Higher Conversions: The Anatomy of Engaging Email Campaigns / Mike Snusz, Blackbaud
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Transcript of Higher Conversions: The Anatomy of Engaging Email Campaigns / Mike Snusz, Blackbaud
6/13/2012 Footer 1
HIGHER CONVERSIONS:
THE ANATOMY OF ENGAGING
EMAIL CAMPAIGNS
Mike Snusz
Sr. Internet Marketing Consultant at Blackbaud
If you’re Tweeting, use
#EngagingEmail
#mcc2012
Higher Conversions: The Anatomy of Engaging Email Campaigns 2 @mikesnusz | #EngagingEmail #mcc12
• 9 years working at/with nonprofits
• Former fundraiser at Roswell Park Alliance Foundation
• Email, fundraising & online strategy consulting at Blackbaud
• Strategist for Guide Creative
• Contribute: NetWitsThinkTank.com
• Twitter: @mikesnusz
ABOUT ME
Higher Conversions: The Anatomy of Engaging Email Campaigns 3 @mikesnusz | #EngagingEmail #mcc12
THE INBOX: A CLUTTERED, COMPETITIVE PLACE
Higher Conversions: The Anatomy of Engaging Email Campaigns 4 @mikesnusz | #EngagingEmail #mcc12
HOW IMPORTANT IS EMAIL?
35% of online revenue comes from email*
*2012 eNonprofit Benchmark Study (NTEN, M&R)
Higher Conversions: The Anatomy of Engaging Email Campaigns 5 @mikesnusz | #EngagingEmail #mcc12
• Corporate email programs: What can nonprofits learn?
• (Personalized) content is king
• Anatomy of engaging email
• Why you need to test…and what to test
• Best practices for campaign types
• Email campaign example: UNICEF
• Brief Q&A
SESSION AGENDA
Higher Conversions: The Anatomy of Engaging Email Campaigns 6 @mikesnusz | #EngagingEmail #mcc12
CORP ORAT E E MAIL P ROGRAMS : WHAT CAN
NONP ROF IT S L E ARN?
Higher Conversions: The Anatomy of Engaging Email Campaigns 7 @mikesnusz | #EngagingEmail #mcc12
• Large budgets, staff, work with agencies
• Sophisticated programs that provide value
• Data-driven decisions
• Top programs: Most important value drivers
82% - Test and measure everything*
71% - Build in targeting capabilities*
*2011 Gleanster survey on Email Marketing
ABOUT CORPORATE EMAIL PROGRAMS
Higher Conversions: The Anatomy of Engaging Email Campaigns 8 @mikesnusz | #EngagingEmail #mcc12
CROCS
Higher Conversions: The Anatomy of Engaging Email Campaigns 9 @mikesnusz | #EngagingEmail #mcc12
WHOLE FOODS
Higher Conversions: The Anatomy of Engaging Email Campaigns 10 @mikesnusz | #EngagingEmail #mcc12
AMAZON
Higher Conversions: The Anatomy of Engaging Email Campaigns 11 @mikesnusz | #EngagingEmail #mcc12
(P E RS ONAL IZ E D) CONT E NT IS K ING
Higher Conversions: The Anatomy of Engaging Email Campaigns 12 @mikesnusz | #EngagingEmail #mcc12
PERSONALIZING YOUR EMAIL
THEN NOW
Higher Conversions: The Anatomy of Engaging Email Campaigns 13 @mikesnusz | #EngagingEmail #mcc12
• Top tactic to deliver relevant and engaging content*
• Open rates increase 7% & click-through rates increase 80%**
• Click-through rates twice as high first 30 days***
*2011 MarketingSherpa Email Marketing Benchmark Survey
**MailerMailer 2010 Email Marketing Metrics Report
***MarketingSherpa "Email Marketing Benchmark Guide 2008”
WHY (PERSONALIZED) CONTENT IS KING
Higher Conversions: The Anatomy of Engaging Email Campaigns 14 @mikesnusz | #EngagingEmail #mcc12
• Provide value
• Connection
• Without relevant content, risk:
- Level of engagement
- Level of attention
