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Email Marketing with eTapestry

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bbcon 2013
57
10/7/2013 #bbcon 1 Email Marketing with eTapestry PRESENTED BY LAUREN DALPEE
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Page 1: Email Marketing with eTapestry

10/7/2013 #bbcon 1

Email Marketing with eTapestry PRESENTED BY LAUREN DALPEE

Page 2: Email Marketing with eTapestry

10/7/2013 #bbcon 2

ABOUT TODAY'S SPEAKER…

Lauren Dalpee — eTapestry Product Marketing Manager, Blackbaud

oversees all product marketing efforts for eTapestry. Today she focuses on

delivering more value to the eTapestry offerings, understanding client needs

for product enhancement, and assessing future opportunities for growth.

Prior to joining the Blackbaud team, Lauren worked in marketing at the

American Red Cross, where she handled all fundraising, community outreach

and marketing efforts to increase and cultivate the donor base. There she

saw firsthand the impact that technology can have on nonprofit organizations

that are understaffed and stretched for time.

Today she is an advocate for tools that help nonprofits work smarter in order

to serve more with less, because every minute counts!

@LaurenDalpee [email protected]

Page 3: Email Marketing with eTapestry

10/7/2013 #bbcon 3

• Let’s Look at the Big Picture

- Email marketing best practices

• Bring it to Life in eTapestry

- specific examples of how to use eTapestry to cultivate donors and improve

marketing efforts

• Take it to the Next Level with Constant Contact® - tips and tricks to manage your Constant Contact account and its use with

eTapestry

AGENDA

Page 4: Email Marketing with eTapestry

10/7/2013 #bbcon 4

Email marketing is all about trust

Not a public channel like Twitter or Facebook

Constituent is signing up for your list as an agreement to enter a

relationship with you by way of their inbox

53% of donors leave due to

the nonprofit’s failure to

communicate

THE ROLE OF EMAIL MARKETING

Page 5: Email Marketing with eTapestry

10/7/2013 #bbcon 5

FIVE QUESTIONS FOR EMAIL MARKETING

What are YOU trying to do? 1

WHO are you trying to target? 2

HOW will you deliver your message? 4 WHAT message will help you get there? 3

Did it work? 5

Page 6: Email Marketing with eTapestry

10/7/2013 #bbcon 6

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

What are YOU trying to do?

Goals

Did it work?

Results

Page 7: Email Marketing with eTapestry

10/7/2013 #bbcon 7

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

What are YOU trying to do?

Goals

Did it work?

Results

1

Page 8: Email Marketing with eTapestry

10/7/2013 #bbcon 8

WHAT ARE YOU TRYING TO DO?

Do you want to…

• Increase exposure?

• Build relationships?

• Obtain donations?

• Drive attendance?

the answer to this question will guide your

answer to every other question

Page 9: Email Marketing with eTapestry

10/7/2013 #bbcon 9

• Take it one goal at a time

• Choose a goal that aligns with your mission

• Collaborate with other key department leaders

GOAL SETTING BEST PRACTICES

2012 top email marketing objectives for nonprofits:

1. keeping supporters informed (80%)

2. attracting and retaining donors (64%)

3. driving online donations (61%)

Page 10: Email Marketing with eTapestry

10/7/2013 #bbcon 10

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

What are YOU trying to do?

Goals

Did it work?

Results

2

Increase exposure

Build relationships

Obtain donations

Drive attendance

Page 11: Email Marketing with eTapestry

10/7/2013 #bbcon 11

WHO ARE YOU TRYING TO REACH?

Donors Volunteers Alumni

Prospects Lapsed Donors

Page 12: Email Marketing with eTapestry

10/7/2013 #bbcon 12

Goals: Primary Audiences:

• Increase Exposure

• Build Relationships

• Drive attendance

• Obtain donations

CONNECTING GOALS WITH AUDIENCE

Page 13: Email Marketing with eTapestry

10/7/2013 #bbcon 13

UNDERSTANDING YOUR AUDIENCE

• To connect with your audiences, you must

first understand them on a personal level.

• GOALS:

• What keeps them up at night?

• What are their passions and interests? What

are their dreams and goals?

• CHALLENGES:

• What are their primary goals in life?

• How are they trying to create a meaningful

life?

