UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
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
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
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
If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
Email is a relationship
Much like nonprofit database
If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
Relationship-building tool. Don’t want to weaken it.
Relationship-building tool. Don’t want to weaken it.
Maximized opportunity to connect with audiences
If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
Huge difference. So many important details are rushed. No reason not to test every message.
Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
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
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
Helps with SEO, drive social media traffic here
Helps with SEO, drive social media traffic here
Section header
Can do more on your website – donate, register for an event, watch a video, explore your website. Experiment with color.
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
Section header
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
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
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
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
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
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
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
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