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Email Marketing Best Practices for Not-For-Profit Organisations
Simon Byrne
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Today’s Webinar
• Know your Audience: Collect, Segment,
Personalise
• Making it into the inbox (not as easy as you think)
• How to improve your email open rate
• Generating click-throughs
• Thinking outside the box: RSPCA case study
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Collecting data
• Make sign-up quick and easy - ask for more details later
• Capture points- think beyond the homepage(secondary pages, social, SMS, in person)
• Make use of your email stats
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Audience segmentation
• Forget the term “e-blast”
• Create relevant segments of subscribers and send short, tailored messages to each one
• Segments can be created in your email marketing platform using lists, folders, or in some cases dynamic segmentation tools
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Personalisation
• Keep your emails short and relevant to the target group
• Address people by their name
• Use other data fields to personalise even further
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Making it into the inbox(Not always as easy as you think)
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What affects your
deliverability• Data quality
• Sender reputation (not always in your hands)
• Subject line
• Content- keywords- use of images- plain text version- quality of HTML code
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You’re in! Now how to get people opening your email.
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Improving your open rate
• Average open rate for NFPs is 25%
• What can you do to improve yours:- Subject line- ‘From’ name- Pre-header text
• Split testing!
And most importantly…
• Send the right content to the right people
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Getting clicksThe core objective of every email campaign.
But how?
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Key click-through tactics• Design for MOBILE
• Images, images, images(people love to click them)
• Every article or section should have a call to action! (Preferably a button)
• No long-winded text. Invite people to click through for more info.
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Thinking outside the box:
RSPCA Case Study