S.
  • 22. There is no right or wrong (with newsletters) ✔ ✔ ✔
  • 23. • Make the supporter feel important • Establish your brand & voice • Be creative • Sign off from a person • Give them more value/ something more to do ✔Auto-Responders
  • 24. ✗ • Make the supporter feel important • Establish your brand & voice • Be creative • Sign off from a person • Give them more value/ something more to do
  • 25. How to get people to give via email How to get people to give via email
  • 26.
  • 27. Email giving • Make it relevant to the donor’s life • Make sure ask fits criteria for giving • One clear ask – what it’s for and why • Dual button Call to Action(s) • Focus on the one, not the many (case study) • Every link goes to same destination URL.
  • 28. It’s all in the landing page
  • 29. No clear CTA on landing page
  • 30. How to segment based on their behaviour How to segment based on their behaviour
  • 32. Who in Fundraising is doing email well? Who in Fundraising is doing email well?
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. Your email’s job is to get the donor to click through: - Send from a person - Intriguing subject line - Links tell a story - Strong call to action.

Notes de l'éditeur

  1. Subject Lines From names Linking
  2. Destination URL
  3. Destination URL