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The Right Message, The Right People, The Right Time –Making the Most of E-mail MarketingAllison Van Diest
Making the Most of Email Marketing
Brought To You By….
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Making the Most of Email Marketing
FundraisingRelationship Managementp g
Website / Internet SolutionsFinancial Management
Direct MarketingProspect Research / AnalyticsProspect Research / Analytics
Education AdministrationTicketing
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Making the Most of Email Marketing
Agenda
The Right TimeThe Right Time• Why Email? Why Now?• And the best time is…?
The Right People• Know Your List – Grow Your List• Segmentation• Segmentation
The Right Message• SPAM• Testing• Evaluating Success• Building Great Content
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• Building Great Content
Making the Most of Email Marketing
15% to 20% of all corporate email is marked as spam
Key Facts and Figures
19% is the average open-rate for nonprofit emails
4% i th i t f fit il4% is the average conversion rate for nonprofit emails
40% of email clickthroughs are lost at the landing page
50% of people will open an email in the first 9 hours
75% of all email is spam75% of all email is spam
100% of you can get a copy of this presentation
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Sources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, Blackbaud
Making the Most of Email Marketing
Why Email; Why Now? And If Now… Then When, Exactly?
THE RIGHT TIME
Why Email; Why Now? And If Now… Then When, Exactly?
THE RIGHT TIME
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Making the Most of Email MarketingThe Right Time
Why Has Email Become So Important?
People are busy they want toPeople are busy…they want to communicate/interact on their own timeEmail is inexpensive…or at least it seems that wayEmail pro ides irt all instant accessEmail provides virtually instant access to friends and supportersEmail is a great equalizerEmail is a great equalizerEmail is measurable
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Making the Most of Email MarketingThe New Donor
The New Donor
The Right Time
Reads email before snail mailToday’s Supporter
More comfortable online
Busy satisfies interests on own scheduleBusy, satisfies interests on own schedule
Expects information to be personalized
Expects immediate feedback
Demands information on progress/Demands information on progress/stewardship
Wants a way to share
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Wants a way to share experiences with others online
Making the Most of Email MarketingThe Right Time
Millions of Messages
o Average exposure to advertising is g p g5000-7000 images per day
25,000 new product introductions each year!each year!
o Caller ID lets people choose who gets throughgets through
o Average household gets 180 pieces of mail per monthpieces of mail per month
Over 300 for affluent households!
o Average household watches 7 hours of TV per day and
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o Average household watches 7 hours of TV per day and spends 3.5 hours online
Making the Most of Email MarketingThe Market is NoisyThe Right Time
o You must be relevant!o You must be relevant!
Y t b i f l!o You must be meaningful!
o You must be personal!
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Making the Most of Email MarketingThe Right Time
Common Uses for Email
E il h ld i f d t t t i blEmail should inform, educate, entertain, or enable
E il f ll i h j iEmail falls into three major categories: Type Direct Mail Email
Acquisition Mailing a letter or post card appeal Sending an e-invitation to register for an event
Cultivation Mailing a printed copy of your Annual Report
Sending an eNewsletterp
Acknowledgement Mailing a receipt or acknowledgement letter
Sending a confirmation email after registering for an event
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Making the Most of Email MarketingThe Right Time
Timing Isn’t Everything But…What is the Best Day of the Week to Send Email?