- Decreased response
- Weakened relationship
WHY (PERSONALIZED) CONTENT IS KING
Higher Conversions: The Anatomy of Engaging Email Campaigns 15 @mikesnusz | #EngagingEmail #mcc12
SPCA ERIE COUNTY
Campaign Emails Click-through rate
Email #1 1.68%
Email #2 1.98%
Email #3 (personalized) 3.50%
2010 participants
2009 participants
2008 participants
2007 participants
Higher Conversions: The Anatomy of Engaging Email Campaigns 16 @mikesnusz | #EngagingEmail #mcc12
RONALD MCDONALD HOUSE OF KC
Past attendees
Attended similar event
Audience Click-through rate
Past attendees 25.1%
Attended similar event 14.6%
Everyone else 8.6%
Higher Conversions: The Anatomy of Engaging Email Campaigns 17 @mikesnusz | #EngagingEmail #mcc12
UDM ALUMNI NEWSLETTER
Audience Open rate
School of Architecture 23.5%
Engineering Grads 18.9%
Everyone Else 11.9%
School of Architecture
Engineering Grads
Higher Conversions: The Anatomy of Engaging Email Campaigns 18 @mikesnusz | #EngagingEmail #mcc12
HIDDEN WAYS TO PERSONALIZE ANY EMAIL
Cultivate
• Thank recent donors
• Tell how donations were used
• Thank recent event attendees
• Show photos
• Thank recent volunteers
Provide value
• Deliver relevant content
• Reminders (membership, event reminders)
Higher Conversions: The Anatomy of Engaging Email Campaigns 19 @mikesnusz | #EngagingEmail #mcc12
CULTIVATE: THANK DONORS &
TELL HOW DONATIONS WERE USED
Higher Conversions: The Anatomy of Engaging Email Campaigns 20 @mikesnusz | #EngagingEmail #mcc12
www.KayYow.com
PROVIDE VALUE: DELIVER RELEVANT CONTENT
Higher Conversions: The Anatomy of Engaging Email Campaigns 21 @mikesnusz | #EngagingEmail #mcc12
HIDDEN WAYS TO PERSONALIZE ANY EMAIL
Solicit
• Match areas of interest to funding opportunities
• Provide past gift info
• Planned giving prospects
Data Integrity
• Missing information
• Verify information
Higher Conversions: The Anatomy of Engaging Email Campaigns 22 @mikesnusz | #EngagingEmail #mcc12
ANATOMY OF E NGAGING E MAIL
Higher Conversions: The Anatomy of Engaging Email Campaigns 23 @mikesnusz | #EngagingEmail #mcc12
• Start earlier!
• Identify specific goals and dates
• Discuss segments & relevant content
• Test? Incentives?
• Channels: Offline? Social media? Website?
• Review email internally
• Send & review metrics
PLAN YOUR EMAIL CAMPAIGN
Higher Conversions: The Anatomy of Engaging Email Campaigns 24 @mikesnusz | #EngagingEmail #mcc12
ANATOMY OF ENGAGING EMAIL
Recognizable “From” field
Intriguing subject lines
Concise, relevant content
Compelling call to action
Higher Conversions: The Anatomy of Engaging Email Campaigns 25 @mikesnusz | #EngagingEmail #mcc12
FROM NAME
• Recognizable name – organization name (or celebrity)
Higher Conversions: The Anatomy of Engaging Email Campaigns 26 @mikesnusz | #EngagingEmail #mcc12
• Pique curiosity, generate interest & convey urgency
SUBJECT LINES
Not Intriguing Intriguing
Help Maine wildlife 5 things you can do right now for Maine wildlife
Support the whales Deadline tomorrow: Time running out for whales
April 2010 eNewsletter eNewsletter: Homecoming events announced
Higher Conversions: The Anatomy of Engaging Email Campaigns 27 @mikesnusz | #EngagingEmail #mcc12
• Mobile friendly: Front-load first 30 characters
• Avoid special characters (!, $) and CAPS
• Fastest way to better results: Test!
