5 Easy Ways To Win With Email
The title is deceptive … there's nothing easy about consistently successful email marketing.
Here is an excellent presentation on best practices in email marketing, from Barry Stamos of Responsys.
Whatever the scope and sophistication of your email fundraising and communications program, you will find something to improve your game here.
Five areas are covered, with lots of sub-topics and resources:
1. Grow your opt-in email database.
2. Get relevant via segmentation.
3. Maximize email deliverability.
4. Optimize preview pane experiences. (Note: a growing 6% of email recipients are now reading and sending emails from a mobile device).
5. Sustain daily testing. (Hint: start with subject lines.)
Within these broad areas are scores of practical and specific tips … useful today. Aimed at corporate marketers, but all pertinent to nonprofits.
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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