There is no magic formula…so test, test, and oh yes, TEST!But…the most popular days are Tuesday through Th dThursdaySaturday is the lowest volume email day of the
kweek
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Source: MarketingSherpa
Making the Most of Email Marketing
Is There Anybody Out There? Just Nod If You Can Hear Me…
THE RIGHT PEOPLE
Is There Anybody Out There? Just Nod If You Can Hear Me…
THE RIGHT PEOPLE
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Making the Most of Email MarketingThe Right People
Getting Started
Think about how email marketingThink about how email marketing fits in with your overall goalsDetermine high-level goals for emailemail Decide who to target and whenDo your homeworkDo your homeworkGet permission (or at least understand what it means to have it))Start small
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Making the Most of Email Marketing
KNOW YOUR LIST –KNOW YOUR LIST GROW YOUR LIST
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Making the Most of Email MarketingThe Right People
No Email List? No Problem…
Whether you have some contacts or are starting from y gscratch, anyone can grow a strong email list
The three most important factors in effective email list-building are:bu d g a e• Where and how you acquire the addresses• How you welcome each new subscriber • How you manage the relationship after the opt-in
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Source: EmailLabs
Making the Most of Email MarketingThe Right People
Grow Your List Online
Feature an email sign-up form on each page of your site
Make email a required field on all online forms and include an opt-in checkbox
Encourage subscriptions through g p gtransactional emails
Encourage readers to pass along your
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Encourage readers to pass along your message to friends
Making the Most of Email MarketingThe Right People
Grow Your List Online
Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatureslinks in email signatures
Use Search Engine Optimization/Marketing to increase traffic andMarketing to increase traffic and subscriptions
Investigate alliances or partnerships with similar or g p pcomplementary organizations to reach common supporters
Advertise your newsletter/services/cause through a 3rd
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party list
Making the Most of Email MarketingThe Right People
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Making the Most of Email MarketingThe Right People
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Making the Most of Email MarketingThe Right People
Grow Your List Offline
fAsk for email addresses at every touch point
Instruct staff to capture email addresses over phone when
i tappropriate
Include your website address ll i d i lon all printed materials
Offer an incentive to register (contest, raffle) to
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collect emails
Making the Most of Email MarketingThe Right People
Grow Your List Offline
Offer “opt in” service to receive special offers or reminders via email
Encourage subscription through t d l tt d thpostcards, letters, and other
direct mail communication (save on postage)( p g )
Promote your email/newsletter in articles, press releases, publications, etc.
Promote your email/newsletter in industry directories or websites
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Purchase an Email Append service
Making the Most of Email MarketingThe Right People
Know Your List
Organize and track your email fileOrganize and track your email file
Keep your list clean
Let your supporters do the work
Get …and keep… permission• Opt In vs. Opt Out • When including Opt In during registration…
• Don’t ask for more information than you need (or will use).• Don’t pre-check the box.
Explain what they are subscribing to and link to your privacy policy
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• Explain what they are subscribing to and link to your privacy policy.• Always provide confirmation of their subscription.
Making the Most of Email MarketingThe Right People
Now that I have permission…
Hook them early, and keep them y, pengaged over time
Optimize the welcome messageOptimize the welcome message
Send follow up message within a week (or less)( )
After a few months of active email, survey lists to see if you are meeting expectationsare meeting expectations
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Making the Most of Email Marketing
SEGMENTATION,SEGMENTATION, SEGMENTATION…
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Making the Most of Email MarketingThe Right People
Why Segmentation is Important
Segmentation breaks yourSegmentation breaks your audience into manageable parts
If the goal is building relationships, it helps to know who you are talking to
Segmenting your list will lead to more targeted messages
If you don’t segment, you are treating every one of your recipients like they are the exact same type of person
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Making the Most of Email MarketingThe Right People
Segmentation Basics
Most segments are based onMost segments are based on three key factors:• Demographics and Lifestyle• Preference and Opinion• Behavior
Segmentation is ongoing
Be specific the more specific your message the greaterBe specific…the more specific your message, the greater the impact
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Making the Most of Email MarketingThe Right People
Using Segmentation to Improve Response Rates
Build your segments based on who/what you know todayBuild your segments based on who/what you know today• When starting out, try to create a “BEST” segment (based on “best”
offline segment).• Others include:• Others include:
• New/Prospective (introduce yourself, engage with prospective supporters)C t/Hi h ( ld l b “B t” d t b th k d k t• Current/High (could also be “Best”; need to be thanked, kept happy)
• Current/Middle (need to upgrade…move up ladder)• Lapsed (need to reengage or drop)
When in doubt, segment your email list like you would for direct mail
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direct mail
Making the Most of Email Marketing
SPAM VS. SPAMSPAM VS. SPAM
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Making the Most of Email MarketingThe Right People
Know the Difference
SPAM – noun. A trademark of the Hormel Foods Corporation used for a
canned meat product consisting primarily of chopped pork pressed
into a loaf.
