learning more from email analytics
TRANSCRIPT
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93 billion marketing emails are sent every day. [THE RADICATI GROUP]
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The struggle for INBOX ATTENTION is real.
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Data from VentureBeat. Image from Campaign Monitor.
EMAIL DELIVERS THE BEST ROI
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• 10 years of nonprofit communications, public relations, and marketing experience• Local, regional, national organizations• Health care, education, human services fields
Tanya Wheeler-BerlinerDirector of Marketing, Email on Acid@tanyawb #fallconf15
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Who are you?• What is your role?
• What type of nonprofit are you at?
• How long have you been running email marketing campaigns?
• What software or service are you using?
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What is your current email strategy?• What types of email are you
sending?• How often?• To whom?
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What are the goals of your email marketing program?• Brand awareness
• Relationship building• Fundraising• Advocacy
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1UNDERSTAND BEHAVIOR
LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
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What email activity or behavior are you currently tracking?
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Opens/unique opens
Clicks/unique clicksEngagement
Email client/deviceGeolocation
Click/heat mappingBounce rates
Unsubscribes/complaints
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What are you learning or can you learn from each of these metrics?
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Opens/unique opens
Clicks/unique clicksEngagement
Email client/deviceGeolocation
Click/heat mappingBounce rates
Unsubscribes/complaints
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Don’t guess. Know. What metrics should you be paying more attention to?
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2OPTIMIZE FUTURE CAMPAIGNS
LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
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36% of nonprofit organizations sendemail campaigns with competingcalls to action. [Online Marketing Scorecard]
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What testing are you currently doing with your email campaigns?
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WHAT CAN YOU A/B TEST? • Subject lines• Images• Call to action text, placement• Content placement, copy• Offer specifics• Layout• Colors
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HOW TO TEST• Define goals• Establish baseline• Determine sample size• Send split• Analyze results• Send winner
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Write a short outline for some easy A/B tests to run in your upcoming email campaigns.
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3TRACK CONVERSIONS
LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
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What is your most important email metric?
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The average return on investment for email marketing is $38 for every $1 spent. [Direct Marketing Association]
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Click through rates
Conversions
Engagement
Return on investment
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What happens after the click?
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TRACKING CONVERSIONS• Google Analytics (FREE)
• Mixpanel
• Kissmetrics
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What should your most important email metric be?
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4CREATE TARGETED LISTS
LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
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64% of nonprofit organizations segment their email communications in some way. [Hubspot]
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SEGMENTATION OPTIONS• Age (8%)
• Communication preferences (28%)
• Donation amount (36%)
• Donation type (26%)
• Duration of support (24%)
• Email activity (10%)
• Gender (3%)
• Income level (6%)
• Online or offline action history (30%)
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SEGMENTATION EXAMPLES
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SEGMENTATION EXAMPLES
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Make a list of 3-5 different ways you can and should be segmenting your email list.
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BONUSWHERE WE ARE HEADED
LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
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Personalized emails improve click through rates by 14% and conversion rates by 10%. [The Aberdeen Group]
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DYNAMIC CONTENT TOOLS
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DYNAMIC CONTENT
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PREDICTIVE DYNAMIC CONTENT
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PREDICTIVE DYNAMIC CONTENT
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?QUESTIONS?
??
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SHARE TAKEAWAYS
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THANK YOU!
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