SUBJECT LINES
Higher Conversions: The Anatomy of Engaging Email Campaigns 28 @mikesnusz | #EngagingEmail #mcc12
USE SCANNABLE CONTENT
• Use lists when possible
• Numbers versus bullets
• Numerals versus words
• More whitespace
• Short paragraphs
• Bold important phrases
• Headlines
Higher Conversions: The Anatomy of Engaging Email Campaigns 29 @mikesnusz | #EngagingEmail #mcc12
AVOID LARGE OR MANY IMAGES
Higher Conversions: The Anatomy of Engaging Email Campaigns 30 @mikesnusz | #EngagingEmail #mcc12
AVOID LARGE OR MANY IMAGES
Images Blocked By Default in:
Hotmail Yahoo Gmail
Blackberry Android Default Android Gmail
Outlook 2003 Outlook 2007 Outlook for Mac 2011
Windows Live Hotmail Windows Mobile 7 AOL Webmail/Desktop
Images Not Blocked By Default in:
iPhone/iPad Outlook Express Apple Mail Lotus Notes
Source: http://awe.sm/5y5lA
Higher Conversions: The Anatomy of Engaging Email Campaigns 31 @mikesnusz | #EngagingEmail #mcc12
SUMMARIZE PURPOSE IN IMAGE’S ALT TEXT
Higher Conversions: The Anatomy of Engaging Email Campaigns 32 @mikesnusz | #EngagingEmail #mcc12
• 2-3x higher clicks
*As Seen in the Inbox, Forrester Research, May, 2009
USE VIDEO SCREEN SHOT IMAGES
Higher Conversions: The Anatomy of Engaging Email Campaigns 33 @mikesnusz | #EngagingEmail #mcc12
ASK FOR A TIMELY, SPECIFIC NEED
Higher Conversions: The Anatomy of Engaging Email Campaigns 34 @mikesnusz | #EngagingEmail #mcc12
CREATE A COMPELLING LANDING PAGE
Higher Conversions: The Anatomy of Engaging Email Campaigns 35 @mikesnusz | #EngagingEmail #mcc12
• Matching gift
• Drawing
• Recognition
• Send an eCard
• Premium
• Honor or Memorial
• Membership
USE INCENTIVES TO PROVIDE ADDED VALUE
Higher Conversions: The Anatomy of Engaging Email Campaigns 36 @mikesnusz | #EngagingEmail #mcc12
• Make links compelling by including:
What + Why + Where/When
CALL TO ACTION LINKS
Not Compelling Compelling
Click here Speak up now to stop the bloodshed in Syria
Donate now Donate now to feed those starving in Somalia
Register Register by Feb. 20th to ride in honor of a
cancer survivor
Higher Conversions: The Anatomy of Engaging Email Campaigns 37 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 38 @mikesnusz | #EngagingEmail #mcc12
• 88% check email daily on mobile device
• By the end of 2012, more people will read email on a mobile device
than desktop or webmail
• 63% of Americans would close or delete an email not optimized for
mobile
Source: http://awe.sm/5y8iv
WHY MOBILE-FRIENDLY MATTERS
Higher Conversions: The Anatomy of Engaging Email Campaigns 39 @mikesnusz | #EngagingEmail #mcc12
1. 1 column over 2
2. Text: 12pt. Headlines: 20 pt.
3. Make it scannable
4. Call to action link early
5. Don’t crowd links
6. Use smaller images
7. Create web page version
8. Mobile-friendly landing page
9. Front-load subject lines and…
10.Use a pre-header
10 WAYS TO BE MOBILE-FRIENDLY…THURSDAY
Higher Conversions: The Anatomy of Engaging Email Campaigns 40 @mikesnusz | #EngagingEmail #mcc12
EYE TRACKING
From: 'Email Newsletters: Surviving Inbox Congestion' - Jakob Nielsen's Alertbox
Higher Conversions: The Anatomy of Engaging Email Campaigns 41 @mikesnusz | #EngagingEmail #mcc12
MULTI-CHANNEL INTEGRATION
• Which channels are most often integrated with email?