Page 14: Email Marketing with eTapestry

10/7/2013 #bbcon 14

Name Geography Age, Gender,

Income, Occupation

Level of Membership

Amount Last Donated

Program of Interest

Name of Event they Attended

How Long they’ve been a Supporter

WHAT DO YOU ALREADY KNOW ABOUT

YOUR AUDIENCE?

eTapestry Tip Query on the above fields to segment

your e-mail lists

Page 15: Email Marketing with eTapestry

10/7/2013 #bbcon 15

• Collecting email address, name and main interest will let you start sending

engaging communications

• Use sign up forms to gain personalization & segment potential supporters

• What supporter group do you best fit into?

– Volunteer, Donor, Board Member, etc

• How often would you like to receive communications?

• What are your topics of interest?

• Certain programs, services, locations?

• Provide existing subscribers an e-mail with a link to a survey to ensure

you continue to send them relevant content

HOW CAN YOU LEARN MORE ABOUT YOUR

AUDIENCE?

eTapestry Tip

Page 16: Email Marketing with eTapestry

10/7/2013 #bbcon 16

• Segment your audience based on what you know about them and

information you’ve collected from them

• Include personalization to show you have a relationship with them

SEGMENTATION FOR PERSONALIZATION

Personalized e-mails

increase response rates

by nearly 60%

eTapestry Tip

• Data Merge Fields allow e-mail to appear personalized.

• Use any field you want including: event they last

attended, city they live in, program of interest, etc.

• eTapestry can also pull and input pledged amount with due

date

Page 17: Email Marketing with eTapestry

10/7/2013 #bbcon 17

1. know your audience

2. base your content on

what you know

3. Send the email only to

the appropriate

audience who will be

interested in the topic

TARGETED EMAIL MARKETING = RESULTS

Use the setup screen to determine the specific

parameters around your email, including which

query to use, who will receive replies, and whether

you want the journal updated for each recipient.

eTapestry Tip

Page 18: Email Marketing with eTapestry

10/7/2013 #bbcon 18

USE QUERIES TO SEGMENT IN ETAPESTRY

1. Build a query in eTapestry based on your audience segment

2. Select query for

criteria before sending

out your e-mail in

eTapestry

Page 19: Email Marketing with eTapestry

10/7/2013 #bbcon 19

Once you understand your audience,

Give them what they want!

Page 20: Email Marketing with eTapestry

10/7/2013 #bbcon 20

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

Did it work?

Results

3

Donors

Volunteers

Alumni

Prospects

Lapsed Donors

Increase exposure

Build relationships

Obtain donations

Drive attendance

What are YOU trying to do?

Goals

Page 21: Email Marketing with eTapestry

10/7/2013 #bbcon 21

Types of Emails Most relevant for…

1. Informational

- News/service updates

- Research/Advocacy

- Facts & Tips

2. Relational

- Thank you communications

- Holiday communications

- Acknowledgements

3. Promotional

- Solicitations

- Annual appeal

- Event Invitations

WHAT MESSAGE WILL HELP US GET THERE?

Page 22: Email Marketing with eTapestry

10/7/2013 #bbcon 22

INFORMATIONAL EMAILS

• Goal:

- Increase exposure

• Content focus:

- Engagement and Education

- Non-promotional

• Benefits:

- Delivers knowledge

- Establishes trust and credibility

- Widens audience exposure through

forwards, shares, & referrals

• Frequency:

- Monthly/weekly

• Tactics:

- Use bullets, summarize information, be

concise

News/service updates

Research/Advocacy

Facts & Tips

Page 23: Email Marketing with eTapestry

10/7/2013 #bbcon 23

RELATIONAL EMAILS

• Goal:

- Build Relationships

• Content Focus:

- Experience & Announcements

• Benefits:

- Retention & Loyalty

• Frequency:

- Event-driven

• Tactics:

- Use content to build deeper

relationships

Thank you’s, Holiday

communications,

Acknowledgements,

Press Releases

eTapestry Tip Automate these so when a supporter gives, they

automatically receive a thank you

Page 24: Email Marketing with eTapestry

10/7/2013 #bbcon 24

PROMOTIONAL EMAILS

• Goal:

- Obtain donations

- Drive attendance

• Content Focus:

- Promotion & Call To Action

- Limit content

• Benefits:

- Acts as a vehicle for fundraising $

- 1 x 1 communication that enables the constituent to

give

• Frequency:

- Quarterly (depending on fundraising cycle)

• Tactics:

- Use content to invite click-through or other action

Solicitations, Annual

appeal, Event

Invitations

On average, 35% of online

revenue can be sourced to a

direct email appeal, with the

rest coming from other

sources, like directly pulling up

a website or peer referral.

