email matters - how to build an online giving program
DESCRIPTION
Presentation by Holly Wagg at the 2014 LGBT Philanthropy Conference, Toronto, ON. This super speedy session will provide an overview of the ins and outs, both back and front end, of how to set up and manage email campaigns. Starting with the anatomy of an email, we’ll go from writing to coding, while sharing benchmarks and best practices. Then, we’ll hone in on a series of case studies to show how email can function effectively in a variety of organizations at all different stages of program sophistication and maturity.TRANSCRIPT
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