86% - Website
78% - Social media
50% - Events
45% - Blogs
33% - Direct mail
Source: *2011 MarketingSherpa Email Marketing Benchmark Survey
Higher Conversions: The Anatomy of Engaging Email Campaigns 42 @mikesnusz | #EngagingEmail #mcc12
PROMOTE CAMPAIGN IN OTHER EMAILS
Higher Conversions: The Anatomy of Engaging Email Campaigns 43 @mikesnusz | #EngagingEmail #mcc12
SEND A FOLLOW-UP EMAIL
• Avg. Open Rate: 14%*
• Change it with:
• Intro message
• New subject line
• Alternate approach
*2012 eNonprofit Benchmark Study (NTEN, M+R)
Higher Conversions: The Anatomy of Engaging Email Campaigns 44 @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #1 - IN CASE YOU DIDN’T SEE IT
Higher Conversions: The Anatomy of Engaging Email Campaigns 45 @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #2 – PROGRESS UPDATE
Update
Urgent Need
Outcome
Higher Conversions: The Anatomy of Engaging Email Campaigns 46 @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #3 – DEADLINE ALERT
Higher Conversions: The Anatomy of Engaging Email Campaigns 47 @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #4 – SAME THEME. DIFFERENT OPTIONS
Higher Conversions: The Anatomy of Engaging Email Campaigns 48 @mikesnusz | #EngagingEmail #mcc12
TECHNIQUE #5 – RELATED NEWS OF THE DAY
Higher Conversions: The Anatomy of Engaging Email Campaigns 49 @mikesnusz | #EngagingEmail #mcc12
WHY Y OU NE E D TO T E S T …AND WHAT TO T E S T
Higher Conversions: The Anatomy of Engaging Email Campaigns 50 @mikesnusz | #EngagingEmail #mcc12
WHY TEST?
According to top email programs:
• Email testing is the most important value driver*
• 82% of them test and measure everything*
*2011 Gleanster survey on Email Marketing
Higher Conversions: The Anatomy of Engaging Email Campaigns 51 @mikesnusz | #EngagingEmail #mcc12
MOST EFFECTIVE ELEMENTS TO TEST
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
2011 MarketingSherpa Email Marketing Benchmark Survey
Higher Conversions: The Anatomy of Engaging Email Campaigns 52 @mikesnusz | #EngagingEmail #mcc12
TEST CALL TO ACTION
The largest difference between high and low performing email
programs was in email click-through rates*
• Placement
• Incentive
• Language
• What color
*2010 eNonprofit Benchmarks Study, NTEN & M+R
Higher Conversions: The Anatomy of Engaging Email Campaigns 53 @mikesnusz | #EngagingEmail #mcc12
TEST TIME OF DAY?
• 6:00-7:00am (MailChimp)
• 6:00-11:00am (MailerMailer)
• 9:00am (Marketing Sherpa)
• 9:00am (eROI)
Higher Conversions: The Anatomy of Engaging Email Campaigns 54 @mikesnusz | #EngagingEmail #mcc12
HOW TO TEST?
