The Truth about Email Marketing

A no-nonsense guide to effective email marketing for charities and businesses.

Transcript

1. www.reasondigital.com @reasondigital Reason Digital Rajesh Joshi Head of Client Services @JoshFromReason josh@reasondigital.com The truth about Email Marketing
2. www.reasondigital.com @reasondigital Image heading We’re Reason Digital – a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good. Who we are We’re Reason Digital – a social enterprise that uses digital to make a difference. This is why we only work on projects that do social good.
3. www.reasondigital.com @reasondigital Some of our clients
4. Our Work
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9. www.reasondigital.com @reasondigital reasondigital.com /books/fundraising/
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11. Who’s in the room?
12. www.reasondigital.com @reasondigital 29% of online revenue was accounted for by email giving in 2015.
13. www.reasondigital.com @reasondigital ~$40 for every 1,000 recipients …and it’s growing, up 25% in 2015. fundraising by email yields
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15. Let’s be honest.
16. www.reasondigital.com @reasondigital What does the charity want me to push out? What are the three latest news items? What isn’t getting any interest? What does the CEO want to say?
17. www.reasondigital.com @reasondigital Who? to send to Why? is this interesting to anyone What? do we want to achieve When? to send it
18. www.reasondigital.com @reasondigital Think about your audience
19. www.reasondigital.com @reasondigital 72% of millennials prefer to give online and say they are most inspired to give by social media.
20. www.reasondigital.com @reasondigital 66% of Gen X prefer to give online and say they are most often inspired by email.
21. www.reasondigital.com @reasondigital 54% of Baby Boomers prefer to give online and also say they are most inspired by email.
22. www.reasondigital.com @reasondigital Silent Generation were not reached by the study, but other studies show they are most likely to give in response to direct mail.
23. Perfect your subject line
24. www.reasondigital.com @reasondigital 64% of people say they open an email just because of the subject line.
25. www.reasondigital.com @reasondigital Oxfam One Minute. One Action. A Million Voices - updates.oxfam.or/c/1v8TJGH 11:30 am Example Foundation Example Foundation weekly newsletter March 2016 - To view this email i 10:30 am MCC Council Payment Receipt - Thank you for your recent payment. This is an automate 10:30 am easyJet 20 New routes for you to choose from - at bargin prices - Discover 20 new r Apr 16 Inbox
26. www.reasondigital.com @reasondigital Inbox
27. www.reasondigital.com @reasondigital Try adding ‘you’ Showcase the value right away Try something seasonal or topical Add a sense of urgency Make them feel something Try social proof Add personality, fun or curiosity Don’t call it a newsletter Don’t be too clever - be descriptive
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29. Open rate isn’t the end game, we want clicks. Have a clear, single
 Call to Action
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38. Make it work on mobile
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42. Personalise and Segment
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44. www.reasondigital.com @reasondigital Supporters mailing list Commissioners mailing list
45. www.reasondigital.com @reasondigital Audience group By interest By engagement Segment by..
46. Experiment, Measure, Repeat.
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50. Build a relationship with your email subscribers
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52. Grow your list
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54. Get other people to do it
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57. Recap
58. www.reasondigital.com @reasondigital Write concise, friendly copy in your readers words. Show them something interesting or useful. Consider what you want, who it’s for, why it would interest them and when is the best time to send. Don’t automatically stuff everything into a “newsletter” unless it’s the best tool for the job. Don’t send everything to everyone and hope they read the right thing. Segment your lists. Be action focused by using active language and including clear calls to action.
59. www.reasondigital.com @reasondigital Thanks! Rajesh Joshi Head of Client Services @JoshFromReason josh@reasondigital.com
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