effective email. small charities communications conference, 23 september 2016
TRANSCRIPT
CharityComms small charities conference: email is your secret weapon
Your content marketing secret weapon
CharityComms small charities conference: email is your secret weapon
Introduction to email marketing
● Email is still more popular than social media
● It has outlasted every single social media network
● It’s still growing!● Everyone has an email address
CharityComms small charities conference: email is your secret weapon
Email’s reach
CharityComms small charities conference: email is your secret weapon
Email’s reach
CharityComms small charities conference: email is your secret weapon
£500 billion - value of the UK ecommerce market
£963 million - amount made by online retailers in one day (Cyber
Monday)
34% - the size of increase from 2014 that represents
£344 million - what John Lewis made over Christmas 2015
8% - the size of increase from 2014 that represents
The ecommerce industry
CharityComms small charities conference: email is your secret weapon
23% of revenue comes from email in ecommerce
24% of marketers across all industries who segment their
lists experience higher revenue.
42% of customers say email is central to retention
Email in e-commerce
CharityComms small charities conference: email is your secret weapon
CharityComms small charities conference: email is your secret weapon
1. Ditch your newsletter - nobody cares about it
2. Sharpen your axe - segment your lists
3. Don’t make them think - send single issue emails
The magic three
CharityComms small charities conference: email is your secret weapon
● They show interest in your organisation● They are showing trust ● They want to act to help you
What’s happens when someone subscribes?
CharityComms small charities conference: email is your secret weapon
● Social media reach is declining every day● Your email list is a Rolodex of activists,
donors and potential donors● It’s also the no.1 retention channel
Email is your secret weapon
CharityComms small charities conference: email is your secret weapon
Hands up if your organisation sends an email newsletter
CharityComms small charities conference: email is your secret weapon
Jam and choice overload
CharityComms small charities conference: email is your secret weapon
Why newsletters don’t work
1) It’s what you want to say2) It’s the scattergun approach3) Too much choice = very little
action
All these examples are single issue emails
CharityComms small charities conference: email is your secret weapon
The lifecycle of an email
CharityComms small charities conference: email is your secret weapon
So….what makes a great email?
CharityComms small charities conference: email is your secret weapon
Strong subject line
Short, concise copy
Clear call to action (only one)
Make your email stand out
Mobile friendly
Personalisation
The building blocks a great email
CharityComms small charities conference: email is your secret weapon
Envelope contents:
subject line, friendly from and snippet
CharityComms small charities conference: email is your secret weapon
Content elements:
copy, call to action and image
CharityComms small charities conference: email is your secret weapon
Call to action buttons
CharityComms small charities conference: email is your secret weapon
You are nothing to me.
Never call me ‘mother’ again.
CharityComms small charities conference: email is your secret weapon
Strong copy
● Make the copy strong and bold
● Front-load it● Keep it brief - cut out
any unnecessary words
● Use active and actionable language
CharityComms small charities conference: email is your secret weapon
This next slide has a swear in it.
Sorry.
CharityComms small charities conference: email is your secret weapon
CharityComms small charities conference: email is your secret weapon
CharityComms small charities conference: email is your secret weapon
The email’s job is to get you to the landing page
CharityComms small charities conference: email is your secret weapon
The landing page looks like the email
CharityComms small charities conference: email is your secret weapon
Time to sharpen your axe
CharityComms small charities conference: email is your secret weapon
Exercise: Who am I talking to?
● Find two friends ● Tell them what your charity
does and who it’s trying to reach.
● Together, identify your top three segments
CharityComms small charities conference: email is your secret weapon
Exercise: What am I talking about?
● With the same two friends● Ask for ideas on what to
email each segment
CharityComms small charities conference: email is your secret weapon
Some more ideas on what to say
● Case studies● Check-ins● Media appearances● A surprise thank you● Links to biggest social
media posts
CharityComms small charities conference: email is your secret weapon
The explosion of mobile
● Over 50% of emails are now opened on a mobile device
● Email growth on mobile has increased by 180% in the last 3 years.
● This is expected to grow another 22% this year and a further 23% in 2016.
CharityComms small charities conference: email is your secret weapon
What you need to do
● Emails have to be readable on a mobile(without pinching and zooming)
● Emails need to be as short as possible● Your calls to action have to work on mobile
- responsive / short donation form (Stripe / JustGiving are good), PSMS or links to social content
CharityComms small charities conference: email is your secret weapon
Strong subject line
Short, concise copy
Clear call to action (only one)
Make your email stand out
Mobile friendly
Personalisation
Elements of a great email
CharityComms small charities conference: email is your secret weapon
Measuring success
Wear red and host an event on Friday 5 February 2016, to help beat heart disease. The money you
raise will support the BHF’s life saving research.
1. Email used to keep participants engaged from point of sign up to taking part in the fundraising event
2. Email used to increase remittance
3. Participants can sign up to Wear it. Beat it. at different times between September and February -
only email let them send relevant communications to participants no matter what stage they sign up.
Wear it. Beat it.
TheSite.org
THE HUMPS.
(Ahem)
We encourage them to…
> Join a chat
> Reply to someone else’s
thread
> Start a thread of their own
How do we help people to engage
with TheSIte.org community
CONTENT
1. The welcome
2. Highlighting a popular area
1. A moment of zen (good news)
2. You’re not alone!
3. Community event
1. How to post a thread
1. Passing it on
Emails Purpose
To familiarise
users with
TheSite
To give a feel
for the place,
people &
support
Practical tips
Growth
The first email
CharityComms small charities conference: email is your secret weapon
1. Ditch your newsletter - nobody cares about it
2. Sharpen your axe - segment your lists
3. Don’t make them think - send single issue emails
The magic three
CharityComms small charities conference: email is your secret weapon
Questions?
CharityComms small charities conference: email is your secret weapon
Stay in touch by email (how else?):
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
23 September 2016London#CCsmallcharity
Small charities
communications
conference