EMAIL MARKETING TIPS & TRICKS - NeonCRM · email marketing tips & tricks louise kelly...

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EMAIL MARKETING TIPS & TRICKS

LOUISE KELLY

LOUISE@GLOWSTONECONSULTING.COMLARA HEJTMANEK

LARA@GLOWSTONECONSULTING.COM

Number of Emails Sent per Day

145

183

196206

215

2012 2013 2014 2015 2016

Total Worldwide Emails sent / received (billions)

Source: The Radicati Group, Inc

+ Similar Growth in Non-Profit Sector

10%11%

10%

13%

18%

4%

17%

23%

17%

2014 2015 2016

Large

Medium

Small27%

22%

12%

17%

Fundraising Advocacy Newsletter Other

List Growth by

Organization SizeGrowth in Monthly Messages /

Subscriber (’15 – ’16)

Source: M&R Benchmarks Study 2017

Average Fundraising Email Performance

Open Rates: 13%

Click Through Rates : 0.38% (but 0.49% for

small organizations)

Page completion rates: 17%

Overall response rate: 0.05%

Revenue per 1,000 emails: $36 ($106 for small

organizations!)

Source: M&R Benchmarks Study 2017

HOW DO I STAND OUT FROM THE

CROWD?

Gmail Promotions Folder Cycle

Recipient Doesn’t

See/engage with Message

Gmail flags sender as

‘non-engaging’

Non-Engaging senders are shunted to promotions

folder

Message Goes to

Promotions Folder

I. Customize

II. Test

III. Coordinate

THE FUNDAMENTAL THINGS APPLY AS TIME GOES BY

I. Customization: Are you sending

all your constituents the same

message?

Use what you know about your constituents to send targeted,

customized messages

Customization Technique #1: Personalization

Reminder

Personalization: Merge Fields in Neon

System Emails

Personalize Name

Customized content

for each constituent

Customization Technique #2: Segmentation

Reminder

• System Email Versions

• Create individual audiences/lists or a Report-Only Email

Audience

Segmentation: USE YOUR DATA!

Membership

Donor level / donation date

Event Attendance

Interaction with past campaigns

Custom fields

Constituent Preferences from surveys, email signup forms

Engagement with past email messages

Case Study: Annual Appeals Campaign

SEGMENT MESSAGE

Long-Term

Major Donors

• Past accomplishments

• Future goals

• Special Thank You?

Lybunt Major

Donors

• Thanks for past support

• Future Goals

• Survey to get feedback?

Consistent

Small Donors

• Emphasize participation

• Soft upsell

Special Considerations with

MailChimp & Neon

Email Authentication link only works when sending emails from Neon

When possible – consolidate into fewer (or one) list in MailChimp

Campaign statistics (including opt-outs) are stored per list in MailChimp

Duplicate emails in multiple lists all count towards total subscriber count in MailChimp

Plan ahead re data you want to bring over to MailChimp list

Donation data: remember to look at the household level (consider using custom fields to create flags in Neon then push to MailChimp)

Customization Technique #3: Marketing Automation

Reminder

Marketing Automation: sending the

right message at the right time

Neon:

System Emails

Email Series

MailChimp:

Automated Email Campaigns

II. Testing

USE RAPID RESPONSE OF DIGITAL

TO OPTIMIZE YOUR CAMPAIGN

Testing the fundamentals

1. From Name

2. Subject Line

3. Call to Action / Offer

4. Timing

5. Design

Why From, Subject Line & Text

Preview are So Important

III. Coordination: Getting all

your marketing efforts

working together

Integrated Marketing Ideas

Reminders at list sign-up

Lookout for upcoming email campaign

Postal mail & Phone calls & personal emails for

fundraising / events

Coordinate Timing

Consistent messaging / branding

Cultivate relationship throughout the year

Need multiple touchpoints to drive action!

MailChimp Integration with Social

Media

Adding ‘Share This’ & Forward Buttons

Auto-Tweet & Auto-Post – pros & cons

MailChimp Facebook & Instagram Ad

Creation

Do What You Can

Don’t Be Overwhelmed!

QUESTIONS?