A Proven Formula To Optimize Your Nonprofit Fundraising Email Campaigns

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Email campaigns are an affordable way to convert and retain supporters. But how do you compete with the many emails, Facebook posts and tweets vying for their attention? Using real life examples, Tim Kachuriak, fundraising optimization expert, will show you why you need to challenge conventional wisdom to achieve better results. Attend this webinar to learn: - Easy methods to increase email open and click through rates - 3 key ways to optimize your landing page to increase conversion rates - How to improve results by becoming an Omni-Channel Fundraising organization

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  • 1.A PROVEN FORMULA TO OPTIMIZE (AND REVOLUTIONIZE) YOUR EMAIL CAMPAIGNS

2. Which Email Performed Best?(1)(2)(3) 3. Are Best Practices Enough?-52%-19%-34% 4. MECLABS is the largest optimization institution in the world.Copyright MECLABS 5. 1,500+ major experiments Over 1 billion emails tested 10,000 sales-paths tested 500,000 decision-maker interviews 5 million phone calls 100+ conferences/clinicsCopyright MECLABS 6. Fundamental Theory7 7. Email Messaging TheoryFKey Principles1.Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.Copyright MECLABS 8. Email Messaging Theory2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. 3. People dont travel down the center of the funnel. People are climbing up the sides.Copyright MECLABSg = 9.81 m/s21. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision. 9. Email Messaging Theory (Ma)YES(Mi)YESDonation Experience(Mi)YES (Mi)YES Landing Page(Mi)YES (Mi)YES Email(Mi)YESY 10. Email Messaging TheoryFKey Principles1.Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.2.The essence of marketing is the message. You cannot control a prospect, but you can control the message. And it is the message that attracts the prospect towards the macro-yes.Copyright MECLABS 11. Email Messaging Theory (Ma)YES(Mi)YESDonation Experience(Mi)YES Landing Page(Mi)YES (Mi)YES EmailCopyright MECLABS(Mi)YESThe Message(Mi)YESY 12. Email Messaging TheoryFKey Principles1.Email is a relational medium. People do not buy from emails, people buy from people. We must conceptualize an email as part of a sequenced conversation containing a series of micro-yes(es) leading to an ultimate macro yes.2.The essence of marketing is the message. You cannot control a prospect, but you can control the message. And it is the message that attracts the prospect towards the macroyes.3.The essence of the message is the value proposition. At each stage of the conversation, you are attempting to optimize the message in such a way as to tip the balance of cognitive perception from negative (cost) to positive (value).Copyright MECLABS 13. Email Messaging TheoryValue ForceCost ForceVfAc - CfAc = Nf Copyright MECLABS 14. Email Messaging Theory (Ma)YESCost Force (Mi)YES (Mi)YES (Mi)YESCopyright MECLABSValue Proposition(Mi)YESThe Message(Mi)YESValue PropositionValue ForceY 15. Email Messaging Theory (Ma)YESCost ForceValue Force(Mi)YES (Mi)YESCopyright MECLABSThe Message(Mi)YESValue Proposition(Mi)YESValue Proposition(Mi)YESY 16. PRECEPT #1 BEST PRACTICES ARE NOT ENOUGH, YOU NEED A RIGOROUS METHODOLOGY. 17. Optimization Methodology eme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 18. Optimization Methodologyeme = rv(of + i) (f + a) Value Factors (of + i)Inhibitors (f + a)Relevance (rv) Offer (of) Incentive (i)Friction (f) Anxiety (a)Copyright MECLABS 19. Optimizing Email Appeals Version A - ControlVersion B - Test139% Increase in Clickthrough Rate 42% Increase in Revenue 20. Optimizing Email Appeals Version A - ControlVersion B - Test257% Increase in Clickthrough Rate 21. Optimizing Email Appeals Version A - Test 118% Increase in Donations 50% Increase in Petition SignersVersion B - Control 22. Optimizing Email Appeals Version A - ControlVersion B - Test369% Increase in Clickthrough Rate 121% Increase in Revenue 23. PRECEPT #2 OPTIMIZATION DOESNT HAPPEN ON THE PAGE, IT HAPPENS IN THE MIND. 24. Email Messaging Sequence ec < op < ct < lp ec = email capture op = open ct = clickthrough lp = landing page Copyright MECLABS 25. Optimizing Email Thought Sequencesec < op < ct < lp eme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 26. OPTIMIZING EMAIL CAPTURE EC < OP < CT < LPCopyright MECLABS 27. Optimizing