Page 25: Email Marketing with eTapestry

10/7/2013 #bbcon 25

WHAT’S THE FIRST TYPE OF EMAIL A

NONPROFIT USUALLY SENDS?

Informational

58%

Relational

17%

Promotional

25%

Page 26: Email Marketing with eTapestry

10/7/2013 #bbcon 26

WHAT TO USE FOR WHICH

• Look & Feel

• Constant

Contact

• Segmentation

• eTapestry

• Segmentation

• eTapestry

Informational

Relational

Promotional

Page 27: Email Marketing with eTapestry

10/7/2013 #bbcon 27

Scenario #1

• Goal: obtain donations

• Audience: potential supporters

• Content:

1. Informational newsletter

- Why? Gets and keeps them

opening

- allows them to

understand/connect to your

cause

2. Promotional newsletter

• Result: Initial action

- donation/advocacy

ENGAGING CONTENT FOR PROSPECTS

Initial Action Doesn’t Give You The

Biggest Payoff

• Acquiring new supporters cost 10x more

than keeping existing ones

• It is 5x easier to win back a lapsed

supporter than to find a new one

• Loyal supporters generate referrals (aka:

they find your new donors for you!

BUT…

Page 28: Email Marketing with eTapestry

10/7/2013 #bbcon 28

Scenario #2

• Goal: retain donors

• Audience: current supporters

• Content: Informational

newsletter

• Keeps them connected

• Deepens their interest

• Result: REPEAT Action

- donation/advocacy

- Word-of-mouth referrals!

ENGAGING CONTENT FOR EXISTING

SUPPORTERS

Supporters want to be a part of your mission.

YOUR job is to make sure they feel connected.

• Supporters want information.

• Show them: HOW their money is being

spent

• Information helps supporters feel connected

• Show them: How YOUR cause relates

to THEM

• Information lets supporters see that their

donation is making an impact.

• Show them: What you’ve done to save

the world

Page 29: Email Marketing with eTapestry

10/7/2013 #bbcon 29

• Connect with your supporters by

using content from:

- Website links

- Blog posts

- Pictures

- Social media

• Benefits of links

- Easy to read

- Drive traffic to website

- Provides TRACKING

RECYCLE CONTENT BY USING LINKS

eTapestry Tip • Utilize Correspondence Templates to create mailings

• Easily build and send professional looking

communications using a built in HTML email editor.

Page 30: Email Marketing with eTapestry

10/7/2013 #bbcon 30

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

Did it work?

Results

4

Increase exposure

Build relationships

Obtain donations

Drive attendance

What are YOU trying to do?

Goals

Donors

Volunteers

Alumni

Prospects

Lapsed Donors

Informational

Promotional

Relational

Page 31: Email Marketing with eTapestry

10/7/2013 #bbcon 31

• Timing is Everything

• Make a Good First Impression

• Look Good Doing It

HOW WILL YOU DELIVER YOUR MESSAGE?

Page 32: Email Marketing with eTapestry

10/7/2013 #bbcon 32

Frequency

• Create a master schedule

• Include frequency in online sign-up

• Keep content concise and relevant

• Re-share content via social

Delivery • When is your audience most likely to read?

- Day of week (Tuesday & Wednesday)

- Time of day (10 am to 3 pm)

TIMING IS EVERYTHING

eTapestry Tip Test for timing by

• splitting up your segmented list into 3 parts

• Send same e-mail at different times and days

• Compare results

How often

should I send?

When should I

send?

