5 Ways to Boost Email Engagement Through Personalization with Megan McCaffery
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Lightning Talk from 2019's The Digital Nonprofit conference.
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5 Ways to Boost Email Engagement Through Personalization with Megan McCaffery
- 1. 5 Ways to Boost Email Engagement Through Personalization Frontier Marketing Company | Megan McCaffery @frontiermarketingco | @playfightdesign @frontier.io | @playfightdesign
- 2. 1. Copy Content is king, and great personalized content should feel like a letter from a friend. ➔ *|FNAME|* Increases open rates by 29% (marketingSherpa) ➔ Authenticity Use your real email and real signature ➔ Informal A donor should never question the meaning of a word in your emails. Pro-Tip A merge tag is only as good as your data.
- 3. 2. Metrics Master the art of the Bespoke Ask™ ➔ High Value Donors Donors who give more, don’t mind being asked for more (usually). ➔ Ask Formulas A good starting point for most donors is a 50% increase from their last donation
- 4. 3. Layout Less is more, except when more is more. ➔ Plain text/Stripped Down Make it look like an email from a friend. ➔ Donor specific design For a different approach to personalization, illustrate their impact with graphics and stats!
- 5. 4. Segments Good data is your best friend. Some segments to consider: ➔ High Value Donors One donation can make or break a term ➔ Volunteers 92% of volunteers will make a donation the same year (statscan) ➔ Campaign Specific donors ➔ Lapsed/LYBUNTY Donors Last Year But Unfortunately Not This Year
- 6. Hi Harold, I wanted to personally thank you for your support during our camp fundraiser last year. Your continued support over the past 3 years has given low income families summer memories for years to come. We still haven’t raised the $50,000 needed to run camp again in 2019, but we are close. Would you consider giving a gift of $1000 this year to ensure camp can continue for years to come? Regards, -Ted
- 7. 5. Email Clients At least 50% of users view their emails on a mobile device. ➔ Mobile Devices Used primarily by those aged 14-34 ➔ Outlook/Desktop Declining usage year over year since 2014 ➔ Gmail/Web app At least 30% of emails are read in a web app How Charities Compare
- 8. Thank You! For more great tip and tricks check out: Frontier Marketing Company Really Good Emails NextAfter Frontier Marketing Company | Megan McCaffery @frontiermarketingco | @playfightdesign @frontier.io | @playfightdesign
Notes de l'éditeur
- Merge tags are a beautiful thing, and calling someone by name is one of the best ways to grab their attention. [something for the next slide Disclaimer, french people don’t like this so much] Your copy should convince people you care. We frequently use personalized copy in marketing campaigns that have a sense of urgency, like match campaigns, or events around the holidays. To make something sound truly authentic, it needs to be emotional and heartfelt, or at the very least believable. You want your donors to see your passion behind the cause you are championing, or feel the urgency in your campaign. A donor should feel like your passion is your motivation for reaching out, not money. And they should feel like their contribution can really change the tides Personalization isn’t only for asks, it can be great for stewardship as well. You’re passionate about your cause and chances are your donors are too. Remind them what THEY are accomplishing with THEIR support and show that you are interested in more than just money. You want to avoid sounding like the friend who you haven’t spoken to in 5 years who is catching up with you one minute and trying to sell you Avon products the next. Frequent donors and high value donors are more likely to respond to being spoken to like you are friends, especially if the sender has met them before in real life. Again, this strategy is going to be more effective if you have good data and segment accordingly Jeff Brooks has a great book called “Turn Your Words into Money”. When I took my first steps into the non-profit marketing world, this was a valuable resource. One great take away from his book was writing at a 6th grade reading level. Nobody likes to feel stupid. Our emails should be friendly, informal, and easy to read. [something for the next slide. Mention that people scan emails a lot of the time too, so making it as easy to speed read as possible is an asset] Your volunteers already know you. A 2010 StatsCan study found 91% of those who performed 60+ hours of volunteer work in the previous year made a charitable donation that year. Stats on number of people who reply to emails from really good emails
- At the minimum, you should know who your largest donors are and have a way to target them, it might feel uncomfortable asking a donors for $1000 in an email if your average gift is $90, but one or two donation can really make the difference for that term If you have great data, you can customize your asks in an even more personalized way: the Bespoke ask
- Link David’s tea email Has been substantiated by really good emails, and a few others I come from a graphic design background, so telling you not to design your emails is a little soul crushing. That’s why I really like this alternative. This is from David’s Tea, they’re blatantly displaying all the information they’ve collected about me over the years
- Many of us are already familiar with segmenting to some degrees, such as removing donors from specific campaigns after their donate Segmentation can have an effect on everything from Open rates to revenue. Explain LYBUNTY (last’s year’s trendiest acronym) In the non-profit sector there are some simple segments that every good non-profit should have a grasp on
- And unfortunately and estimated ____% of our donor base still uses outlook While something often has to be ugly on outlook, it isn’t like we can’t take advantage of some of the great features gmail and other more up-to-date clients have to offer