email matters - how to build an online giving program
Post on 30-Oct-2014
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Email Matters
Holly Wagg
If I can just add abutton I’m
confident that donations will pour in!
LEarn
EmAil Matters
10-25%
41%
1/3
Single Touchpoint
Integrate
flickr@rob_fuel
Integrate
ESP to CRM
Net Community
Luminate
Lists
Front End
Front End
Dashboard
Benchmarks
12%
0.45%
0.18%
Metrics That Matter
15%
13%
0.07% – 0.16%
22%
$68 one-time; $21 monthly
Metrics That Matter
Analytics
Our goal
Who is this Email From?
When Should I send my email?
When Should I send my email?
When Should I send my email?
How Often
Types of Email
Open My email, pretty please!
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4 ‘U’ of Subject Lines
Subject Line Examples
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Design Matters
Design Matters
Design Crimes
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• many different fonts
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Tip! Alt Tags are Awesome
Copy Writing
Copy Writing
Copy Writing
Copy Writing
Before you hit Send
A/b Testing
Mobile-Optimized, not Friendly•
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Mobile•
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Welcome Series
Email and Direct Mail
Newsletter
Guest/Celebrity
StewardShip
Year-End Campaign
Year-End Emails
Campaigns
Monthly Giving
Matching Gifts
Special Events
Cross promotion
Thank you
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