93
05/11/2022 Footer 1 EMERGING EMAIL TACTICS & TRENDS: WHERE TO FOCUS YOUR EFFORTS Mike Snusz Sr. Internet Marketing Consultant
04/10/2023 Footer 1
EMERGING EMAIL TACTICS & TRENDS: WHERE TO FOCUS YOUR EFFORTS
Mike SnuszSr. Internet Marketing Consultant
04/10/2023 Blackbaud Confidential 2
• 10 years working at or with nonprofits
• Email, fundraising & online strategy consulting
• Strategist for Guide Creative
• Blog: www.npENGAGE.com
• Twitter: @mikesnusz
• Based in D.C.
ABOUT ME
04/10/2023 Blackbaud Confidential 3
1. Mobile (including 10 ways to create mobile-friendly emails)
2. Email testing
3. Multi-channel integration
4. Triggered emails
5. Personalization
AGENDA: 5 EMERGING EMAIL TACTICS & TRENDS
04/10/2023 Blackbaud Confidential 4
E ME RGING T RE ND # 1 : MOBIL E
04/10/2023 Blackbaud Confidential 5
IN CASE YOU HAVEN’T HEARD..
•5 billion mobile users 5x more than PC-based
•More time spent on mobile apps than web last year
•Average person carries smartphone 23 hours per day.
Source: Yext Infograph
04/10/2023 Blackbaud Confidential 6
TIPPING POINT?
Knotice predicts: End of 2013!Knotice’s Mobile Email Opens Report: 1st Half of 2012
04/10/2023 Blackbaud Confidential 7
YOUR INBOX: A CLUTTERED, COMPETITIVE PLACEMOBILE DEVICE
04/10/2023 Blackbaud Confidential 8
MOBILE EMAIL OPENS BY TIME OF DAY
Source: Knotice’s Mobile Email Opens Report: 1st Half of 2011
04/10/2023 Blackbaud Confidential 9
MOBILE EMAIL CLICK-THROUGH BY TIME OF DAY
Source: Knotice’s Mobile Open Report: 1st Half 2011
04/10/2023 Blackbaud Confidential 10
CLICKS LACKING ON MOBILE DEVICES
Source: Knotice’s Mobile Open Report: 1st Half 2012
Education Retail Entertainment Associations0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop Open %
Mobile Opens %
Desktop Click %
Mobile Click %
04/10/2023 Blackbaud Confidential 11
EMAIL OPENS INCREASING, CLICKS DECREASING
Source: Epsilon and Email Experience Council “Q3 2012 Email Trends and Benchmarks,” June 20, 2012
04/10/2023 Blackbaud Confidential 12
READING EMAILS LATER?
98% of emails are only being opened on one type of device
Source: Knotice’s Mobile Email Opens Report: 1st Half of 2012
04/10/2023 Blackbaud Confidential 13
Images Blocked By Default:
Hotmail YahooGmail
Blackberry Android Default Android Gmail
Outlook 2003 Outlook 2007 Outlook for Mac 2011
Windows Live Hotmail Windows Mobile 7 AOL Webmail/Desktop
Images Not Blocked By Default:
iPhone/iPad Outlook Express Apple Mail Lotus Notes
Source: http://awe.sm/5y5lA
WHY ARE OPEN RATES INCREASING?
04/10/2023 Blackbaud Confidential 14
MOBILE DEVICES RESPONSIBLE FOR MOST OPENS?