S b T d li it dSpam – verb. To send unsolicited or undesired bulk electronic mail
messages.
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Making the Most of Email MarketingThe Right People
The Spam Epidemico 75% of all email is Spam
o 200 spammers comprise 80% of all Spam
o 12.4 billion Spam emails are sent daily
o The average person receives 2 200 Spam emails per yearo The average person receives 2,200 Spam emails per year
o 16% of email address changes are due to Spam
o 15% to 20% of corporate email is marked as Spam
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Making the Most of Email MarketingThe Right People
It’s the Law: CAN-SPAM 101o The CAN-SPAM Act of 2003 (15 U.S.C. 7701, et seq., Public Law No.
108 187 S 877 f th 108th C ) i d i t l i 2003108-187, was S.877 of the 108th Congress) was signed into law in 2003.
o CAN-SPAM stands for the “Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003”Pornography And Marketing Act of 2003
o CAN-SPAM permits e-mail marketers to send unsolicited commercial e-mail as long as it contains all of these:mail as long as it contains all of these:
an opt-out mechanism; a valid subject line and header (routing) information; the legitimate physical address of the mailer; andthe legitimate physical address of the mailer; and a label if the content is adult.
o CAN-SPAM requires the sender to stop spamming opt-outs within 10 days
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q p p g p y
Making the Most of Email MarketingThe Right People
How to be a Good Sender
In your messages, always include:• The purpose; why you are sending it to the
reader• A clear way to unsubscribe. y• Consider offering alternative ways to receive
emails, such as:• Receiving newsletters monthly vs. weekly• Change of address (home vs. business email)• Sign up via RSS
• Link to your homepage• Privacy policy• Physical/street address of your organization
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Don’t get caught in honeypots, spamtraps, or tarpits
Making the Most of Email Marketing
Should we be taking notes? Is this stuff going to be on the test?
THE RIGHT MESSAGE
Should we be taking notes? Is this stuff going to be on the test?
THE RIGHT MESSAGE
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Making the Most of Email MarketingThe Right Message
It’s All Been Done Before
New and improved…New and improved…
Limited time offer…
Buy now and you also get…
Your help is urgently needed… ?
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Making the Most of Email MarketingThe Right Message
Start With A Strong Foundation• Where/how
do we let • What is
given in people participate?
exchange for support?
P PProduct Place
PricePromotion
•What do we want from
l ?
• How do we reach out t l ?
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people?to people?
Making the Most of Email Marketing
STARTING ON THE RIGHTSTARTING ON THE RIGHT FOOT
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Making the Most of Email MarketingThe Right People
Tips for Your “From” Address Lines
The "From" line should reflect an identifiable organizational figure – or best of all, your organizationAvoid numbers or symbols in the “From” line — they may trigger spam filterstrigger spam filtersUse consistent “From” name and “Reply-To” addresses to build your sender reputation
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Making the Most of Email Marketing
How Important is that Header?
80% of respondents decide whether80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the p gactual message
73% based that decision on the "From" name73% based that decision on the From name
69% percent based the decision on the subject line
Source: 2007 Email Sender and Provider Coalition (ESPC) study
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Making the Most of Email MarketingWhat You Should DoThe Right People
Some Tips & Tricks For Subject Lines
o Limit the subject line to 25-35 characters or risk it being cut off
A id i "$" "!" d ALL CAPS i th bj t lio Avoid using "$", "!" and ALL CAPS in the subject line
o Some apparently innocent words can trigger Spam filterso Some apparently innocent words can trigger Spam filtersacceptance, accordingly, beneficiary, certified, dainty, deceased, degrees, deposit, diagnostics, dollars, dormant, and medication.
o Some commonly used business words also have a high probability of occurring in a spam email, including:
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Free, loan, maintained, medium, organization, percent, perpetual, sincerely, somebody, statements, transaction, urgent, verify, warehouse.
