Presented by :

7/16/2018© 2018 Constant Contact, Inc. 1

Matthew Montoya

Every Contact Matters: Using Your Existing Contact Database to Grow Your Organization

Webinar is being recorded Webinar is from 2-3 Eastern

Your Hosts

M a t t h e w M o n t o y a

Partner Enablement & Training Manager

Constant Contact

Webinar is being recorded

T i m S a r r a n t o n i o

Director of Business Development

NeonCRM

R y a n T a r t a g l i a

Associate Marketing Manager

Constant Contact

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• Contact best practices

• About the Constant Contact/Neon Integration

• The value of your list

• How mobile is impacting email marketing

readership

• How to build an email that gets results – and use

email to learn more about your contacts

• How to create the “perfect” subject line

We are recording this webinar, and we will send it out

afterward!

You track a lot of data• Donors

• Members

• Event attendees

• Volunteers

• Newsletter subscribers

• Website visitors

• And more!

Better Data = Better Relationships

Good data gives you the keys you need

to engage supporters effectively and

build real, sustainable relationships.

Engaging existing contacts is more cost-effective

more expensive5xto successfully cultivate a new donor rather than an existing contact at your organization.

Source: Nonprofit Quarterly

*It’s easier to engage existing contacts because you already have data on them.

You know who they are, what they’re interested in, and how to engage them effectively.

That’s why we’re working together! Easy and seamlessly integrated access to all of your data is

critical for engaging supporters at every stage of the relationship.

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Your list has value

Why are those email addresses so valuable?

They’ve met you

To pull value out of list, the email must

be relevant to the audience

B u t … e a c h c o n t a c t i s d i f f e r e n t

Income

Previous interaction

Location

Gender

Education level

Impact of your org

U s e l i n k s t o l e a r n … .

Every click on a link tells

you more about that

contact.

S e g m e n t b y g i v i n g …

Use donation history to determine the

right engagement and ask level.

What is a common way to make an email irrelevant?Not building for today’s

reading habbits

What’s wrong with this email?

Time’s up

Let’s Review

Bigger problems on mobile

Source: Litmus

When email doesn’t look good on mobile

30% unsubscribe

80% delete

Source: Blue Hornet

Avoid these mistakes...

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• Lengthy text

• Multiple columns

• Too many choices

Instead, keep it simple...

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• 25 lines of text or less

• Key content on top

• 3 links or less

• One column only

That’s a bit better.

Desktop/Tablet

Room for improvement

Mobile

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That’s a bit better.

Room for improvement

Color matters

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Color for brand and for eye movement

Use color to your advantageRoom for improvement

Getting better

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That’s better.Room for improvement

Source: Loyalty Square, ColorMatters.com

Color increases brand recognition by

80%

Use images….correctly

Make it engaging with photos

Source: ContentLEAD, Infographic: Anatomy of the

Email Marketing Message, 2018

Source: Constant Contact Data Reveals Direct

Correlation Between Email Campaign Effectiveness

and Number of Images and Text Lines Featured, 2018

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• 82% of people pay more

attention to emails with

pictures

• 3 or fewer images for highest

click through

• don't use images of your

content

Avoid these mistakes...

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• Large, off-screen images

• All image or mostly image

email

• Hard-to-find or hard-to-read

calls-to-action

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• Size images to fit

• Use images to tell your story

• Use limited # of images

– 3 images or less, not including your

logo

• Link images to pertinent page

• Use buttons

Instead..

Instead..

• Use buttons instead of

hyperlinks

• Buttons are bulletproof

• Buttons are very quick to

see and act on

X

X

X

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Room for improvement That’s a bit better.

Use a mobile responsive email tool

Mobile responsive

Rev iew of best pract i ces

Choose the right template for your message &

design for mobile

Make sure logo doesn’t “bury” call to actions

Use your brand colors

Communicate through pictures and make them clickable. No more than 3 images

Less is more. Focus on relevant content. 20 lines of text have the highest click-through rates. Use Buttons! Keep obvious calls to action to 3 or less.

Keep key call-to-action above the scroll line

and optimize your links.

Use social media buttons

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USE AN MOBILE RESPONSIVE EMAIL TEMPLATE

Make sure to write a compelling subject line,

use a familiar name as sender and use pre-

header text. Split test if available.

East Tycho Chamber of Commerce 12:27 PM

Can you afford to miss the event of the year?

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Getting your email opened

• “From Name” is most critical– Get noticed & opened

• Subject Line assists “From Name”

• Teaser (Preheader) text helps

From name

Subject line

Teaser (Preheader)

text

Matco Foundation 12:27 PM

With A Little Help From Our FriendsYour donation is needed now more than ever. If you

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7/16/2018 © 2018 Constant Contact, Inc. 39

Avoid repeats

• Same subject line

• Gives no reason to open

• Gets tuned out

Matco Association 12:27 PM

Matco February UpdateHaving trouble viewing this email? Click here.

Is your investment working for you? Be sure to check in with

Matco Association 12:27 PM

Matco March UpdateHaving trouble viewing this email? Click here.

Is your investment working for you? Be sure to check in with

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Keep it short – Make it personal

• Be brief

– 5-8 words

– Less than 40

characters

– Use “You” or “Your”

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Questions

Ask a question to cause curiosity.

Matco Foundation 12:27 PM

Can You Do More to Help?Christmas is almost upon us. So many are needing

Matco Association 12:27 PMStruggling To Find a Way to Help?With the recent event effecting our community, many need

Matco Group 12:27 PMCan We Help You Cut Time?Time is the most important asset in your lives. Lost time

Repeat same letter

Eye looks for patterns

Alliteration

Matco Clubs 12:27 PM

Seven Simple Solutions Save SeasonWe’ve got what you need this season. We are ready to

First Matco Church 12:27 PM

Friday Fun For Families and Fellowship FMC has Some great activities for the whole family. From

Matco Clothing Emporium 12:27 PM

Todays Top Terrific TipsDo you have all the steps you need to succeed? Here

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Refer to pop culture

Famous linesLyrics & titles capture the eye

Tie it to content

Allusion

Matco World Group

12:27 PM

Let it Go, Let it GoDrop those extra clothes off today. More than ever most

peopleMatco Club

12:27 PM

Let Them Eat Cake, and Brownies We’ve got a great breakfast meeting this month. We are

excited

Matco Community Players

12:27 PM

May the Farce Be With YouAuditions are open for our next production. This month we’ll

be

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7/16/2018 © 2018 Constant Contact, Inc. 44

Test your assumptions

Integration Demo

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Q+ALearn more: neon.constantcontact.com

Learn more: neon.constantcontact.com