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...
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
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!
You track a lot of data• Donors
• Members
• Event attendees
• Volunteers
• Newsletter subscribers
• Website visitors
• And more!
Better Data = Better Relationships
Good data gives you the keys you need
to engage supporters effectively and
build real, sustainable relationships.
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.
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
Why are those email addresses so valuable?
They’ve met you
To pull value out of list, the email must
be relevant to the audience
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
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.
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.
What is a common way to make an email irrelevant?Not building for today’s
reading habbits
What’s wrong with this email?
Time’s up
Let’s Review
Bigger problems on mobile
Source: Litmus
When email doesn’t look good on mobile
30% unsubscribe
80% delete
Source: Blue Hornet
Avoid these mistakes...
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• Lengthy text
• Multiple columns
• Too many choices
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
That’s a bit better.
Desktop/Tablet
Room for improvement
Mobile
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That’s a bit better.
Room for improvement
Color matters
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Color for brand and for eye movement
Use color to your advantageRoom for improvement
Getting better
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That’s better.Room for improvement
Source: Loyalty Square, ColorMatters.com
Color increases brand recognition by
80%
Use images….correctly
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
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..
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.
Use a mobile responsive email tool
Mobile responsive
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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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
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
Integration Demo
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Q+ALearn more: neon.constantcontact.com
Learn more: neon.constantcontact.com