Making the Most of Email Marketing
Subject Line “Do’s”
Personalize whenever possiblePersonalize whenever possibleMake it clear what is being d li ddeliveredColon Power: Use it to place the most important key word firstRemember, “the best subject lines tell what is jinside; the worst subject lines sell what is inside.”
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Making the Most of Email Marketing
POP QUIZ!POP QUIZ!
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Making the Most of Email Marketing
CALL-TO-ACTIONCALL TO ACTION
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Making the Most of Email MarketingThe Right Message
Creating a Compelling Call-to-Action
In most cases the whole point of sending an emailIn most cases, the whole point of sending an email is to inspire actionYour call to action should compel your readers toYour call-to-action should compel your readers to do somethingGi d f it t dGive readers a sense of excitement and urgency Use specific, action-oriented languageSay it early and repeat often
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Making the Most of Email Marketing
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Making the Most of Email Marketing
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Making the Most of Email Marketing
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Making the Most of Email Marketing
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Making the Most of Email Marketing
Use Landing Pages to Increase Conversions
So I got them to click now what?So I got them to click…now what?Landing pages are a natural extension of email, regardless of messageregardless of messageThe goal of most landing pages is to persuade a visitor to complete a transactionpLanding page effectiveness is measured by conversion rateYou should test landing page elements like you would test email or direct mail
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Making the Most of Email Marketing
Use Landing Pages to Increase Conversions
Keeps email content more conciseKeeps email content more conciseLets visitors learn more before they are asked to take actiontake actionEasier to track series of “actions” taken by reader (and when they drop out)(and when they drop out)Creates a consistent message and “level playing field” for all marketing vehiclesg
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Making the Most of Email Marketing
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Making the Most of Email Marketing
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Making the Most of Email Marketing
POP QUIZ!POP QUIZ!
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Making the Most of Email Marketing
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Making the Most of Email Marketing
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Making the Most of Email Marketing
CONTENT AND DESIGNCONTENT AND DESIGN
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Making the Most of Email MarketingThe Right Message
Email Content Basics
Think about your audienceThink about your audienceKeep content short and to the pointU b ll t d li t f i d bilitUse bulleted lists for improved scan-abilityUse stories to engage readersDemonstrate a clear purpose and a clear call to actionUse statistics, testimonials, case studies, and expert opinions to support your point
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p pp y p
Making the Most of Email MarketingThe Right Message
Proven Email Copywriting Ideas
The Top 10 listp
The research subject line
The “news”
The futureThe future
The interview
The quiz
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The personal message*Excerpts from the article, “Ten E-mail Starters to Break Writer's Block” by Karen Gedney, April 2007
Making the Most of Email Marketing
Capitalize on Current EventsInstead of competing for
reader’s attention, try i t ti tintegrating current news
and events into your messages to capture
greater interest.g
News
Current Events
Holidays/Seasonal
Industry Studies
National/Regional Statistics
(Census, Graduation Rates, Employment Rates, etc.)
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p y )
Making the Most of Email Marketing
Email Copy: Worth the Investment
Still h i t bl iti ff ti il t t?Still having trouble writing effective email content?
Reuse and recycley
Use 3rd party content
Hire a professional email copywriter
#1 Rule - Don’t skimp on email copy
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Making the Most of Email MarketingThe Right Message
Time to Design? Things to Keep in Mind…
Design for the preview pane of email applications One giant image is not a good idea Never put important information (or the call to action) in an iimageAvoid large blocks of text — use headlines for increased “scan-ability”scan abilityProvide a link to a web-based version of your email (at the top) Align content to the left to accommodate narrow preview panes Test your HTML emails in multiple browsers before sending
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Test your HTML emails in multiple browsers before sending
Making the Most of Email Marketing
Think About the Preview Pane
65% of users utilize a preview pane
84% of 18 -34 year olds
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68% of 36 -54 year olds
58% of 55 and olderSource: Spectrobrain
Making the Most of Email Marketing
POP QUIZ!POP QUIZ!
