EMAIL Marketing

Muhammad Sufyan

Anatomy
of
a Killer
Email

1
2
3

To: John Doe, Art College

From: Susan Curator, Square Gallery
Subject: Experience the Works of Manet

1. Targeted recipient
2. Recognizable Sender (better if
its from an actual person)
3. Clear and compelling subject
line (under 50 characters)
4. Branded email
5. Valuable content
6. Clear call-to-action
7. Company info & unsubscribe
links/email preference

Do people read my emails?

# of people who open your email

# of people who click on a

Click
Open
link
of people you sent
Rate = # of people you sent it to Through #
Rate = it to
# of emails that cant be delivered

# of emails that cant be deliv

Bounce Rate
Unsubscribe
# of people you sent it toRate =
=

# of people you sent it to

How do I get people to read my

emails?
1.Subject Line
Keep it short
Share whats inside

2.Relationship
What value have you
provided in the past?
How engaged are you?

Also consider:
Time & day
Weekday vs weekend?
Early morning, lunch, after
work, evening?

Volume of email
How much email do you
send?

List cleanup
Get rid of old subscribers
who arent engaged

EMAIL MARKETING
SYSTEMS

Whats an Email Marketing

System?
Email marketing systems are
web-based services that are
designed to send mass
emails:
Approved bulk mailers
Follow professional and
legal mailing practices
Provides listing hosting and
subscription management
User-friendly and typically
requires little to no
technical skill

But cant I just use Outlook/Hotmail/Gmail?

THIS IS
YOUR
NEWSLET
TER
SENT VIA
OUTLOOK

Your standard email account

(e.g., Outlook, Gmail, Hotmail,
Yahoo etc.) is not designed for
email marketing
No authentication = easily
get blacklisted or identified as
spam
Cant track clicks or opens
No automatic bounce removal
No control over unsubscribing
No personalization
Poor HTML

Choosing an Email Management System

Factors to Consider:
Ease of use
Availability of templates /
ability to create your own
templates
Pricing (Per email? Per
subscriber?)
Ability to segment your lists

Optimize Your Emails for

Mobile
48% of emails are
opened on mobile
devices (smartphone &
tablet)
If your email doesnt look
good, it will likely get
deleted or ignored
Use a pre-built
responsive template or
make your template
responsive

List Segmentation
1. Consider what information
you have about your
subscribers
Location (postal code)
Past performances attended
Past behaviour
(opened/clicked previous
emails)

2. Segment your list based

on the information
3. Customize your email for
each segment

Track website visits

1. Name the campaign and segment
2. Create URL Builder links for each combination of
campaign/segment
https://support.google.com/analytics/answer/1033867?
hl=en

3. Use URL Builder links for all links to your website

in the email
Note: some email management systems do this
automatically!

4. Check Google Analytics to see how many visits

came from each campaign

A/B Testing
1. Decide which to test & create 2
options
Subject line
From name
Email content design, call to action,
text

2. Send each option to a small

portion of your list
5-15%

3. See which is more successful &

send to the rest of your list!

The five Ws of Email

Marketing

1. Who should I email?

It might be tempting to answer this question with
Everyone on my list! But if you want to improve donor
retention and develop more meaningful donor
engagement, you have to deliver the right message to
the right person. When you create one message for your
entire email list, you will be irrelevant to the majority of
them.
Email marketing is one of the most effective channels
forcommunicating with different audiences.
Rather than sending one broad message to your entire
email list, you have the ability to segment your
audience into different email lists and create email
campaigns that are specific to them.

 Here are somesegment ideasto get you started

on your own list:
Blog subscribers who have never donated before
Re-engagement campaign speak directly to
those whove impacted your nonprofit in the past
Brand Awareness/ Community Engagement
Monthly recurring donors
Social media power users
Corporate sponsors
Volunteers

2.What should I email?

Itll be much easier to answer this question
once youve segmented your email list. Each
segment of donors or fundraisers should get
content tailored for them. This means that first
time donors might receive educational material
on your cause, while recurring donors get more
detailed impact reports.
Think about the message from your supporters
perspective. Given your relationship with an
organization, what kind of information or
appreciation would you expect from them?

3. Where should I send my

readers?
Of course you want your emails content to be
engaging to your readers, but they should also
receive clear direction as to what to do next.
If the email is only going out to your newsletter
subscribers, the main call-to-action (CTA) might
link out to a blog post.
On the other hand, if youre running a recurring
donations campaign, link out to the campaign
micro site orbranded donation form.
Make sure to connectwhatyoure emailing to
what readers find on the other side of the CTA.

4. When should I send email?

In some cases, the best day to send email is on the
weekend, while in others it might be a Monday or Tuesday.
As yourself who your audience is and what their primary
behaviors might be and start experimenting. By looking at
yourreports, youll eventually be able to determine what
days and times receive the best open and click-through
rates.
Note that the peak times for open rates can be different
than primetime for click-through rates. Therefore, you might
want to choose the send day and time based on the goal of
your email. For example, send an email with a CTA to
donate during the final push of your fundraising campaign
on the day and time youve observedhigher click through
rates.

5. Why should I send email?

This might be one of the most important
questions you ask yourself before sending
an email or starting a campaign.
Remember, the most effective marketers
reach the right people, at the right time,
with a relevant message. Create specific
goals, by segment, for your email
campaigns and the content you deliver to
supporters will be much more compelling.

 Here are some examples of how you

can use the five Ws in your email
marketing plan:

 Who?First time donors

What?An educational infographic that reminds
them how important their donation has been to
solving a problem in your cause sector.
Where?Send email recipients to a blog post or a
video that elaborates on the information in the
infographic.
When?Within a week of their donation.
Why?Demonstrate a donors value to your
mission and motivate them to reengage with
your organization.

 Who?Donors who have supported your organization

multiple times
What?An exclusive invite to be the first to join your
brand new recurring donors program.
Where?To youruniquerecurring donations program
page or form.
When?During the soft launch of a recurring
donations campaign or during your year-end
campaign.
Why?Make dedicated donors feel appreciated so
they become a pillar of sustained support for your
organization.

 Who?One-time donors
What?A celebratory thank-you message with a
soft ask to donate again
Where?Send them to a unique donation form
that speaks to this segment. Maybe the headline
of the form is, Congratulations! Youre about to
renew your impact!
When?On the one-year anniversary of their first
donation
Why?Increase donor retention through
celebration andpositive reinforcement.