Email marketing has been the cornerstone of most online marketing and digital fundraising campaigns for the last 15 years. But email response rates are in decline.
Here are 3 clear tactics that you can employ to improve your results from email.
5. Nice to meet you
Shanelle Newton Clapham
Consultant with more than
12 years experience in
digital marketing & fundraising
Author: Attracting Donors Online
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
• #!$
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
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.
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.