email marketing tips & tricks - neoncrm · email marketing tips & tricks louise kelly...
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Number of Emails Sent per Day
145
183
196206
215
2012 2013 2014 2015 2016
Total Worldwide Emails sent / received (billions)
Source: The Radicati Group, Inc
+ Similar Growth in Non-Profit Sector
10%11%
10%
13%
18%
4%
17%
23%
17%
2014 2015 2016
Large
Medium
Small27%
22%
12%
17%
Fundraising Advocacy Newsletter Other
List Growth by
Organization SizeGrowth in Monthly Messages /
Subscriber (’15 – ’16)
Source: M&R Benchmarks Study 2017
Average Fundraising Email Performance
Open Rates: 13%
Click Through Rates : 0.38% (but 0.49% for
small organizations)
Page completion rates: 17%
Overall response rate: 0.05%
Revenue per 1,000 emails: $36 ($106 for small
organizations!)
Source: M&R Benchmarks Study 2017
HOW DO I STAND OUT FROM THE
CROWD?
Gmail Promotions Folder Cycle
Recipient Doesn’t
See/engage with Message
Gmail flags sender as
‘non-engaging’
Non-Engaging senders are shunted to promotions
folder
Message Goes to
Promotions Folder
I. Customize
II. Test
III. Coordinate
THE FUNDAMENTAL THINGS APPLY AS TIME GOES BY
I. Customization: Are you sending
all your constituents the same
message?
Use what you know about your constituents to send targeted,
customized messages
Customization Technique #1: Personalization
Reminder
Personalization: Merge Fields in Neon
System Emails
Personalize Name
Customized content
for each constituent
Customization Technique #2: Segmentation
Reminder
• System Email Versions
• Create individual audiences/lists or a Report-Only Email
Audience
Segmentation: USE YOUR DATA!
Membership
Donor level / donation date
Event Attendance
Interaction with past campaigns
Custom fields
Constituent Preferences from surveys, email signup forms
Engagement with past email messages
Case Study: Annual Appeals Campaign
SEGMENT MESSAGE
Long-Term
Major Donors
• Past accomplishments
• Future goals
• Special Thank You?
Lybunt Major
Donors
• Thanks for past support
• Future Goals
• Survey to get feedback?
Consistent
Small Donors
• Emphasize participation
• Soft upsell
Special Considerations with
MailChimp & Neon
Email Authentication link only works when sending emails from Neon
When possible – consolidate into fewer (or one) list in MailChimp
Campaign statistics (including opt-outs) are stored per list in MailChimp
Duplicate emails in multiple lists all count towards total subscriber count in MailChimp
Plan ahead re data you want to bring over to MailChimp list
Donation data: remember to look at the household level (consider using custom fields to create flags in Neon then push to MailChimp)
Customization Technique #3: Marketing Automation
Reminder
Marketing Automation: sending the
right message at the right time
Neon:
System Emails
Email Series
MailChimp:
Automated Email Campaigns
II. Testing
USE RAPID RESPONSE OF DIGITAL
TO OPTIMIZE YOUR CAMPAIGN
Testing the fundamentals
1. From Name
2. Subject Line
3. Call to Action / Offer
4. Timing
5. Design
Why From, Subject Line & Text
Preview are So Important
III. Coordination: Getting all
your marketing efforts
working together
Integrated Marketing Ideas
Reminders at list sign-up
Lookout for upcoming email campaign
Postal mail & Phone calls & personal emails for
fundraising / events
Coordinate Timing
Consistent messaging / branding
Cultivate relationship throughout the year
Need multiple touchpoints to drive action!
MailChimp Integration with Social
Media
Adding ‘Share This’ & Forward Buttons
Auto-Tweet & Auto-Post – pros & cons
MailChimp Facebook & Instagram Ad
Creation
Do What You Can
Don’t Be Overwhelmed!
QUESTIONS?