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A presentation made to a group of nonprofits at the Chiesman Center for Democracy to give an overview of basic e-mail marketing tactics.
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E-MAIL Is it
wor th
it? Dustin Floyd
TDG Communications
What’s the difference between good e-mail & spam?
They’re both marketing messages. SPAM is unsolicited.
They’re both marketing messages. SPAM is unsolicited. PERMISSION-BASED E-MAIL is something that a person asks for.
Why Do People Sign Up for E-mail? •They expect value. •They can unsubscribe anytime. •They know where you live.
Have Nigerian Princes Spoiled It for the Rest of Us?
“We started once a week.
Then it went to two times a week. Quickly it became five…”
“We lost equity.”
-Gary Vaynerchuk, W ineLibrary.com
58% of U.S. consumers start the day interacting with companies by e-mail. search engines: 20% Facebook: 11%
-ExactTarget
57% of U.S. consumers prefer e-mail for written communication. texting: 24% social networks: 10% E-mail returns $43.62 for each $1 spent.
-ExactTarget & Direct Marketing Association
“What can we do for you?”
NOT
“Come see our exhibit at this conference!”
HUMANIZE
-Gary Vaynerchuk, W ineLibrary.com
Tools for Getting Started
Why an Online Tool? •Make sure you comply with CAN-SPAM •Database management •Automatic testing & reporting •Available from any computer
www.mailchimp.com
www.constantcontact.com
www.myemma.com
How do you assemble a mailing list?
Tips for Building Your Audience •Start with what you have. •Collect from your website. •Explain benefits of signing up. •Consider incentives. •Encourage sharing. •Manually sign-up at events, by phone. •Ask partners – but be careful.
E-mail Best Practices.
E-mail Best Practices •Automatic welcome e-mail. •Set expectations: frequency. •Simplicity in design
•Don’t rely on images alone. •Test your messages. •Design for small spaces. •Support your goal.
E-mail Best Practices •Personalize messages. •Be multi-channel. •Make subscribers feel special. •Benefit-oriented subject lines. •Action links! •Privacy policy •Mobile version •Consistency in from address
How Frequently Should You Send? •Depends on your audience. •Best tactic: survey, try, change •Once a week is pretty average •Don’t let them forget you… but don’t annoy them. •Be timely!
Who Should You Send To? •Donors. •Volunteers. •People You’re Helping. •Partners. •Businesses.
Calls to Action •Use e-mail to encourage action. •Integrate with website & social media. •Tailor landing pages for each campaign
Calls to Action •Consistency in design: promotes action. •Avoid being overly-promotional. •Monitor results and act on them.
•If open rates are low, look at subject. •If clicks are high but conversion is low…
Dustin Floyd
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 605 .722 .7111
Mobile: 605 .920 .1053
