email campaigns: know your audience and get results

Email Campaigns: Know Your Audience

and Get Results

AMY SAMPLE WARD

AGENDA

Data Subject Content Ask Confirmation

} Strategy Testing

2010 eNONPROFIT BENCHMARKS

Download the

report & more

for free at:

http://www.e-benchmarksstudy.com

DATA

DATA

Messages Sent Messages Delivered Hard & Soft Bounces Unsubscribes Messages Opened Click-Throughs

Email Rates

LIST CHURN

OPEN RATES

OPEN RATES

UNSUBSCRIBE RATES

UNSUBSCRIBE RATES

SUBJECTS

SUBJECT LINES

Defenders of Wildlife: Headline: Congress Greenlights Wolf

Slaughter (best) Cryptic: Wolf Slaughter (better) Generic: Take Action to Stop the Wolf

Slaughter

CONTENT

STRUCTURE

ASKS

MESSAGE TYPE

Fundraising Advocacy Updates / Newsletter

EMAIL FUNDRAISING RESPONSE RATE

EMAIL FUNDRAISING RESPONSE RATE

EMAIL ADVOCACY RESPONSE RATE

EMAIL ADVOCACY RESPONSE RATE

CLICKTHROUGH RATE

CLICKTHROUGH RATE

NEWSLETTER CLICKTHROUGH RATE

NEWSLETTER CLICKTHROUGH RATE

CONFIRMATION

THANK YOU + ACTION

THANK YOU + ACTION

HOW TO GET STARTED

LIST

Short sign-up forms Sign-up from anywhere Create context for sign-ups Provide options for more

SEGMENT

Super Advocates Events Action Source Offline and Direct Mail

TEST

From field Subject line Templates Pictures Content

EXAMPLES

CAMPAIGN

Target by audience/segment Additional messages for those who

don’t open, don’t click Incorporate offers or exclusive deals Change up the content Make it personal

WHAT’S NEXT?

COMING TRENDS

Automated Campaigns Mobile Social Media Integration

RESOURCES

http://www.e-benchmarksstudy.com http://www.nten.org/research/it_staffing_2010 http://www.nten.org/research/2011-nonprofit-social-networki

ng-benchmark-report

http://www.idealware.org/articles/email_metrics.php http://www.nten.org/events/webinar/2011/02/10/beyond-tac

tics-and-techniques-email-list-management-strategy

http://www.nten.org/blog/2010/10/15/howto-manage-your-email-campaigns-and-be-good-guest

http://www.nten.org/blog/2010/06/24/howto-use-google-analytics-track-your-online-marketing-campaigns

NTEN.ORG NONPROFIT TECHNOLOGY NETWORK

Webinars Online Groups Reports & Research Technology Leadership Academy Nonprofit Technology Conference –

San Francisco, April 3-5

THANKS! QUESTIONS?

amy@nten.org @amyrsward

http://nten.org/research http://nten.org/events