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This presentation includes research and data from the 2011 eNonprofits Benchmarks Study from NTEN and M+R Strategic Services. Learn more at http://www.e-benchmarksstudy.com/It was presented by Amy Sample Ward at the May 2011 PRSA Nebraska luncheon.
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Email Campaigns: Know Your Audience
and Get Results
AMY SAMPLE WARD
AGENDA
Data Subject Content Ask Confirmation
} Strategy Testing
2010 eNONPROFIT BENCHMARKS
Download the
report & more
for free at:
http://www.e-benchmarksstudy.com
DATA
DATA
Messages Sent Messages Delivered Hard & Soft Bounces Unsubscribes Messages Opened Click-Throughs
Email Rates
LIST CHURN
OPEN RATES
OPEN RATES
UNSUBSCRIBE RATES
UNSUBSCRIBE RATES
SUBJECTS
SUBJECT LINES
Defenders of Wildlife: Headline: Congress Greenlights Wolf
Slaughter (best) Cryptic: Wolf Slaughter (better) Generic: Take Action to Stop the Wolf
Slaughter
CONTENT
STRUCTURE
ASKS
MESSAGE TYPE
Fundraising Advocacy Updates / Newsletter
EMAIL FUNDRAISING RESPONSE RATE
EMAIL FUNDRAISING RESPONSE RATE
EMAIL ADVOCACY RESPONSE RATE
EMAIL ADVOCACY RESPONSE RATE
CLICKTHROUGH RATE
CLICKTHROUGH RATE
NEWSLETTER CLICKTHROUGH RATE
NEWSLETTER CLICKTHROUGH RATE
CONFIRMATION
THANK YOU + ACTION
THANK YOU + ACTION
HOW TO GET STARTED
LIST
Short sign-up forms Sign-up from anywhere Create context for sign-ups Provide options for more
SEGMENT
Super Advocates Events Action Source Offline and Direct Mail
TEST
From field Subject line Templates Pictures Content
EXAMPLES
CAMPAIGN
Target by audience/segment Additional messages for those who
don’t open, don’t click Incorporate offers or exclusive deals Change up the content Make it personal
WHAT’S NEXT?
COMING TRENDS
Automated Campaigns Mobile Social Media Integration
RESOURCES
http://www.e-benchmarksstudy.com http://www.nten.org/research/it_staffing_2010 http://www.nten.org/research/2011-nonprofit-social-networki
ng-benchmark-report
http://www.idealware.org/articles/email_metrics.php http://www.nten.org/events/webinar/2011/02/10/beyond-tac
tics-and-techniques-email-list-management-strategy
http://www.nten.org/blog/2010/10/15/howto-manage-your-email-campaigns-and-be-good-guest
http://www.nten.org/blog/2010/06/24/howto-use-google-analytics-track-your-online-marketing-campaigns
NTEN.ORG NONPROFIT TECHNOLOGY NETWORK
Webinars Online Groups Reports & Research Technology Leadership Academy Nonprofit Technology Conference –
San Francisco, April 3-5
