nonprofit academy: how email metrics and strategy collide

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Page 1: Nonprofit Academy: How Email Metrics and Strategy Collide

classy.org

Nonprofit Academy: How Email Metrics and Strategy Collide

Join the conversation on Twitter.

Tweet @classy,

@ConstantContact

Page 2: Nonprofit Academy: How Email Metrics and Strategy Collide

classy.org

#Classyedu

Live Tweet @classy, @ConstantContactJoin the conversation.

Page 3: Nonprofit Academy: How Email Metrics and Strategy Collide

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Meet your hosts

Denny Doherty • Senior Partner Manager

Anna Maria Soriano • Marketing and Training Manager

Elizabeth McDonough • Marketing Associate

Page 4: Nonprofit Academy: How Email Metrics and Strategy Collide

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Table of Contents HOW TO SEGMENT EMAILS & MEASURE SUCCESS

HOW TO CREATE A DATA DRIVEN COMMUNICATION STRATEGY

ADVANCED EMAIL STRATEGIES & METRICS

Page 5: Nonprofit Academy: How Email Metrics and Strategy Collide

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How to Segment Emails and Measure Success

Page 6: Nonprofit Academy: How Email Metrics and Strategy Collide

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Relationships Require Work

A FEW THINGS TO KEEP IN MIND:

● There is not a one-size fits all audience

● An individual’s interaction with your organization informs the content of your future communications

● Supporters listen first to what applies to them

● Targeted communications support donor retention

Page 7: Nonprofit Academy: How Email Metrics and Strategy Collide

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Map Out Segment Differentiators

A FEW THINGS TO CONSIDER:

● Pinpoint what’s unique to each donor or supporter

● Identify ways to build trust and tie different supporters to your mission

● Create a framework to send each group of supporters information and appeals

● Remember: What appeals to one supporter won’t always appeal to another.

Page 8: Nonprofit Academy: How Email Metrics and Strategy Collide

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Create a Contact Funnel

SEGMENT DONORS ACCORDING TO THEIR INVOLVEMENT :

● First-time Donor

● Monthly Donor

● Fundraiser

● 5K Participant

● Email Subscriber

Page 9: Nonprofit Academy: How Email Metrics and Strategy Collide

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Sample Email Series

RECURRING DONOR

FIRST-TIME DONOR

Page 10: Nonprofit Academy: How Email Metrics and Strategy Collide

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Create Target Growth MetricsOPEN RATES PER SECTOR

AVERAGE NONPROFIT CTR

Page 11: Nonprofit Academy: How Email Metrics and Strategy Collide

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Strategies to Achieve Target Growth Metrics

IF YOUR OPEN RATES IS LESS THAN 30%:

● Customize emails based on each sub-list’s preferences

● Make your emails recognizable – Use the same from name

● Set a Frequency – Set expectations with your contacts about when they’ll hear from you

IF YOUR CTR IS LESS THAN 8%:

● Relevant information for a specific audience will increase CTRs

● Less is more with copy

● Remove any distractions from the email content

● Use call to action buttons

Page 12: Nonprofit Academy: How Email Metrics and Strategy Collide

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How to Create a Data Driven Communication Strategy

Page 13: Nonprofit Academy: How Email Metrics and Strategy Collide

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What does the Industry Data Reveal? FREQUENCY OF NONPROFIT EMAIL NEWSLETTERS

Page 14: Nonprofit Academy: How Email Metrics and Strategy Collide

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Timing is EverythingMAP OUT YOUR COMMUNICATIONS:

● When and why are emails being sent?

● Does your email have a clear purpose?

● Are you over or under communicating ?

● Have you developed a timeline for each campaign?

Page 15: Nonprofit Academy: How Email Metrics and Strategy Collide

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Time-Based Campaign Email SeriesMACRO PLANNING

Page 16: Nonprofit Academy: How Email Metrics and Strategy Collide

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Maintain and Optimize

THE BEST TIME TO SEND AN EMAIL:

● Test the impact of sending an email at different times in the day

● Split your list and send an email on two different days in the week

● Track the open and CTR to determine the best send date and time

MICRO PLANNING

Page 17: Nonprofit Academy: How Email Metrics and Strategy Collide

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Advanced Strategies and Metrics

Page 18: Nonprofit Academy: How Email Metrics and Strategy Collide

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A/B Testing

ANSWER THESE QUESTIONS TO START:

● What are you trying to measure? (This is your test plan)

● How will you measure success? (This is your test metric)

● What is your control? (This is your baseline)

Page 19: Nonprofit Academy: How Email Metrics and Strategy Collide

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A/B Testing Variables

THINGS YOU SHOULD TEST:

● Subject lines

● Email segments and open rates

● Calls to action

● Send time and day

Page 20: Nonprofit Academy: How Email Metrics and Strategy Collide

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Bounce & Opt Out Rates

WHAT THINGS TO LOOK FOR:

● Bounce rate = Number of emails rejected by the receiving server

● Hard bounce vs. soft bounce

● Opt out rates

● Industry norm opt out rate = < 2%

Page 21: Nonprofit Academy: How Email Metrics and Strategy Collide

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Data Cleanliness

A CLEAN EMAIL LIST IMPROVES:

● Open rates

● Bounce rates

● Opt-out rates

Page 22: Nonprofit Academy: How Email Metrics and Strategy Collide

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Connect the Dots

WHAT THE METRICS REVEAL:

● How an appeal is performing with an audience?

● Does asking a question in your subject line increase open rates?

● What is a set audience’s response to a segmented email series?

● What CTA better drives a person to take action?

Page 23: Nonprofit Academy: How Email Metrics and Strategy Collide

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Questions?

Page 24: Nonprofit Academy: How Email Metrics and Strategy Collide

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