how to fundraise using email (charlotte beckett)
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How to fundraise using email webinar
26th October 2012
Email’s dead, long live email.
Hello
Charlotte Beckett, Head of Digital, The Good Agency
@londoncharlotte
@thegoodagency
Some context
• The first email was sent in 1971
• There are 3.146 billion email accounts worldwide
• On average we send & receive 112 a day
• 71% of email traffic is spam
• 88% of smartphone users check their email at least once a day
• By the end of 2012 more people will read emails on mobile than on desktop or webmail
• 41% claim they would close or delete an email not optimised for mobile
89% of us do it …
Source: Ofcom research, Q1 2012
But not for long …
Source: UKOM/Nielsen March 2012
Where are we doing it?
But that depends on when …
Why do it?
• 77% preferred to receive permission-based promotions via email, 6% via social media
• A similar survey found 69% with a preference for email as the channel for brand communications
• 72% describe email's ROI as excellent or good. Only organic SEO scored better
• 1 in 4 emails turn into a donation according to Blackbaud’s peer-to-peer fundraising research
We outperform other sectors
Charity emails:
• Open rate – 23.25%
• Click rate – 3.32%
• Unsubscribe rate - 0.28%
Average across all sectors/industries:
• Open rate – 18.35%
• Click rate – 2.95%
• Unsubscribe rate - 0.15%
Thinking about strategy
• Make it personal
• Make it experiential
• Make it exclusive
• Make it shareable
• Make it integrated
• Make me do something
• Make, measure, learn
Thinking about design, content & build
• Be clear, be interesting, be yourself
• Think about how, where & when I'm reading your email
• Make your call to action stand out
• Unsubscribe is a legal requirement – make it easy
• Don't fall foul of spam filters – think about trigger words, images
• Test before you send
Just some of the top 100 trigger words
Thinking beyond the inbox
• Automatic can be good
• Keep it building, keep it clean
• Love your segments, love your data
• The email experience doesn’t stop at the email
Because this is what we want …