Source: Knotice’s Mobile Email Opens Report: 2nd Half of 2012
04/10/2023 Blackbaud Confidential 15
FOCUS ON IMPROVING CLICKS
The largest difference between high and low
performing nonprofit email programs was in
email click-through rates*
*2010 eNonprofit Benchmarks Study, NTEN & M+R
04/10/2023 Blackbaud Confidential 16
E MAIL RE NDE RING ON M OBIL E DE V ICE S
04/10/2023 Blackbaud Confidential 17
EXAMPLE – DESKTOP RENDERING
04/10/2023 Blackbaud Confidential 18
IPHONE RENDERING
•Scales down email to fit in screen
•Initial text size controlled by width of email
04/10/2023 Blackbaud Confidential 19
ANDROID RENDERING•Cuts off right side of email •Inability to pinch/zoom on some devices
•Does not scale email to fit•About 320px width shows
04/10/2023 Blackbaud Confidential 20
ANDROID RENDERING
04/10/2023 Blackbaud Confidential 21
1 0 WAY S TO CRE AT E MOBIL E - F R IE NDLY E MAIL S
04/10/2023 Blackbaud Confidential 22
1. USE RESPONSIVE DESIGN
Desktop view
04/10/2023 Blackbaud Confidential 23
1. USE RESPONSIVE DESIGN: MEDIA QUERIES
iphone view
04/10/2023 Blackbaud Confidential 24
1. RESPONSIVE DESIGN: MEDIA QUERIES
iphone view
04/10/2023 Blackbaud Confidential 25
2. WIDTH
600 PIXELS
500 pixels
500 PIXELS
: 320PX – 550PX
04/10/2023 Blackbaud Confidential 26
3. TEXT SIZE
Apple minimum:13px
Apple can automatically resizes text under this
Android: 16-18px are medium-large text size
Headlines: 22px+
04/10/2023 Blackbaud Confidential 27
4. KNOW YOUR PREHEADER
04/10/2023 Blackbaud Confidential 28
5. SUBJECT LINE: UNDER 34 CHARACTERS
04/10/2023 Blackbaud Confidential 29
6. BUTTON SIZE
04/10/2023 Blackbaud Confidential 30
7. KEEP IT SIMPLE
04/10/2023 Blackbaud Confidential 31
8. LINKS
04/10/2023 Blackbaud Confidential 32
9. MOBILE-FRIENDLY LANDING PAGE
04/10/2023 Blackbaud Confidential 33
10. KEEP EMAIL SIZE UNDER 102KB
04/10/2023 Blackbaud Confidential 34
BONUS TIP: PREVIEW EMAIL RENDERING AT LITMUS.COM
04/10/2023 Blackbaud Confidential 35
MOBILE: WHERE TO FOCUS YOUR EFFORTS
1. Understand where you’re at
2. Simplify
3. Get ahead of the game by using media queries
04/10/2023 Blackbaud Confidential 36
E ME RGING T RE ND # 2 : E M AIL T E S T ING
04/10/2023 Blackbaud Confidential 37
WHICH SUBJECT LINE TEST WON?
Red Shoe Shindig Celebration of 30 Years Helping Families
vs.
Grab your Red Shoes and Join Us at Hangar 10 to Celebrate 30 Years!
Click-Through Rate 7% Higher
04/10/2023 Blackbaud Confidential 38
WHICH SUBJECT LINE TEST WON?
You Can Help the Next Generation of SVA Artists Today
vs.
Support the Talent
Open Rate 6% Higher
04/10/2023 Blackbaud Confidential 39
WHICH SUBJECT LINE TEST WON?
Sunbeam News - Adult Education Returns to Tamassee
vs.
Sunbeam News - Awards Date Announced
Open Rate 7% Higher
04/10/2023 Blackbaud Confidential 40
WHICH SUBJECT LINE TEST WON?
Make a Difference This Year! Join WVF
vs.
Invest in Yourself, Join WVF Today
Click-Through Rate 5% Higher
04/10/2023 Blackbaud Confidential 41
WHICH LINK WAS CLICKED MOST?
60%
20%
20%
0%
04/10/2023 Blackbaud Confidential 42
WHY TEST?
According to top email programs:
• 82% test and measure everything*
• Email testing is the most important value driver*
*2011 Gleanster survey on Email Marketing
04/10/2023 Blackbaud Confidential 43
MOST EFFECTIVE ELEMENTS TO TEST
1. Target audience
2. Landing page
3. Subject line
4. Call-to-action link
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
04/10/2023 Blackbaud Confidential 44
IDEAS FOR TESTING CALL TO ACTION
04/10/2023 Blackbaud Confidential 45
HOW TO TEST?
