effective email marketing fundraising ireland presentation
TRANSCRIPT
Adrian O’Flynn Digital Marketing Leader – Concern
Worlwide
Email Marketing
Would you like a free email marketing tool?
Non-profits get 10,000 free emails a month
Your donors are...
But in the email inbox they are...
1) Content
2) Copy
3) Testing & Reporting
4) Process
5) Strategy
Why email?
Fixed costs
Consistent reach and response
Cheapest cost-per-click at €0.06
Donors perceive it to be cheaper
Targeted & Personalized
Front-of-mind
These companies email as much as anybody
1) Content
Less like letters....
....and more like ads.
Get straight to the point
One message per email (mostly)
Less call-to-actions is more clicks
Be consistent with your colours
12.5%
Videos = 15% more clicks
Social media icons are not mandatory
A plain text version increases deliverability 10%+
Go for mobile friendly templates
Think about pre ‘Display images’
2) Copy
Subject lines are really, really important
Must be relevant to the donor
To quote McFly (2006)
You is glue
Questions are good too
Be casual and friendly
You have 24 hours to save Ali
Vrs
Help Concern end child hunger
12.5%
5.4%
A strong headline, is also important
250 word limit on emails
50 word limit on paragraphs.
Chunks.
Shorter sentences than Direct Mail. Punchier.
Use bolding
Don’t use exclamation marks!!
The worst non-profit newsletter in the world...
3) Testing & Reporting
Learning is good.....
A/B testing is king
Have a test plan
From nameSubject lines
Calls-to-actionDayTime
Ask amounts
Opens and clicks are not K.P.I.s
Total opens & clicks per year are.
Same goes for response rate
In reality, Open rates are higher
Use Google URL builder to monitor
4) System
Apply to Vertical Response
Use images that refresh a template
Images that refresh a template
Get a copy writer (if possible)
Test it.
Test it.
Get someone else to approve
Test the different webmails
Send from one domain name
Be wary of database integration
5) Strategy
The problem with charities...
Its too easy to convert customers
Send more emails
Don’t worry about these donors complaining
