Making money from email

Danielle Atkinson

21/02/2011

Who is Merlin?

International health charity

Founded in 1993 by three friends

Work in 14 countries around the world

2009: Where we were

Email list static at 2,500 names

Online income of £55,767

Sending 4 e-newsletters a year

Ad-hoc emails for emergencies

Average open rate of 14%

Average click through rate of 0.75%

2010: Where we went

Email list grown to 9,000 names

Online income of £272,345

Sending monthly e-newsletters

Ad-hoc emails for emergencies

Donor retention emails

Average open rate of 24%

Average click through rate of 6%

2011: Where we’re going Email list grown to 9,500 names

Online income target of £250,000

Sending monthly e-newsletters

Ad-hoc emails for emergencies

Donor retention emails

Latest open rate of 26%

Latest click through rate of 7%

Testing, testing, 1, 2, 3

Subject lines

Ask

Timing

Creative

Send times

What do our donors want?

To feel valued

To be shown the difference they make

To give money

To be thanked

To be engaged

How are we talking to them?

One to One

Personality

Making it about them, not us

Warm & credible

A trusted source of information

Christmas 2010

Most successful email of 2010

Not an emergency email

Subject line: Be a Merlin hero – make a donation

Open rate: 44%

Click through rate: 17%

Raised £42,890

Merlin top tips

Personalisation

Keep it simple

Keep it regular

Test

Monitor your results

Have an organisation wide email plan

Follow us on Twitter:@MerlinUK

Find out more about our work now:www.merlin.org.uk