email isn't as sexy as it used to be, but it isn't dead either
Post on 02-Dec-2014
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Email Isn’t Sexy,But It Isn’t DeadEither.
Christine Schaefer, Salsacschaefer@salsalabs.com@salsalabs
Marcy Rye, Wire Mediamarcy@wiremedia.net@wiremedia
Email is Alive & Well
• List size growth 14%• Small group list growth 26%
• Email ~ 1/3 of online fundraising revenue• Email Audience > Social Media by ~5x
• More messages ≠ Supporter Fatigue
“As Archimedes might have said: ‘Give me an email list long enough and a [online engagement system] from which to send messages, and I shall move the world.’”
All of the above from M+R 2014 eNonprofit Benchmark report
The Audience Perspective
At work
Out and about
Out to eat
Chillin’ at home
Understanding Device Context
• scale / proportion
• font size
• amount of text
• subject line length
• mobile vs. stationary
Your Relationship
• how well do they know you?
• why are they on your email list?
• what do they want from your emails?
• what do you want from them?
Stay Out of Spamalot
• For Pete’s Sake, clean your list and keep it that way– Hard and soft
bounces– No activity >6
months– Automate cleanliness
Segmentation = Greater Response Rates
Examples of Possible Year-End Segments:• Given within last 3 months• Donated at Year-End Last Year• Top 20%, Middle 40%• No activity >6 months• Specific Program Givers
Don’t Personalize, Individualize
244%e-mail opens
161% click through
330% revenue per mailing
*Janrain
E-mail segmentation by demographics and interests
Growing Your Lists the Right Way
• Organic is Best– Petitions: yes, even
for 501(c)3s– Sign-up forms, etc.
• List Growth Services– Paid Acquisition– Rented Lists
A Few List Acquisition Services
• Change.org• Care2.org• Left Action
Trusted Friends Make All The Difference for Success
NEVER, EVER!!!!!!!!!!!!!!!!!!
• Add to list without consent
• Purchase Lists• Swap Lists
You’ll catch something
Getting Them to Read ItAND
Take Action
Get their attention
Mastering the Subject Line: Tip 1
“Describe the candy, not the wrapper.”-Kivi Leroux Miller
“Kids After School Monthly Newsletter, April 1, 2014”vs.
“Super Hero Summer Camp Registration is Open”
“Learn About Our Workshops for Parents”vs.
“Parents Stress Management Workshop This Friday”
Mastering the Subject Line: Tip 2
“What’s in it for me?”-Anyone whoever received an email
“SB123 Passes! A win for the arts.”vs.
“Art programs are back in elementary schools”
“Participate in our summer photo challenge”vs.
“Inspire others with your photos this summer”
Mastering the Subject Line: Tip 3
“Tell it, don’t sell it.”-Mailchimp
“Special Offer from the Big Foundation: Food Event 2014”vs.
“Invitation: XY Magazine’s 9th Annual Cook Out”
“What you can to do to help state parks this year”vs.
“park cleanup; letter from President; photo contest ”
Mastering the Subject Line: Tip 4
Don’t be bossy.
“Donate today to save endangered whales”vs.
“Only 412 whales left in newly discovered species”
“Read our CEO’s Huffington Post Blog on Healthcare”vs.
“What 3 Year Olds Can Teach Us About Quality Healthcare”
Mastering the Subject Line: Tip 5
Get local.
“Art programs are back in elementary schools”vs.
“Art programs are back in Los Angeles elementary schools”
“Super Hero Summer Camp Registration is Open”vs.
“Compton Super Hero Summer Camp Registration is Open”
Mastering the Subject Line: Tip 6
Be concise.“Our Bees. Gone.”
vs.“EPA poised to enact laws approving production of
more bee killing pesticides”
“Celebrate with the Center”vs.
“Join corporate, government and nonprofit leaders for the Center’s 35th Annual Celebration”
Mastering the Subject Line: Tip 7
Get personal.
“Super Hero Summer Camp Registration is Open”vs.
“Beth, Super Hero Summer Camp Registration is Open”
“Celebrate with the Center”vs.
“Marianna Sanchez, come celebrate with the center”
Name of Sender
From John Cleesevs.
From Monty Python’s Flying Circus
Decide on Best Length / Format
WHO GOAL
TYPE OF EMAIL / FORMAT
A/B Testing to Optimize Your Results
Choose a Goal, Decide What Success Looks Like
• Email open rate
• Donation conversions
• Blog post views
• Sharing
What to Test
• Subject line
• From
• Date/time/day-of-week
• Design choices
• Number of emails sent in a timeframe
Walk this Way: How to Run an A/B Test
• The 10/10/80 split
• Importance of randomness
• Timing
• Sample size
• Testing multiple factors
• Software
With email - just like comedy - timing is everything
Timing for Audience Reaction
• Rhythm– Marketing Sherpa: Avoid
drastic changes– Test before it matters– M+R: more advocacy emails =
higher response
• Follow-up
New Tools to Consider
• QuickFillRepeat Donations Made Easy
• Online Engagement PlatformsGo beyond email and CRM to multi-channel, high response campaigns with little effort
One More Tool for Success:
QuickFill
Online Engagement PlatformsMatch your “headlines” across channels.
And, do a lot of the other things I mentioned already – smart groups, nurture/follow-up, etc.
Christine Schaefer, Salsacschaefer@salsalabs.com@salsalabs
Marcy Rye, Wire Mediamarcy@wiremedia.net@wiremedia
Questions?
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