Email Capture ec < op < ct < lpeme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 28. Marketing Experiments Email Value Proposition AssessmentCopyright MECLABS 29. Marketing Experiments Email Value Proposition AssessmentCopyright MECLABS 30. Marketing Experiments Email Value Proposition AssessmentCopyright MECLABS 31. Tipping the Value ExchangeValue of Contact Info Value of Offer 32. Optimizing Email Capture 33. Optimizing Email Capture 34. Optimizing Email Capture 35. Optimizing Email Capture 36. Optimizing Email Capture eme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 37. Optimizing Email Registration Version A - ControlVersion B - Test42% Increase in Registration Rate 38. Reducing the Cost Force What is the cost of submitting an email to this form? 39. Reducing the Cost Force Nature of Information Cost Scale Low CostName Email Phone Number Company Title Address Social Security #High Cost 40. Reducing Cost Force Not this But this 41. Reducing Cost Force Not thisBut this 42. Reducing Cost Force Not thisBut this 43. OPTIMIZING OPEN AND CLICKTHROUGH EC < OP < CT < LPCopyright MECLABS 44. Optimizing Email Opens ec < op < ct < lpeme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 45. Improving Email Open Focus on Envelope: The To Line The From Line The Subject Line 46. Optimizing Email Clickthrough ec < op < ct < lpeme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS Copyright 2011 MECLABS 47. Improving Clickthrough Rates Focus on Email Message: Know the goal Internal Subject line Personalized Salutation Headline Value Proposition Call-to-Action Testimonials Relevance is the multiplier 48. Relevance Internal Relevance: Personal interests Demographics Personality Communication Styles Level of Engagement Donor LifecycleExternal Relevance: Seasonality Special Events News Limited Time Offers Holidays Weather 49. February 1, 2011 50. Using External Relevance 51. Using External Relevance 52. Optimizing Email Appeals eme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the processCopyright MECLABS 53. Optimizing Email Appeals Version A - ControlVersion B - Test139% Increase in Clickthrough Rate 42% Increase in Revenue 54. Optimizing Email Appeals OriginalOptimized139% Increase in Clickthrough 42% Increase in Revenue 55. Optimizing Email Appeals Version A - Test 118% Increase in Donations 50% Increase in Petition SignersVersion B - Control 56. Optimizing Email Appeals Version A - ControlVersion B - Test369% Increase in Clickthrough Rate 121% Increase in Revenue 57. OPTIMIZING LANDING PAGES EC < OP < CT < LPCopyright MECLABS 58. How Do We Measure Success? Conversion Rate: Total number of goal completions / Total Unique Visits A measure of the effectiveness of complete thought sequence NPO Avg: 2.72% 59. Optimizing Landing Pages Focus on the Offer: The Ask (Offer) is the impact that is promised in exchange for a donationFocus on the Incentive: An Incentive is an appealing element introduced on the landing page to achieve the desired actionFocus on Eliminating Friction: Friction is anything that causes psychological resistance to a given element on a web page 60. Top Offender: Online Giving Workflow 61. Top Offender: Online Giving Workflow Click Count: 1 62. Top Offender: Online Giving Workflow 63. Top Offender: Online Giving Workflow Click Count: 2 64. Top Offender: Online Giving Workflow Click Count: 3 65. Top Offender: Online Giving Workflow Click Count: 4 66. Top Offender: Online Giving Workflow Click Count: 5 67. Top Offender: Online Giving Workflow Click Count: 6 68. Top Offender: Online Giving WorkflowClick Count: 7 69. Top Offender: Online Giving Workflow Click Count: 8 70. Top Offender: Online Giving Workflow Click Count: 9 71. Top Offender: Online Giving Workflow Click Count: 10 72. Top Offender: Online Giving Workflow 73. Optimized Online Giving Experience 74. Optimized Online Giving Experience 75. Optimized Online Giving Experience 76. Optimized Online Giving Experience 77. Optimizing Landing Pages eme = rv(of + i) (f + a) eme = email marketing effectiveness index rv = relevance to the constituent of = offer value i = incentive to take action f = friction elements of the process a = anxiety elements of the process Copyright MECLABS 78. Version AVersion B137.8% Increase in Donor Conversion 79. Version AVersion B67% Increase in Donor Conversion 80. Version A74% Increase in Donor Conversion 274% Increase in RevenueVersion