1. A/B or multi-variate?
2. Send 2 tests• Over 10,000 10%• Under 5,000 20%
3. Review test results and check statistical significance
eMarketingDynamics.com calculator
4. Send “winning” message
5. Repeat
04/10/2023 Blackbaud Confidential 46
RECORD TEST RESULTS
• Simple spreadsheet• Date• Audience/List• Variable tested• Open rate• Click-through rate• Conversion rate• Unsubscribe rate
04/10/2023 Blackbaud Confidential 47
TESTING: WHERE TO FOCUS YOUR EFFORTS
1. Subject lines
2. Call to action links
04/10/2023 Blackbaud Confidential 48
E ME RGING T RE ND # 3 : MULT I - CHANNE L
04/10/2023 Blackbaud Confidential 49
E MAIL P ROM OT E OT HE R CHANNE L S
04/10/2023 Blackbaud Confidential 50
MULTI-CHANNEL INTEGRATION
Which channels are most often integrated with email?
86% - Website
78% - Social media
50% - Events
45% - Blogs
33% - Direct mail
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
04/10/2023 Blackbaud Confidential 51
INTEGRATING EMAIL AND WEB PAGES
04/10/2023 Blackbaud Confidential 52
INTEGRATING SOCIAL MEDIA INTO EMAIL
04/10/2023 Blackbaud Confidential 53
INTEGRATING SOCIAL MEDIA/BLOGS INTO EMAIL
04/10/2023 Blackbaud Confidential 54
PROMOTING CHANNELS FROM EMAIL SIGNUPS
04/10/2023 Blackbaud Confidential 55
PROMOTING CHANNELS FROM EMAIL SIGNUPS
04/10/2023 Blackbaud Confidential 56
PROMOTING CHANNELS FROM EMAIL SIGNUPS
04/10/2023 Blackbaud Confidential 57
OT HE R CHANNE L S P ROM OT E E M AIL
04/10/2023 Blackbaud Confidential 58
TOP TACTICS TO GROW EMAIL LIST
• 75% - Website registration page
• 47% - Offline events
• 47% - Social media sharing buttons
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
04/10/2023 Blackbaud Confidential 59
EMAIL LIST GROWTH
Source: The Relevancy Group LLC Executive Survey 4/12
Most used & Most valuable channels
Website Social Sites
Paid Search
SMS Text Opt-in
0%
10%
20%
30%
40%
50%
60%
Use
Delivers most valuable sub-scribers
04/10/2023 Blackbaud Confidential 60
DRIVING EMAIL SIGNUPS FROM PINTEREST
04/10/2023 Blackbaud Confidential 61
PROMOTING EMAIL SIGNUP ON YOUR WEBSITE
04/10/2023 Blackbaud Confidential 62
PROMOTING EMAIL SIGNUP ON YOUR WEBSITE
04/10/2023 Blackbaud Confidential 63
AGAPE
04/10/2023 Blackbaud Confidential 64
GO PROUD
http://www.goproud.org/
*As Seen in the Inbox, Forrester Research, 2009
04/10/2023 Blackbaud Confidential 65
SHADOWBOX/POP-UP
04/10/2023 Blackbaud Confidential 66
EMAIL SIGNUP FROM SEARCH?
04/10/2023 Blackbaud Confidential 67
EMAIL INTEGRATED INTO SEARCH RESULTS?
04/10/2023 Blackbaud Confidential 68
MULTI-CHANNEL: WHERE TO FOCUS YOUR EFFORTS
1. Make email signup a priority on your website
2. Drive channel engagement from email
04/10/2023 Blackbaud Confidential 69
E ME RGING T RE ND # 4 :T R IGGE RE D E MAIL S
04/10/2023 Blackbaud Confidential 70
WHAT IS A TRIGGERED EMAIL?
An email, or series of emails, automatically sent in response
to a certain action
04/10/2023 Blackbaud Confidential 71
WHY SHOULD YOU CARE?
What is the most effective way to improve relevancy of email Messages?
1. Automatically send email based on triggers*
2. Send email campaigns based on behavior*
*Source: 2011 Marketing Sherpa Email Marketing Benchmark Report
Sending the right message to the right constituent at the right time can be almost impossible to
manually organize!
