Learning More from Email Analytics

93 billion marketing emails are sent every day. [THE RADICATI GROUP]

The struggle for INBOX ATTENTION is real.

Data from VentureBeat. Image from Campaign Monitor.

EMAIL DELIVERS THE BEST ROI

• 10 years of nonprofit communications, public relations, and marketing experience• Local, regional, national organizations• Health care, education, human services fields

Tanya Wheeler-BerlinerDirector of Marketing, Email on Acid@tanyawb #fallconf15

Who are you?• What is your role?

• What type of nonprofit are you at?

• How long have you been running email marketing campaigns?

• What software or service are you using?

What is your current email strategy?• What types of email are you

sending?• How often?• To whom?

What are the goals of your email marketing program?• Brand awareness

• Relationship building• Fundraising• Advocacy

1UNDERSTAND BEHAVIOR

LEARNING MORE FROM EMAIL ANALYTICSColorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

What email activity or behavior are you currently tracking?

Opens/unique opens

Clicks/unique clicksEngagement

Email client/deviceGeolocation

Click/heat mappingBounce rates

Unsubscribes/complaints

What are you learning or can you learn from each of these metrics?

Opens/unique opens

Clicks/unique clicksEngagement

Email client/deviceGeolocation

Click/heat mappingBounce rates

Unsubscribes/complaints

Don’t guess. Know. What metrics should you be paying more attention to?

2OPTIMIZE FUTURE CAMPAIGNS


36% of nonprofit organizations sendemail campaigns with competingcalls to action. [Online Marketing Scorecard]

What testing are you currently doing with your email campaigns?

WHAT CAN YOU A/B TEST? • Subject lines• Images• Call to action text, placement• Content placement, copy• Offer specifics• Layout• Colors

HOW TO TEST• Define goals• Establish baseline• Determine sample size• Send split• Analyze results• Send winner

Write a short outline for some easy A/B tests to run in your upcoming email campaigns.

3TRACK CONVERSIONS


What is your most important email metric?

The average return on investment for email marketing is $38 for every $1 spent. [Direct Marketing Association]

Click through rates

Conversions

Engagement

Return on investment

What happens after the click?

TRACKING CONVERSIONS• Google Analytics (FREE)

• Mixpanel

• Kissmetrics

What should your most important email metric be?

4CREATE TARGETED LISTS


64% of nonprofit organizations segment their email communications in some way. [Hubspot]

SEGMENTATION OPTIONS• Age (8%)

• Communication preferences (28%)

• Donation amount (36%)

• Donation type (26%)

• Duration of support (24%)

• Email activity (10%)

• Gender (3%)

• Income level (6%)

• Online or offline action history (30%)

SEGMENTATION EXAMPLES

SEGMENTATION EXAMPLES

Make a list of 3-5 different ways you can and should be segmenting your email list.

BONUSWHERE WE ARE HEADED


Personalized emails improve click through rates by 14% and conversion rates by 10%. [The Aberdeen Group]

DYNAMIC CONTENT TOOLS

DYNAMIC CONTENT

PREDICTIVE DYNAMIC CONTENT

PREDICTIVE DYNAMIC CONTENT

?QUESTIONS?

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