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Nonprofit Academy: How Email Metrics and Strategy Collide
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Meet your hosts
Denny Doherty • Senior Partner Manager
Anna Maria Soriano • Marketing and Training Manager
Elizabeth McDonough • Marketing Associate
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Table of Contents HOW TO SEGMENT EMAILS & MEASURE SUCCESS
HOW TO CREATE A DATA DRIVEN COMMUNICATION STRATEGY
ADVANCED EMAIL STRATEGIES & METRICS
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How to Segment Emails and Measure Success
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Relationships Require Work
A FEW THINGS TO KEEP IN MIND:
● There is not a one-size fits all audience
● An individual’s interaction with your organization informs the content of your future communications
● Supporters listen first to what applies to them
● Targeted communications support donor retention
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Map Out Segment Differentiators
A FEW THINGS TO CONSIDER:
● Pinpoint what’s unique to each donor or supporter
● Identify ways to build trust and tie different supporters to your mission
● Create a framework to send each group of supporters information and appeals
● Remember: What appeals to one supporter won’t always appeal to another.
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Create a Contact Funnel
SEGMENT DONORS ACCORDING TO THEIR INVOLVEMENT :
● First-time Donor
● Monthly Donor
● Fundraiser
● 5K Participant
● Email Subscriber
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Sample Email Series
RECURRING DONOR
FIRST-TIME DONOR
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Create Target Growth MetricsOPEN RATES PER SECTOR
AVERAGE NONPROFIT CTR
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Strategies to Achieve Target Growth Metrics
IF YOUR OPEN RATES IS LESS THAN 30%:
● Customize emails based on each sub-list’s preferences
● Make your emails recognizable – Use the same from name
● Set a Frequency – Set expectations with your contacts about when they’ll hear from you
IF YOUR CTR IS LESS THAN 8%:
● Relevant information for a specific audience will increase CTRs
● Less is more with copy
● Remove any distractions from the email content
● Use call to action buttons
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How to Create a Data Driven Communication Strategy
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What does the Industry Data Reveal? FREQUENCY OF NONPROFIT EMAIL NEWSLETTERS
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Timing is EverythingMAP OUT YOUR COMMUNICATIONS:
● When and why are emails being sent?
● Does your email have a clear purpose?
● Are you over or under communicating ?
● Have you developed a timeline for each campaign?
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Time-Based Campaign Email SeriesMACRO PLANNING
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Maintain and Optimize
THE BEST TIME TO SEND AN EMAIL:
● Test the impact of sending an email at different times in the day
● Split your list and send an email on two different days in the week
● Track the open and CTR to determine the best send date and time
MICRO PLANNING
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Advanced Strategies and Metrics
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A/B Testing
ANSWER THESE QUESTIONS TO START:
● What are you trying to measure? (This is your test plan)
● How will you measure success? (This is your test metric)
● What is your control? (This is your baseline)
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A/B Testing Variables
THINGS YOU SHOULD TEST:
● Subject lines
● Email segments and open rates
● Calls to action
● Send time and day
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Bounce & Opt Out Rates
WHAT THINGS TO LOOK FOR:
● Bounce rate = Number of emails rejected by the receiving server
● Hard bounce vs. soft bounce
● Opt out rates
● Industry norm opt out rate = < 2%
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Data Cleanliness
A CLEAN EMAIL LIST IMPROVES:
● Open rates
● Bounce rates
● Opt-out rates
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Connect the Dots
WHAT THE METRICS REVEAL:
● How an appeal is performing with an audience?
● Does asking a question in your subject line increase open rates?
● What is a set audience’s response to a segmented email series?
● What CTA better drives a person to take action?
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Questions?
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