tech4good denver - sept 2013 forum: rmpbs gives day email marketing
TRANSCRIPT
Rocky Mountain PBS
Colorado Gives Day
Email Marketing Strategy
2010 & 2011 Online Strategy2010:
• 1 eblast
• Donate on CGD message
• 8,000+ non-members
• 16% open rate; .57% CTR
• 2 Weekly E-News ads
• Other online promotion:• 1 Web tile ad
• 2 Facebook posts
• 2 Tweets
2011:
•2 eblasts
• 52,800+ people (all but recent givers)
• Schedule a donation message
• 17% open rate; .16% CTR
• 54,000 people (all)
• Donate today message
• 16% open rate; .14% CTR
• 1 Thank you eblast with survey
• 550+ people, 72 responses (13% CTR)
• 2 Weekly E-News ads
• Other online promotion:• 1 Web tile ad
• 2 Facebook posts before & 12 day-of*
• 2 Tweets before & 9 day-of*
• Banner ad on homepage day-of*
*More posts than planned during due to CGD tech difficulties.
2012 Online Strategy
36.1%
18.1%
6.9%
0.0% 1.4%
51.4%
20.8%
0%
10%
20%
30%
40%
50%
60%
I re
ce
ive
d a
n
em
ail fro
m
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cky …
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blic
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rvic
e
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no
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ce
me…
I sa
w it o
n
rmp
bs.o
rg o
r in
Ro
cky …
I sa
w R
ocky
Mo
un
tain
P
BS
' …
I w
atc
he
d
Ro
cky
Mo
un
tain
…
Fro
m a
no
the
r C
olo
rad
o
Giv
es D
ay …
My
fam
ily/f
rie
nd
s
told
me
…
How did you hear about CGD?• 2 eblasts + reminder
• “Schedule” message…with
• Dynamic content varied to
3 groups:
• Active
• Lapsed
• Non-Members
• No open? Sent again.
• 17% open rate; .16%
CTR
• “Donate today”…with
dynamic content, same groups
• 20% open; .55% CTR
• 1 Thank you eblast with survey
• 830+ people
• 68 responses (9% CTR)
• Other online promotion:• 1 Web tile ad
• 8 Facebook posts
• 13 Tweets
• Banner ad on homepage
$14,313
$63,587
$92,161
$-
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
FY11 FY12 FY13
Total Gross Revenue
135
583
837
0
100
200
300
400
500
600
700
800
900
FY11 FY12 FY13
Total Contributions
$106.02
$109.07
$110.11
$103.00
$104.00
$105.00
$106.00
$107.00
$108.00
$109.00
$110.00
$111.00
FY11 FY12 FY13
Average Gift
The Results…