Beyond the Blast: The Nuts & Bolts of Email Marketing
45
-
Upload
creating-results-strategic-marketing -
Category
Business
-
view
977 -
download
3
description
The return on investment for email marketing is greater than every other marketing channel. And, because it is a measurable avenue, you can know how your subscribers are interacting with your emails. And they ARE interacting. Learn how to use email to effectively reach your targets, motivate them to act and measure your results. For a case study on how Creating Results helped a client gain significant results in their email program, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill---True-North-Email. Authors Erin Read, Beth Rand. Originally presented to Planned Giving Group of New England, November 2012.
Transcript of Beyond the Blast: The Nuts & Bolts of Email Marketing
About UsBeth RandClient Services Director [email protected]
Erin Read RuddickClient Services Director [email protected]
Agenda• General Email Statistics• Top Tips for Email Marketing
o Knowing Yourselfo Knowing Your Targeto Strategyo Using Email Service ProvidersoMeasuring SuccessoWhat You Should Be Doing
General Email Statistics
Email By the Numbers• 17% completion rate – email-driven donation
forms• Delivers $39.40 for every dollar spent• Average open rate of 22% - 26%• Average Click through rate of 3% - 5%
Email By the Numbers
BenefitsPlatform for messaging to prospective
donors based on their level of interaction Provides a channel for updates and news
on events and programs taking place to create increased participation
Allows members to share insider information with their personal networks with very little effort or time
Top Tips for Email Marketing
Know Thyself
• Most action-oriented online actions?
• How do you currently communicate with prospects?
• How can you encourage email engagement?
• What do you have to offer?
• How can you tie to business results?
Know Thy Audience
• Key Motivators
• How they prefer to engage with you
• Privacy Issues
• Donation status
• Messaging specific to donation status – known or unknown
Have a Plan (and stick to it)
Messaging Categories
Talking regularly? Too much? Over-messaging and silence can be equally as damaging and alienating for your prospects and can lead to high unsubscribe rates, dissatisfaction or spam complaints.
Messaging Frequency
QuestionHow many currently have a publishing schedule?
QuestionWhat types of messages or categories are included within?
Messaging Calendar Development
The ABCs of ESPs
QuestionHow many of you use an email service provider to send your messages?
QuestionHow many send from outlook or another desktop email program?
BenefitsOpt-In Required
Increased DELIVERABILITYo Inbox Expertso Good list hygiene
CAN-SPAM Complianto Unsubscribe link & removal of unsubscribes
within 10 days
How to Get Started
Start-Up QuestionsBudget?In-house support?Existing email database?Goals-short and long term?
IntegrationsDoes your selected ESP integrate with:WebsiteCRMBlog
Measuring Success
Understanding MetricsOPEN: Recipients who open email*The higher the open rate, the better the chance to cause action
CLICK-THROUGH: Number of clicks a message receives*The higher the click-through rate, the greater the level of interest and message follow up opportunity
Taming the Metrics Beast
Setting Goals
List Building Messaging
Metrics Marketing Mix
Increasing Email Performance
• Website metrics• Open rates by hour• Email metrics• Hot List
What You SHOULD Be Doing
Find Out More About Your Donors• Surveys• Segment based on Message Interaction• Capture preferences
Segmentation = Relevancy
QuestionDo you currently conduct email testing?
A/B Split Testing• Day of Week• Time of Day• Subject Lines• From Name• Image Placement
Social Integration• Cross-Promote• Highlight Benefits• Include Links• Launch New Channels
SummaryA successful email program:• Appeals to subscribers interests• Is based on a plan• Integrates with online avenues and CRM• Deploys based on insights gained via metrics• Is constantly innovating and testing
Thank You
www.creatingresults.comBlog: www.MatureMarketingMatters.com
