Every Contact Matters - NeonCRM · Use a mobile responsive email tool. Mobile responsive. Review of...
Transcript of Every Contact Matters - NeonCRM · Use a mobile responsive email tool. Mobile responsive. Review of...
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Presented by :
7/16/2018© 2018 Constant Contact, Inc. 1
Matthew Montoya
Every Contact Matters: Using Your Existing Contact Database to Grow Your Organization
Webinar is being recorded Webinar is from 2-3 Eastern
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Your Hosts
M a t t h e w M o n t o y a
Partner Enablement & Training Manager
Constant Contact
Webinar is being recorded
T i m S a r r a n t o n i o
Director of Business Development
NeonCRM
R y a n T a r t a g l i a
Associate Marketing Manager
Constant Contact
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• Contact best practices
• About the Constant Contact/Neon Integration
• The value of your list
• How mobile is impacting email marketing
readership
• How to build an email that gets results – and use
email to learn more about your contacts
• How to create the “perfect” subject line
We are recording this webinar, and we will send it out
afterward!
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You track a lot of data• Donors
• Members
• Event attendees
• Volunteers
• Newsletter subscribers
• Website visitors
• And more!
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Better Data = Better Relationships
Good data gives you the keys you need
to engage supporters effectively and
build real, sustainable relationships.
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Engaging existing contacts is more cost-effective
more expensive5xto successfully cultivate a new donor rather than an existing contact at your organization.
Source: Nonprofit Quarterly
*It’s easier to engage existing contacts because you already have data on them.
You know who they are, what they’re interested in, and how to engage them effectively.
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That’s why we’re working together! Easy and seamlessly integrated access to all of your data is
critical for engaging supporters at every stage of the relationship.
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Your list has value
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Why are those email addresses so valuable?
They’ve met you
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To pull value out of list, the email must
be relevant to the audience
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B u t … e a c h c o n t a c t i s d i f f e r e n t
Income
Previous interaction
Location
Gender
Education level
Impact of your org
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U s e l i n k s t o l e a r n … .
Every click on a link tells
you more about that
contact.
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S e g m e n t b y g i v i n g …
Use donation history to determine the
right engagement and ask level.
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What is a common way to make an email irrelevant?Not building for today’s
reading habbits
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What’s wrong with this email?
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Time’s up
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Let’s Review
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Bigger problems on mobile
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Source: Litmus
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When email doesn’t look good on mobile
30% unsubscribe
80% delete
Source: Blue Hornet
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Avoid these mistakes...
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• Lengthy text
• Multiple columns
• Too many choices
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Instead, keep it simple...
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• 25 lines of text or less
• Key content on top
• 3 links or less
• One column only
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That’s a bit better.
Desktop/Tablet
Room for improvement
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Mobile
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That’s a bit better.
Room for improvement
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Color matters
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Color for brand and for eye movement
Use color to your advantageRoom for improvement
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Getting better
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That’s better.Room for improvement
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Source: Loyalty Square, ColorMatters.com
Color increases brand recognition by
80%
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Use images….correctly
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Make it engaging with photos
Source: ContentLEAD, Infographic: Anatomy of the
Email Marketing Message, 2018
Source: Constant Contact Data Reveals Direct
Correlation Between Email Campaign Effectiveness
and Number of Images and Text Lines Featured, 2018
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• 82% of people pay more
attention to emails with
pictures
• 3 or fewer images for highest
click through
• don't use images of your
content
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Avoid these mistakes...
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• Large, off-screen images
• All image or mostly image
• Hard-to-find or hard-to-read
calls-to-action
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• Size images to fit
• Use images to tell your story
• Use limited # of images
– 3 images or less, not including your
logo
• Link images to pertinent page
• Use buttons
Instead..
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Instead..
• Use buttons instead of
hyperlinks
• Buttons are bulletproof
• Buttons are very quick to
see and act on
X
X
X
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Room for improvement That’s a bit better.
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Use a mobile responsive email tool
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Mobile responsive
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Rev iew of best pract i ces
Choose the right template for your message &
design for mobile
Make sure logo doesn’t “bury” call to actions
Use your brand colors
Communicate through pictures and make them clickable. No more than 3 images
Less is more. Focus on relevant content. 20 lines of text have the highest click-through rates. Use Buttons! Keep obvious calls to action to 3 or less.
Keep key call-to-action above the scroll line
and optimize your links.
Use social media buttons
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USE AN MOBILE RESPONSIVE EMAIL TEMPLATE
Make sure to write a compelling subject line,
use a familiar name as sender and use pre-
header text. Split test if available.
East Tycho Chamber of Commerce 12:27 PM
Can you afford to miss the event of the year?
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Getting your email opened
• “From Name” is most critical– Get noticed & opened
• Subject Line assists “From Name”
• Teaser (Preheader) text helps
From name
Subject line
Teaser (Preheader)
text
Matco Foundation 12:27 PM
With A Little Help From Our FriendsYour donation is needed now more than ever. If you
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7/16/2018 © 2018 Constant Contact, Inc. 39
Avoid repeats
• Same subject line
• Gives no reason to open
• Gets tuned out
Matco Association 12:27 PM
Matco February UpdateHaving trouble viewing this email? Click here.
Is your investment working for you? Be sure to check in with
Matco Association 12:27 PM
Matco March UpdateHaving trouble viewing this email? Click here.
Is your investment working for you? Be sure to check in with
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Keep it short – Make it personal
• Be brief
– 5-8 words
– Less than 40
characters
– Use “You” or “Your”
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Questions
Ask a question to cause curiosity.
Matco Foundation 12:27 PM
Can You Do More to Help?Christmas is almost upon us. So many are needing
Matco Association 12:27 PMStruggling To Find a Way to Help?With the recent event effecting our community, many need
Matco Group 12:27 PMCan We Help You Cut Time?Time is the most important asset in your lives. Lost time
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Repeat same letter
Eye looks for patterns
Alliteration
Matco Clubs 12:27 PM
Seven Simple Solutions Save SeasonWe’ve got what you need this season. We are ready to
First Matco Church 12:27 PM
Friday Fun For Families and Fellowship FMC has Some great activities for the whole family. From
Matco Clothing Emporium 12:27 PM
Todays Top Terrific TipsDo you have all the steps you need to succeed? Here
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Refer to pop culture
Famous linesLyrics & titles capture the eye
Tie it to content
Allusion
Matco World Group
12:27 PM
Let it Go, Let it GoDrop those extra clothes off today. More than ever most
peopleMatco Club
12:27 PM
Let Them Eat Cake, and Brownies We’ve got a great breakfast meeting this month. We are
excited
Matco Community Players
12:27 PM
May the Farce Be With YouAuditions are open for our next production. This month we’ll
be
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7/16/2018 © 2018 Constant Contact, Inc. 44
Test your assumptions
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Integration Demo
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Q+ALearn more: neon.constantcontact.com
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Learn more: neon.constantcontact.com