• Send 2 tests: Each to 10%-20%
• Wait 1-2 days
• Review metrics & check statistical significance
• Send “winning” message to remaining recipients
• Repeat, Repeat, Repeat
• Calculator: eMarketingDynamics.com
Higher Conversions: The Anatomy of Engaging Email Campaigns 55 @mikesnusz | #EngagingEmail #mcc12
RECORD TEST RESULTS
• Simple spreadsheet
• Date
• Audience/List
• Variable tested
• Open rate
• Click-through rate
• Conversion rate
• Unsubscribe rate
Higher Conversions: The Anatomy of Engaging Email Campaigns 56 @mikesnusz | #EngagingEmail #mcc12
CAMPAIGN T Y P E S : BE S T P RACT ICE S
Higher Conversions: The Anatomy of Engaging Email Campaigns 57 @mikesnusz | #EngagingEmail #mcc12
EVENT CAMPAIGN BEST PRACTICES
• Build excitement & spread-the-word
• Past event results & impact
• Interesting stories, pictures or videos
• What’s new & benefits of early registration
• 4 emails
• Kickoff: announcement
• Reminder
• Last chance
• Wrap-up: success
• Landing page: Social sharing & Twitter widget
Higher Conversions: The Anatomy of Engaging Email Campaigns 58 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 59 @mikesnusz | #EngagingEmail #mcc12
END OF THE YEAR CAMPAIGN BEST PRACTICES
• Campaign theme
• “Bring light into a senior's life this holiday season”
• Campaign narrative
• Compelling need & problem to solve
• Moving personal story
• Why is it timely
• 3 donation levels
• Structure: 3-5 emails
• Kickoff – early Dec.
• Stewardship – 3rd week of Dec
• Last chance – end of Dec.
Higher Conversions: The Anatomy of Engaging Email Campaigns 60 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 61 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 62 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 63 @mikesnusz | #EngagingEmail #mcc12
MONTHLY GIVING CAMPAIGN BEST PRACTICES
• Campaign theme & narrative
• Answer why & use giving levels
• Recognition: benefits, name
• Words to use: partnership, loyalty, team, efficient
• 3 emails
• Kickoff: goals, incentives
• Reminder: progress
• Close: success statement, reminder
• Patience & persistence
Higher Conversions: The Anatomy of Engaging Email Campaigns 64 @mikesnusz | #EngagingEmail #mcc12
Higher Conversions: The Anatomy of Engaging Email Campaigns 65 @mikesnusz | #EngagingEmail #mcc12
E MAIL CAMPAIGN E X AMP L E : UNICE F
Higher Conversions: The Anatomy of Engaging Email Campaigns 66 @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #1 SUBJECT: JUST ANNOUNCED: DOUBLE YOUR IMPACT TO SAVE CHILDREN
Higher Conversions: The Anatomy of Engaging Email Campaigns 67 @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #2 SUBJECT: PLEASE HELP A HUNGRY CHILD
Higher Conversions: The Anatomy of Engaging Email Campaigns 68 @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #3 SUBJECT: WHY YOU MATTER TO A STARVING CHILD
Higher Conversions: The Anatomy of Engaging Email Campaigns 69 @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #4 SUBJECT: DEADLINE: MATCH EXPIRES IN 1 DAY
Higher Conversions: The Anatomy of Engaging Email Campaigns 70 @mikesnusz | #EngagingEmail #mcc12
EOY CAMPAIGN EMAIL #5 SUBJECT: LAST CHANCE MATCH: HOURS TO DEADLINE
Higher Conversions: The Anatomy of Engaging Email Campaigns 71 @mikesnusz | #EngagingEmail #mcc12
IMPACT TIPS
• Personalized content engages email recipients and improves results
• Test email messages to validate assumptions, better understand
recipients and make data-driven decisions
Higher Conversions: The Anatomy of Engaging Email Campaigns 72 @mikesnusz | #EngagingEmail #mcc12
QUE S T IONS ?
Higher Conversions: The Anatomy of Engaging Email Campaigns 73 @mikesnusz | #EngagingEmail #mcc12
RESOURCES
• NetWitsThinkTank.com
• ConnectionCafe.com
• AWeber.com/Blog
• www.Blackbaud.com/Nonprofit-Resources
• www.Blackbaud.com/BlackbaudIndex
• www.Blackbaud.com/Puzzle (June 14th webinar)
• www.GuideCreative.com/Giveaway