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YOU’VE GOT EMAIL. NOW WHAT?

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MEET YOUR PRESENTER

Nancy PaloSenior Consultant, Donor Engagement Services

@fundraising101

got email

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SHARE AND ENGAGE WITH A VARIETY OF WIDGETS

Slides

Media Q&ASpeakers

SurveyTwitter Resources

Share ThisHelp

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2013 ONLINE MARKETING BENCHMARK REPORT

~500Non profits &

affiliates

16.8MDonations

4.2 BEmailssent

$1.12 BRevenue

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To engage constituents and build your relationship in a more meaningful way through email.

The Relationship of Data

and Email: • The Data• The Message • Beyond the Message

TODAY’S OBJECTIVE

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“In today’s data centric world, there is no excuse for not using data to enhance your relationship with your constituents through email.”

DATA AND EMAIL

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Data-driven “triggered” email campaigns have been shown to achieve the following:

+ 70% increase in unique open rates

+ 55% increase in unique click-through rates

+ 300% increase in dollars per email delivered

+ 225% increase in conversion rate

Data provided by Responsys

SUCCESS OF USING DATA IN EMAIL

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Savings.com strived for "one-to-one personalization," where each subscriber receives a unique email tailored to his or her preferences. Five months after launch, the targeted emails increased average engagement metrics across the company's more than 2 million subscribers:

• Open Rate: 14% increase

• Click through Rate: 88% increase

• Revenue Per-thousand Impressions (RPM): 147% increase

CASE STUDY

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T HE DATA

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FOUR KEY TYPES OF DATA TO USE FOR EMAIL

Email Interaction Web Interaction

Giving History Demographics

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Basic email interaction data shows where the constituent has clicked within the email, open rates, opened links, clicks, conversions, and related metrics.

EMAIL INTERACTION

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Access to a constituent’s web interaction data can help non-profits gain an in-depth understanding of how the constituent is browsing a website.

WEB INTERACTION

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Past giving history can be a valuable predictor of your constituent’s response. By looking at what the donor has given in the past, email campaigns can be customized to suggest a personalized next step.

GIVING HISTORY

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Demographics like, age and gender, may not be as reliable as the users most recent email or web interactions, but is still valuable in baseline targeting.

DEMOGRAPHICS

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T HE ME S S AGE

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USE DATA TO IMPROVE TARGETING, RELEVANCE, AND PERFORMANCE OF EMAIL.

1. Send the right email to the right audience

2. Customize the message for the audience

3. Personalize the content

4. Watch your email results improve

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SEND THE RIGHT EMAIL TO THE RIGHT AUDIENCE

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CUSTOMIZE THE MESSAGE FOR THE AUDIENCE

Tell the story about your mission that your constituent wants to hear

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PERSONALIZE THE CONTENT

[FIRST NAME]

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Data-driven “triggered” email campaigns have been shown to achieve the following:

+ 70% increase in unique open rates

+ 55% increase in unique click-through rates

+ 300% increase in dollars per email delivered

+ 225% increase in conversion rate

Data provided by Responsys

SUCCESS OF USING DATA IN EMAIL

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BE Y OND T HE E M AIL M E S S AGE

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WEBSITE

Continue to make it personal on your website

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LINK DYNAMIC ASKS TO DYNAMIC DONATION FORMS

• A Dynamic Ask should typically display as a question with an amount (like, Can you help us with a $10 donation?).

Email Don

ati

on

Form

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MAKING EMAIL RESPONSIVE

57% of all emails were read on a mobile device during the 4th quarter of 2012

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RESPONSIVE WEBSITE

Last but least, a responsive website & donation form

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QUE S T IONS AND ANS W E RS