04/10/2023 Blackbaud Confidential 72
4X MORE OPENS AND 5X MORE CLICKS
Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing
4x MORE OPENS
5X MORE CLICKS
04/10/2023 Blackbaud Confidential 73
10X MORE REVENUE & 10X HIGHER TRANSACTION RATES
Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing
10x MORE REVENUE
10X HIGHER TRANSACTION
RATES
04/10/2023 Blackbaud Confidential 74
EMAIL #1: PERSONAL GREETING
Remind
Feel-Good
Thank
Website
Expecta-tions
Educate
Give
Share
04/10/2023 Blackbaud Confidential 75
EMAIL #2: WAYS TO GET INVOLVED
RemindFeel-Good
Give Monthly
Donate
Add Address
Events
Volunteer
04/10/2023 Blackbaud Confidential 76
TYPES OF TRIGGERED EMAIL SERIES
•Email signup welcome series
•Donation welcome series
•Event registration welcome series
•Community signup welcome series
•Membership purchase welcome series
•Membership expiring series
•Monthly donor credit card expiring series
04/10/2023 Blackbaud Confidential 77
KEY DETAILS
Involvement:•Time and effort to initially setup•Monitor ongoing results and adjust campaign •Coordinate with other emails
Benefits:•Deliver extremely targeted, timely, relevant messages•Automated!•Limited time commitment after setup
04/10/2023 Blackbaud Confidential 78
TRIGGERED EMAILS: WHERE TO FOCUS YOUR EFFORTS
1. Email subscriber welcome series
2. Donor welcome series
04/10/2023 Blackbaud Confidential 79
E ME RGING T RE ND # 5 : P E RS ONAL IZ AT ION
04/10/2023 Blackbaud Confidential 80
• Top tactic to deliver relevant and engaging content*
• Open rates increase 7% & click-through rates increase 80%**
• Click-through rates twice as high first 30 days***
*2011 MarketingSherpa Email Marketing Benchmark Survey
**MailerMailer 2010 Email Marketing Metrics Report
***MarketingSherpa "Email Marketing Benchmark Guide 2008”
*2009 eNonprofit Benchmarks Study, NTEN & M+R
**MailerMailer 2010 Email Marketing Metrics Report
WHY DOES PERSONALIZED CONTENT MATTER?
04/10/2023 Blackbaud Confidential 81
• Provide value
• Connection
• Without relevant content, risk:- Level of engagement- Level of attention- Decreased response- Weakened relationship
WHAT DOES PERSONALIZED CONTENT DO?
04/10/2023 Blackbaud Confidential 82
AMAZON
04/10/2023 Blackbaud Confidential 83
SPCA ERIE COUNTY
Campaign Emails Click-through rate
Email #1 1.68%
Email #2 1.98%
Email #3 (personalized) 3.50%
2010 participants
2009 participants
2008 participants
2007 participants
04/10/2023 Blackbaud Confidential 84
UDM ALUMNI NEWSLETTER
Audience Open rate
School of Architecture 23.5%
Engineering Grads 18.9%
Everyone Else 11.9%
School of Architecture
Engineering Grads
04/10/2023 Blackbaud Confidential 85
DELIVER RELEVANT CONTENT
04/10/2023 Blackbaud Confidential 86
DELIVER RELEVANT CONTENT
04/10/2023 Blackbaud Confidential 87
HIDDEN WAYS TO PERSONALIZE ANY EMAIL
Cultivate• Thank recent donors• Tell how donations were used• Thank recent event attendees• Thank recent volunteers
Provide value• Deliver relevant content• Reminders (membership, event reminders)
04/10/2023 Blackbaud Confidential 88
CULTIVATE: THANK DONORS & TELL HOW DONATIONS WERE USED
04/10/2023 Blackbaud Confidential 89
HIDDEN WAYS TO PERSONALIZE ANY EMAIL
Solicit• Match areas of interest to funding opportunities• Provide past gift info• Planned giving prospects
Data Integrity • Missing information• Verify information
04/10/2023 Blackbaud Confidential 90
www.3dayz.com/subscribe
PROVIDE VALUE: ASK FOR INTERESTS
d
04/10/2023 Blackbaud Confidential 91
PERSONALIZATION: WHERE TO FOCUS YOUR EFFORTS
1. Make it a priority to ask people what they’re interested in
2. For appeals, pick main audiences and connect with them
04/10/2023 Blackbaud Confidential 92
A F INAL W ORD ABOUT … CONT E NT
04/10/2023 Blackbaud Confidential 93
QUESTIONS?
3 Additional Resources:
1. npENGAGE.com
2. Blackbaud.com/Nonprofit-Events
3. GuideCreative.com/Blog