Page 33: Email Marketing with eTapestry

10/7/2013 #bbcon 33

• Create a master schedule for your communication touches

FREQUENCY

eTapestry Tip • Add calendar items to your eTapestry calendar

• Use segmentation to ensure you aren’t over

communicating with certain groups

Promotional

Relational

Informational

Page 34: Email Marketing with eTapestry

10/7/2013 #bbcon 34

• To understand when emails should be sent, look for

trends in your Open Report

DELIVERY

eTapestry Tip Automate it! Take advantage of delivery scheduling

Page 35: Email Marketing with eTapestry

10/7/2013 #bbcon 35

• Most important components of your e-mail:

- What they see in their inbox

- What they see in their preview pane

- What they see in the campaign body

MAKE A GOOD FIRST IMPRESSION

Page 36: Email Marketing with eTapestry

10/7/2013 #bbcon 36

Inbox

• From (60%)

- Short, consistent & recognizable to

your audience

• Subject (30%)

- Short, simple, meaningful (5-8

words)

MAKE A GOOD FIRST IMPRESSION

Preview pane • 2 columns to minimize scrolling

• TOC for quick navigation

• Branding to pull readers in

Campaign body • Clean

Page 37: Email Marketing with eTapestry

10/7/2013 #bbcon 37

• Use “Hot Spots”

- Top left and right corners generally have

highest click rates

• Give the reader opportunities to get

more involved at the bottom

- Volunteer opportunities

- Programs

- Options to support

DESIGN THAT WORKS FOR YOU

Page 38: Email Marketing with eTapestry

10/7/2013 #bbcon 38

• Provide engaging content that supporters WANT to share

• Make it easy for them to share the information

- Forward links

- Share bar

- e-newsletter sign up

GO VIRAL

Page 39: Email Marketing with eTapestry

10/7/2013 #bbcon 39

GO VIRAL

eTapestry Tip

Social Media and Online Fundraising: Include direct links to

website, donation page, registration page, social media "share"

links, "forward to a friend" option, etc.

Page 40: Email Marketing with eTapestry

10/7/2013 #bbcon 40

• Include your e-newsletter signup link EVERYWHERE!

- Website

- Email signature

- Newsletter

- Social

- Event sign ups

• Use DIY Forms to promote sign ups on your website. Include:

- Logo/Brand

- Contact information

- E-mail confirmation

- “What type of info would you like to receive?”

• New e-mail addresses = new constituents in your eTapestry database!

- One e-mail address equates to $13.01 of $ raised.

MAKE SIGN UPS EASY

Page 41: Email Marketing with eTapestry

10/7/2013 #bbcon 41

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

Did it work?

Results

5

Increase exposure

Build relationships

Obtain donations

Drive attendance

What are YOU trying to do?

Goals

Donors

Volunteers

Alumni

Prospects

Lapsed Donors

Informational

Promotional

Relational

Timing

Wording

Aesthetics

Page 42: Email Marketing with eTapestry

10/7/2013 #bbcon 42

Look at metrics that MATTER.

1. Opens & Clicks

2. Click-throughs

3. Shared Links

4. Opt Out

Use these metrics to DRIVE your content strategy &

ensure you are targeting the right audience

DID IT WORK?

3 out of 4 nonprofits

track click-through

rates and open rates.

43% of nonprofits

evaluate email

performance once a

month.

Page 43: Email Marketing with eTapestry

10/7/2013 #bbcon 43

• Opens:

- Show effectiveness of your subject line/ from line

• Clicks:

- Shows overall interest of the topic

OPENS & CLICKS

Tracked Opens:

• The Tracked Opens section displays how many

times, and by how many recipients, the email

was opened.

• Click that link to view a report of those email

addresses and the date and time they opened

the email.

eTapestry Tip

Page 44: Email Marketing with eTapestry

10/7/2013 #bbcon 44

• Use click-throughs to see if the message CLICKS

- What are people connecting with and really interested in, and what aren’t they

interested in?

- Great to use for NEW audience segments that you don’t know a lot about yet

CLICK-THROUGH

eTapestry Tip

Hot Topic!

Click-through Stats • shows how many times each of the trackable links in your email have been clicked.

• "View All Click-through Clicks" link, to view a report of all recipients who clicked on those

links, and the date and time they clicked them.

• You can then save a Query of these e-mail addresses who share similar interests to use

in future campaigns

Page 45: Email Marketing with eTapestry

10/7/2013 #bbcon 45

• Tracks SUPPORTER ENGAGEMENT

• Insight into how social media sites are helping to get the word out

about your various fundraising strategies.

