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Email marketing best practices for nonprofits by Jon Burgess of RedFusion Media. This is a 101 presentation to help organizations communicate effectively and in an engaging way using email. Includes: ICANN, unsubscribe, list management, follower growth and more.
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Email 101 for Nonprofits
Jon Burgess, MBA
Jon Burgess• RedFusion Media, Digital Consultant• American Advertising Federation, Board of
Directors• University of Redlands, Internet Marketing &
Social Media Adjunct Professor
www.linkedin.com/in/jonburgesswww.twitter.com/jonburgess
Email Basics• Email is cost effective• Nonprofits should use email to nurture
http://e-benchmarksstudy.com
ICANN Basics• Respect your subscribers’ privacy so they will
stay Active. • State that you will never sell their information or
give their information to a third party. • You must also honor their request to be removed
from your list.• CAN-SPAM law
DO NOT• Send an email to 10+ (Carbon or Blind Copy)• Send emails to people who do not want them• Buy Lists• Send more than twice a month
1. Lists2. Set Expectations3. Goal Setting4. Who is Sending5. Subject Line6. Email Body7. Personalize8. Signature9. Proof and Test10. Send and Review Statistics
10 Steps
Step 1: Lists• Step 1: Optimize for
Deliverability• Good lists. Segment
if possible• Add a “Signup” to
your website.
Step 2: Set Expectations
• Why they should subscribe • How many emails will they receive • When they will receive the emails • What the emails will be about • What address and brand/person are the emails
being sent from• How will you care for your list• Who in your office is responsible
Step 3: Goal Setting• Why are you communicating?• What are you asking for?
Examples:o Alert customers of a new feature or product and see how
many customers adopt it o Announce an upcoming event and measure how many
people register for it o Send an email to get people to subscribe to your blog
and measure how many subscribedo Make donors aware of your social media pages, grow
followers
Step 4: Who is Sending
Email Address & From Name• Corporate email account (
[email protected])• Personal Names (Jon Burgess) work best• Secondary Name of “RedFusion Media”
Step 5: Subject Line• Call to action so the recipient knows what action
they need to take and why.• Simpler is better• Short and to the point
Step 6: Email Body• Compelling information• Most people read email in less than 10 seconds• Use bullets to break up content• Include links to Call to Action• Plain text, do not use exotic fonts• Images, use just a couple• Keep it clean and simple
Step 7: Personalize• Most systems
allow you to personalize the email
• Include First Name
Step 8: Signature• Add a signature at the bottom• Keep it personal, from a real person• Personalize if your relationships, like salesmen
are connected to specific people• Place all of your organizations contact information
in the footer• Add in your social media links• Include and “Unsubscribe”
Footer Example
Step 9: Proof & Test• Make sure you proof your work• Make sure another person proofs your work• Send a test message to you and a few colleagues• Check all images, check all links
Step 10: Send & Review
• Select your lists.• Hit send.
• Watch for results, look to respond to questions or comments
• Review and measure your Sent, Open, Clicks
Email Tools• Mail Chimp• Constant Contact• Vertical Response• iContact• GetResponse• HubSpot• Infusionsoft• http://e-benchmarksstudy.com