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Making the Most of Email Marketing
Apple iPhone – One Large Image
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Making the Most of Email Marketing
Designing the email (html)Designing for Mobile Devices
Mobile readers are more likely to
Designing the email (html)
yscan your email rather than readingInclude compelling call to action in the first 15-25 characters of your subject lineAvoid “top heavy” images in the designU “ lt t ” iUse “alt-tags” on imagesIn addition to testing email browsers, t t i h dh ld d i
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test messages in handheld devices
Making the Most of Email Marketing
Encouraging Mobile Readers
Reading on the road will markReading on the road will mark message as “read” in their inbox; ask reader to “flag” message forask reader to flag message for later review.
You may want to eventually offer separate subscription/preference forseparate subscription/preference for mobile delivery and provide a shorter, text-only version.
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shorter, text only version.
Making the Most of Email Marketing
TEST, TEST AND OH YES,TEST, TEST AND OH YES, TEST!
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Making the Most of Email MarketingThe Right Message
Email Testing
Testing makes you smarter over timeg y
Testing can help keep you out of spam filters
Testing ensures you get the most “bang for your buck”Testing ensures you get the most bang for your buck (or at least the most predictable response)
Testing allows you to develop a “proven package” online before spending $$ offline
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Making the Most of Email MarketingThe Right Message
Getting Started
Determine which elements you want to testDetermine which elements you want to testDetermine which segments you want to testDetermine how large your sample size will be (#Determine how large your sample size will be (# vs. % of list)Determine how you will keep track of results overDetermine how you will keep track of results over timeDetermine method of testing you want to useDetermine method of testing you want to use
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Making the Most of Email MarketingThe Right Message
What to Test
MetricsMetrics• Open rates• Clickthroughs• Conversion
ElementsElements• Header• Messageg• Timing
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Source: Email Marketing by the NUM8ERS
Making the Most of Email Marketing
Methods of Testing – A/B Testing
Testing one variable at a timeTesting one variable at a time against another sample (all other variables should stay the same).Identifies which single variable is most effective in increasing response.Ideas for testing:Ideas for testing:• With price vs. without price• Benefit A vs. benefit B• With incentive vs. without incentive• 10% discount vs. 15% discount• Long copy vs. short copy
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• Blue vs. red as main color
Making the Most of Email Marketing
Methods of Testing – Multivariate Testing
Testing multiple variables withinTesting multiple variables within the emailSometimes easier when starting out so you can get a better idea of overall direction; refine with A/B testing.Ideas for testing:Ideas for testing:• Different call-to-action (name, description, timing), same creative• Different incentive, discount, and call to action, but keep the creative
t t t thtreatments the same.• Instead of just tweaking the color, develop a completely new creative
treatment, with the same product/offer.
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Source: ClickZ.com
Making the Most of Email Marketing
We Have A Winner!
Be sure to send all email at the same timeM k l b h 'Make clear notes about what you're testing and which group is getting the “control" versionthe control versionWait at least 48 hours before declaring a winnerMake sure test groups are of significant quantityMake sure test groups are of significant quantityThe more you test, the more you'll learn – be sure to use what you learn!
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to use what you learn!
Making the Most of Email Marketing
MEASURING SUCCESS ANDMEASURING SUCCESS AND EXCESS
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Making the Most of Email MarketingThe Right Message
How Long Does it Take to Measure Results?