SOCIAL SHARES

Shared Links Report

• allows you to see which of

your emails have been

shared on which social

media outlets, and how

many times those shared

links were clicked on each

social media outlet.

eTapestry Tip

Page 46: Email Marketing with eTapestry

10/7/2013 #bbcon 46

OPT OUT

Opt Out Report

• view the email addresses that have opted out of receiving emails from

your organization.

• create a Custom Account Query of the accounts to be used in mass

updates.

• Warning: only remove the opt out designation on a constituent's

persona if they have expressly asked you to do so, or you may be in

violation of the federal CAN-SPAM act.

eTapestry Tip

Page 47: Email Marketing with eTapestry

10/7/2013 #bbcon 47

FIVE QUESTIONS FOR EMAIL MARKETING

Audience

WHO are you trying to target?

WHAT message will help you get there?

Content

HOW will you deliver your message?

Tactics

Did it work?

Results

Increase exposure

Build relationships

Obtain donations

Drive attendance

What are YOU trying to do?

Goals

Donors

Volunteers

Alumni

Prospects

Lapsed Donors

Informational

Promotional

Relational

Timing

Wording

Aesthetics

Open Rate

Click Through Rate

Opt Out Rate

Page 48: Email Marketing with eTapestry

10/7/2013 #bbcon 48

ETAPESTRY & CONSTANT CONTACT INTEGRATION

Page 49: Email Marketing with eTapestry

10/7/2013 #bbcon 49

Top Email Marketing Challenges for Nonprofits:

• Growing and retaining contacts

• Integrating email and other channels

• Integrating email with donor database & online fundraising

• Inadequate resources and expertise

eTapestry + Constant Contact =

Fundraising + Marketing

ALL IN ONE PLACE.

ETAPESTRY & CONSTANT CONTACT

Page 50: Email Marketing with eTapestry

10/7/2013 #bbcon 50

A Powerful Tool • One view of all constituents

- Integrate your Constant Contact account and your eTapestry database for a

360 degree view of your constituents

• Track organizational relationships

- Transfer email addresses from your eTapestry database to Constant Contact

to generate mailings

• Ensure contact information is accurate

• Avoid duplicate communications with email query transfers from eTapestry

to Constant Contact allowing you to

– Better maintain your constituent account

– Create segments in your eTapestry database while using Constant

Contact to send Communications

ETAPESTRY & CONSTANT CONTACT

Page 51: Email Marketing with eTapestry

10/7/2013 #bbcon 51

Advanced Mass Email

WHEN TO USE EACH SOLUTION

• Transactional emails

- Thank You’s

- Receipts

- Pledge reminders

• Personalized Emails

• Multiple security groups

• Attachments

Constant Contact Integration

• Marketing materials

• Non-personalized emails

• Spam Check

• Graphed reporting

Both Solutions

• Scheduling emails

• Reporting information

• (opens/click

throughs/bounces)

• Social Media Links

• Journal entries in eTap

• Preview & Test

Page 52: Email Marketing with eTapestry

10/7/2013 #bbcon 52

ETAPESTRY & CONSTANT CONTACT

Page 53: Email Marketing with eTapestry

10/7/2013 #bbcon 53

Compare eTapestry and Constant Contact databases to find e-mail

matches and avoid duplicate communications:

• What email addresses are in both eTapestry and Constant Contact. - MOVES MANAGEMENT: study those who received e-mail and gave

• What email addresses are only in eTapestry. - Export them into Constant Contact to ensure you have the correct information

• What email addresses are only in Constant Contact. - Identify new potential donors: organizations who haven’t donated yet

• What accounts in eTapestry do not have an email address saved in

any persona.

DATABASE COMPARISON

Page 54: Email Marketing with eTapestry

10/7/2013 #bbcon 54

TRANSFER E-MAIL ADDRESSES

Transfer email addresses from eTapestry into Constant Contact.

Page 55: Email Marketing with eTapestry

10/7/2013 #bbcon 55

TRANSFER E-MAILS

Page 56: Email Marketing with eTapestry

10/7/2013 #bbcon 56

QUESTIONS?

Page 57: Email Marketing with eTapestry

10/7/2013 #bbcon 57

This presentation was an adaption of the work of e-marketing nonprofit

thought leaders:

• Alec Stern, Founder of Constant Contact

• John Hayden, author of “Facebook Marketing for Dummies”

• Farra Trompeter, Big Duck

WORKS CITED


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