Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed |...

This Ain’t Your Mama’s Newsletter:

How To Get Your Email Campaigns Noticed

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(My mamma doesn’t have an e-newsletter)

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Session overview

• Five keys to effective email campaigns

– Timely

– Relevant

– Actionable

– Content matters – from subject line on

– Thank your supporters honestly and often

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Session overview

• Four deal breakers you must avoid

– Multiple asks

– Broken links

– No tracking

– Making the donor work

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Session overview

• Eight ways to grow your support base online

- Collect email addresses on your web site

- Leverage offline communications

- Encourage pass along (Viral Marketing)

- Online advocacy

- SEM, SEO, and co-registration (e.g. Care2)

- Asking supporters to market for you (e.g. Web 2.0)

- List swap or hosted email– with another nonprofit or corporate partner

- E-Appends

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Three keys to effective email campaigns: Timely

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Three keys to effective email campaigns: Relevant

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Three keys to effective email campaigns: Actionable

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Three keys to effective email campaigns: Subject lines matter

Subject lines matter:

Worst subject line ever?

Best subject line ever?

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Three keys to effective email campaigns: Thank your supporters honestly and often

Do this:

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Three keys to effective email campaigns: Thank your supporters honestly and often

Not this:

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Four deal breakers you must avoid

– Multiple asks

– Broken links

– No tracking

– Making the donor work

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Four deal breakers you must avoid: Multiple asks

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Four deal breakers you must avoid: Broken links

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Four deal breakers you must avoid: No tracking

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Four deal breakers you must avoid: Making the donor work

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Eight ways to grow your support base online

1. Collect email addresses on your web site

2. Leverage offline communications

3. Encourage pass along (Viral Marketing)

4. Online advocacy

5. SEM, SEO, and co-registration (e.g. Care2)

6. Asking supporters to market for you (e.g. Web 2.0)

7. List swap or hosted email– with another nonprofit or corporate partner

8. E-Appends

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1. Collect email addresses on your web site

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2. Leverage offline communications

• E-mail ask on a direct mail reply or insert

• Separate mailing – postcard or PURL mailings

• PSAs, press releases, events, telemarketing, DRTV, video, mobile campaigns, social media, bloggers

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3. Encourage pass along (Viral Marketing)

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4. Online advocacy

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5. Cost per lead

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5. Search Engine Marketing (SEM)

Organic Results

Paid Ads

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6. Asking supporters to market for you (e.g. Web 2.0)

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6. Asking supporters to market for you cont.

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6. Asking supporters to market for you cont.

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7. List swap or hosted email– with another nonprofit or corporate partner

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8. E-Appends

Third-party vendors who match your offline file against their permission database

• Permission messaging

• Inexpensive, can acquire a lot of emails at once

• Be careful – use reputable vendors

• Tend to be less responsive

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Discussion