non-profit email marketing - how to segment your email list

Tommy HobinTommy Hobin is the Director of Digital Strategy at DiscoverTec, a Jacksonville-based digital agency. After receiving his Master’s Degree in Internet Marketing in 2010, Tommy teamed up with DiscoverTec to build an Internet Marketing team to offer the complete range of online services including SEO, PPC, Email Marketing, Marketing Automation and Analytics to local and international clients.

Director of Digital Strategy

Allison DriscollAllison Driscoll is a Senior Digital Marketer at DiscoverTec, a Jacksonville-based digital agency. After receiving her Advertising Communications Degree in 2012, Ally joined DiscoverTec as a founding member of the Marketing team. On a daily basis, she develops strategy for clients specializing in Marketing Automation, Email Marketing, and Social Media for local and international clients.

Senior Digital Marketer

DiscoverTecMarketingDesignDevelopment Hosting

Jacksonville-Based Web Agency

Email List SegmentationGet Better Engagement through Tailored Email Marketing

Non-Profit Email Marketing Statistics

• MailChimp found that the average open rate for nonprofit email marketing is 25.96%, compared to the universal email open rate of 6%.

25% Email Open Rate

Non-Profit Email Marketing Statistics

• The average click through rate for non-profits is 3.05%. But Emails with social sharing buttons increase click through rates by as much as 158%

Emails with Social Sharing Buttons: 158% Increased CTR

Non-Profit Email Marketing Statistics

• Chances are, your emails contain links back to your website, and if your readers can’t get the information they’re looking for on your website, they’re bound to stop looking. Ensure that your email is mobile optimized.

53% Email Opened on Mobile Devices

Non-Profit Email Marketing Statistics

• Personalized emails increase click through rates by an average of 14% and conversion rates (an action such as a newsletter sign up or donation) by 10%.

Customization is Key

Customization = List SegmentationWhat is List Segmentation?

List SegmentationVolunteers

List SegmentationSponsors

List SegmentationDonors

List SegmentationMember Events

Tailor your Message

Subject Line Photo Email VoiceCall to Action (CTA)

Email Best Practices

Tailor your Message

Subject Line: [NAME] We need your help on May 23rd.

Photo: Smiling Volunteers from your EventEmail Voice: Fun LovingCall to Action (CTA): I’m Ready to Help

TIP: Personalize the email with their name

Volunteers

Tailor your Message

Subject Line: Another Great Event from Us! Photo: Event Photo(s)Email Voice: Good TimesCall to Action (CTA): Get your Tickets

TIP: Emphasize the timeliness

Member Events

Tailor your Message

Subject Line: Sponsor the 2016 Northeast RidePhoto: Sponsorship ProofEmail Voice: Hard SellCall to Action (CTA): Sponsorship Opportunities

TIP: Prove the value of the sponsorship

Sponsors

Tailor your Message

Subject Line: We’re Halfway There! Will you Help us Reach our $10,000 Goal?

Photo: Donations taking placeEmail Voice: Hard SellCall to Action (CTA): Click and Donate

TIP: Show the donations in action

Donations

Email Marketing ProcessMake it easy on yourself• Plan your segmented groups

• Cut list into segments

• Choose template email

• Script email content

• Choose photos

• Schedule email

Your Turn• Audience• Voice• Subject Line• Header• Picture• Call to Action (CTA)

Template for Email

Email Marketing ChecklistMake it a process. Make it easy.

Email List SegmentationQuestions