50% of people will open an email in50% of people will open an email in the first 9 hours
75% of people will open an email in the first 28 hours
The remaining 25% may take several days
The average email campaign has its peak open rate in 14 days
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Source: MarketingSherpa
Making the Most of Email MarketingThe Right Message
Email Metrics
Deliverability
Open RateOpen Rate
Clickthrough Rate
Unsubscribe Rate
Conversion Rate
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Source: ReturnPath
Making the Most of Email MarketingThe Right Message
Email Metrics – Deliverability
Deliverability measuresDeliverability measures the % emails successfully delivered or not
This is an inexact number as not all ISPs report delivered email
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Source: ReturnPath
Making the Most of Email MarketingThe Right Message
Email Metrics – Open Rate
Open Rate measures the % ofOpen Rate measures the % of opened emails that were deliveredOpen Rate can only be tracked on p yHTML-based emailsPreview Panes can provide pfalse-positive open ratesRoughly 50% of all email recipients can’t properly handle tracking imagesThe average open rate for known recipients is 19%.
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Source: ReturnPath
Making the Most of Email MarketingThe Right Message
Email Metrics – Clickthroughs
CTR measures the % of linksCTR measures the % of links clicked by unique individuals in an emailBe sure to look at both unique and per-individual CTRs in your metricsCTRs are highly dependent on th lit f th il t ti t t dthe quality of the email segmentation, content, and design
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Making the Most of Email MarketingThe Right Message
Email Metrics – Unsubscribes
Unsubscribe Rate measures %Unsubscribe Rate measures % of opt-outs from the emailRemember…to be CAN-SPAM compliant you must allow for opt-outsAllow people to remove themselves from certain email lists as well as all
i ticommunication
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Making the Most of Email MarketingThe Right Message
Email Metrics – Conversion Rate
Conversion Rate measures %Conversion Rate measures % of clickthroughs that resulted in an actionActions could be making a donation, registering for an event, taking a survey, renewing a membership, or
th t k bl tisome other trackable actionConversion Rate is the ultimate measure of the success of an email campaign
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success of an email campaign
Making the Most of Email MarketingThe Right Message
Email Metrics – Conversion Rate
Deliverability Rate
Open Ratep
ClickthroughR t
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Rate ConversionRate Unsubscribes
Making the Most of Email MarketingThe Right Message
(# Sent – Bounced)
The Metrics that Matter
Deliverability =
# Unique Opens
(# Sent – Bounced)
# Sent
Open Rate =
Cli kth h R t# Unique Clicks
# Unique Opens
(Sent – Bounced)
Clickthrough Rate =
Unsubscribe Rate = # Unsubscribes
(Sent – Bounced)
Unsubscribe Rate =
Conversion Rate = or
(Sent – Bounced)
# Actions Completed # Actions Completed
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(Sent – Bounced) Unique Responders (Clicks)Source: Email Marketing by the NUM8ERS
Making the Most of Email Marketing
WHERE DO WE GO FROMWHERE DO WE GO FROM HERE?
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Making the Most of Email Marketing
Five ThingsFive ThingsYou Can DoTomorrow
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Making the Most of Email MarketingRight Now
Five Things You Can Do Tomorrow
Audit one of your emails for the four Ps. • Is your value proposition clear?• Is your value proposition clear?• How about Place and Price? (If you
want someone to do something, youwant someone to do something, you need these!)
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Making the Most of Email MarketingRight Now
Five Things You Can Do Tomorrow
Plan a single item to test in your t ilnext email.
• (Hint: The subject line is easy and ti h d ti lt !)sometimes has dramatic results!)
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Making the Most of Email MarketingRight Now
Five Things You Can Do Tomorrow
Run your next (or last) email through a free spam audit likefree spam audit like spamcheck.sitesell.com
(bonus: Check your next (or last) email in a different browser.)
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Making the Most of Email MarketingRight Now
Five Things You Can Do Tomorrow
Write (or rewrite) your welcome email.
• Does it offer something or motivate a next action?a next action?
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Making the Most of Email MarketingRight Now
Five Things You Can Do Tomorrow
Create a new segment to test in your next campaignnext campaign.
• Try a completely unique message to people who have given their email address but never taken actionaddress but never taken action.
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Making the Most of Email Marketing
Questions?
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Thank you!
If you have questions or comments later, please let me know!
Phone: 843-654-3262Email: [email protected]