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HIGHER CONVERSIONS:
        THE ANATOMY OF ENGAGING
        EMAIL CAMPAIGNS
        Mike Snusz
        Sr. Internet Marketing Consultant at Blackbaud



                     If you’re Tweeting, use
                         #EngagingEmail
                         #mcc2012




6/15/2012   Footer                             1
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
THE INBOX: A CLUTTERED, COMPETITIVE PLACE




Higher Conversions: The Anatomy of Engaging Email Campaigns   3   @mikesnusz | #EngagingEmail #mcc12
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
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
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
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
CROCS




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




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




Higher Conversions: The Anatomy of Engaging Email Campaigns   10   @mikesnusz | #EngagingEmail #mcc12
(PERSONALIZED) CONTENT IS KING




Higher Conversions: The Anatomy of Engaging Email Campaigns   11   @mikesnusz | #EngagingEmail #mcc12
PERSONALIZING YOUR EMAIL


                     THEN                                                  NOW




Higher Conversions: The Anatomy of Engaging Email Campaigns   12   @mikesnusz | #EngagingEmail #mcc12
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
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
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
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
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
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
CULTIVATE: THANK DONORS &
           TELL HOW DONATIONS WERE USED




Higher Conversions: The Anatomy of Engaging Email Campaigns   19   @mikesnusz | #EngagingEmail #mcc12
PROVIDE VALUE: DELIVER RELEVANT CONTENT




                                                                                                  www.KayYow.com


Higher Conversions: The Anatomy of Engaging Email Campaigns   20   @mikesnusz | #EngagingEmail #mcc12
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
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
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
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
FROM NAME
           •    Recognizable name – organization name (or celebrity)




Higher Conversions: The Anatomy of Engaging Email Campaigns   25   @mikesnusz | #EngagingEmail #mcc12
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
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
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
AVOID LARGE OR MANY IMAGES




Higher Conversions: The Anatomy of Engaging Email Campaigns   29   @mikesnusz | #EngagingEmail #mcc12
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
SUMMARIZE PURPOSE IN IMAGE’S ALT TEXT




Higher Conversions: The Anatomy of Engaging Email Campaigns   31   @mikesnusz | #EngagingEmail #mcc12
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
ASK FOR A TIMELY, SPECIFIC NEED




Higher Conversions: The Anatomy of Engaging Email Campaigns   33   @mikesnusz | #EngagingEmail #mcc12
CREATE A COMPELLING LANDING PAGE




Higher Conversions: The Anatomy of Engaging Email Campaigns   34   @mikesnusz | #EngagingEmail #mcc12
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
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
Higher Conversions: The Anatomy of Engaging Email Campaigns   37   @mikesnusz | #EngagingEmail #mcc12
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
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
EYE TRACKING




                                                        From: 'Email Newsletters: Surviving Inbox Congestion' - Jakob Nielsen's Alertbox

Higher Conversions: The Anatomy of Engaging Email Campaigns      40       @mikesnusz | #EngagingEmail #mcc12
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
PROMOTE CAMPAIGN IN OTHER EMAILS




Higher Conversions: The Anatomy of Engaging Email Campaigns   42   @mikesnusz | #EngagingEmail #mcc12
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
TECHNIQUE #1 - IN CASE YOU DIDN’T SEE IT




Higher Conversions: The Anatomy of Engaging Email Campaigns   44   @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #2 – PROGRESS UPDATE




      Update

    Outcome
 Urgent Need




Higher Conversions: The Anatomy of Engaging Email Campaigns   45   @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #3 – DEADLINE ALERT




Higher Conversions: The Anatomy of Engaging Email Campaigns   46   @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #4 – SAME THEME. DIFFERENT OPTIONS




Higher Conversions: The Anatomy of Engaging Email Campaigns   47   @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #5 – RELATED NEWS OF THE DAY




Higher Conversions: The Anatomy of Engaging Email Campaigns   48   @mikesnusz | #EngagingEmail #mcc12
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
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
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
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
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
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
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
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
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
Higher Conversions: The Anatomy of Engaging Email Campaigns   58   @mikesnusz | #EngagingEmail #mcc12
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
Higher Conversions: The Anatomy of Engaging Email Campaigns   60   @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns   61   @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns   62   @mikesnusz | #EngagingEmail #mcc12
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
Higher Conversions: The Anatomy of Engaging Email Campaigns   64   @mikesnusz | #EngagingEmail #mcc12
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
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
EOY CAMPAIGN EMAIL #2
           SUBJECT: PLEASE HELP A HUNGRY CHILD




Higher Conversions: The Anatomy of Engaging Email Campaigns   67   @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #3
           SUBJECT: WHY YOU MATTER TO A STARVING CHILD




Higher Conversions: The Anatomy of Engaging Email Campaigns   68   @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #4
           SUBJECT: DEADLINE: MATCH EXPIRES IN 1 DAY




Higher Conversions: The Anatomy of Engaging Email Campaigns   69   @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #5
           SUBJECT: LAST CHANCE MATCH: HOURS TO DEADLINE




Higher Conversions: The Anatomy of Engaging Email Campaigns   70   @mikesnusz | #EngagingEmail #mcc12
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
QUESTIONS?




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

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Higher Conversions: The Anatomy of Engaging Email Campaigns (v2)

  • 1. HIGHER CONVERSIONS: THE ANATOMY OF ENGAGING EMAIL CAMPAIGNS Mike Snusz Sr. Internet Marketing Consultant at Blackbaud If you’re Tweeting, use #EngagingEmail #mcc2012 6/15/2012 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

Notas del editor

  1. TITLE SLIDE.
  2. If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  3. Email is a relationship
  4. Much like nonprofit database
  5. If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  6. Relationship-building tool. Don’t want to weaken it.
  7. Relationship-building tool. Don’t want to weaken it.
  8. Maximized opportunity to connect with audiences
  9. If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  10. Huge difference. So many important details are rushed. No reason not to test every message.
  11. Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  12. Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  13. Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  14. Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  15. Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
  16. Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
  17. Helps with SEO, drive social media traffic here
  18. Helps with SEO, drive social media traffic here
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  20. Can do more on your website – donate, register for an event, watch a video, explore your website. Experiment with color.
  21. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
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  23. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  24. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  25. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  26. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  27. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  28. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  29. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  30. No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
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