Transcription
The Right Message, The Right People,The Right Time –Making the Most of E-mail MarketingAllison Van Diest
Making the Most of Email MarketingBrought To You By .Presenter’s Name Page #2 2008 Blackbaud
Making the Most of Email MarketingFundraisingRelationshipp ManagementgWebsite / Internet SolutionsFinancial ManagementDirect MarketingProspect Research / AnalyticsEducation AdministrationTicketingPresenter’s Name Page #3 2008 Blackbaud
Making the Most of Email MarketingAgenda The Right Time Why Email? Why Now? And the best time is ? The Right People Know Your List – Grow Your List Segmentation The Right Message SPAMTestingEvaluating SuccessBuilding Great ContentPresenter’s Name Page #4 2008 Blackbaud
Making the Most of Email MarketingKey Facts and Figures 15% to 20% of all corporate email is marked as spam 19% is the average open-rate for nonprofit emails 4% isi theth average conversioni ratet forf nonprofitfit emailsil 40% of email clickthroughs are lost at the landing page 50% of people will open an email in the first 9 hours 75% of all email is spam 100% of you can get a copy of this presentationSources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, BlackbaudPresenter’s Name Page #5 2008 Blackbaud
Making the Most of Email MarketingWhy Email; Why Now? And If Now Then When, Exactly?THE RIGHT TIMEPresenter’s Name Page #6 2008 Blackbaud
Making the Most of Email MarketingThe Right TimeWhy Has Email Become So Important? People are busybusy theythey want tocommunicate/interact on theirown timeEmail is inexpensive or at least itseems that wayEmail providespro ides virtuallyirt all instant accessto friends and supportersEmail is a great equalizerEmail is measurablePresenter’s Name Page #7 2008 Blackbaud
Making the Most of Email MarketingTheTheNewRightDonorTimeThe New DonorToday’s Supporter Reads email before snail mail More comfortable online Busy satisfies interests on own scheduleBusy, Expects information to be personalized Expects immediate feedback Demands information on progress/stewardship Wants a way to shareexperiences with others onlinePresenter’s Name Page #8 2008 Blackbaud
Making the Most of Email MarketingThe Right TimeMillions of Messageso Averageg exposurepto advertisingg is5000-7000 images per day 25,000 new product introductionseach year!o Caller ID lets people choose whogets througho Average household gets 180pieces of mail per month Over 300 for affluent households!o Average household watches 7 hours of TV per day andspends 3.5 hours onlinePresenter’s Name Page #9 2008 Blackbaud
Making the Most of Email MarketingThe Marketis NoisyThe RightTimeo You must be relevant!o YouY mustt beb meaningful!i f l!o You must be personal!Presenter’s Name Page #10 2008 Blackbaud
The Right TimeMaking the Most of Email MarketingCommon Uses for Email E il shouldEmailh ld iinform,feducate,dt entertain,t t i or enablebl E il ffallsEmailll iinto threehmajorj categories:iTypeDirect MailEmailAcquisitionMailing a letter or post card appealSending an e-invitation to registerfor an eventCultivationMailing a printed copy of yourpAnnual ReportSending an eNewsletterAcknowledgementMailing a receipt oracknowledgement letterSending a confirmation emailafter registering for an eventPresenter’s Name Page #11 2008 Blackbaud
Making the Most of Email MarketingThe Right TimeTiming Isn’t Everything But What is the Best Day of the Week to Send Email? There is no magic formula so test, test, and ohyes, TEST!But the most popular days are Tuesday throughTh dThursdaySaturday is the lowest volume email day of theweekkSource: MarketingSherpaPresenter’s Name Page #12 2008 Blackbaud
Making the Most of Email MarketingIs There Anybody Out There? Just Nod If You Can Hear Me THE RIGHT PEOPLEPresenter’s Name Page #13 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleGetting Started Think about how email marketingfits in with your overall goalsDetermine high-level goals foremailDecide who to target and whenDo your homeworkGet permission (or at least understand what itmeans to have it))Start smallPresenter’s Name Page #14 2008 Blackbaud
Making the Most of Email MarketingKNOW YOUR LIST –GROW YOUR LISTPresenter’s Name Page #15 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleNo Email List? No Problem Whether yyou have some contacts or are startingg fromscratch, anyone can grow a strong email list The three most important factors in effective email listbuildingbud gaare:e Where and how you acquire the addresses How you welcome each new subscriber How you manage the relationship after the opt-inPresenter’s Name Page #16 2008 BlackbaudSource: EmailLabs
Making the Most of Email MarketingThe Right PeopleGrow Your List Online Feature an email sign-up formon each page of your site Make email a required field onall online forms and includean opt-in checkbox Encourageg subscriptionspthroughgtransactional emails Encourage readers to pass along yourmessage to friendsPresenter’s Name Page #17 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleGrow Your List Online Direct staff and other closesupporters (board, volunteers, etc.)to include subscriptionlinks in email signatures Use Search Engine Optimization/Marketing to increase traffic andsubscriptions Investigategalliances or ppartnershipsp with similar orcomplementary organizations to reach common supporters Advertise your newsletter/services/cause through a 3rdparty listPresenter’s Name Page #18 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #19The Right People 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #20The Right People 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleGrow Your List Offline Ask forf email addresses atevery touch point Instruct staff to capture emailaddresses over phone whenappropriatei t Include your website addresson allll printedi d materialsi l Offer an incentive to register (contest, raffle) tocollect emailsPresenter’s Name Page #21 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleGrow Your List Offline Offer “opt in” service to receivespecial offers or reminders via email Encourage subscription throughpostcards,t d letters,l ttandd otherthdirect mail communication((save on ppostage)g ) Promote your email/newsletter inarticles, press releases, publications, etc. Promote your email/newsletter in industry directories orwebsites Purchase an Email Append servicePresenter’s Name Page #22 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleKnow Your List Organize and track your email file Keep your list clean Let your supporters do the work Get and keep permission Opt In vs. Opt Out When including Opt In during registration Don’t ask for more information than you need (or will use).Don’t pre-check the box.Explain what they are subscribing to and link to your privacy policypolicy.Always provide confirmation of their subscription.Presenter’s Name Page #23 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleNow that I have permission Hook them early,y, and keepp themengaged over time Optimize the welcome message Send follow up message within aweek ((or less)) After a few months of active email, survey lists to see if youare meeting expectationsPresenter’s Name Page #24 2008 Blackbaud
Making the Most of Email MarketingSEGMENTATION,SEGMENTATION Presenter’s Name Page #25 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleWhy Segmentation is Important Segmentation breaks youraudience into manageable parts If the goal is building relationships,it helps to know who you are talking to Segmenting your list will lead to more targeted messages If you don’t segment, you are treating every one of yourrecipients like they are the exact same type of personPresenter’s Name Page #26 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleSegmentation Basics Most segments are based onthree key factors: Demographics and Lifestyle Preference and Opinion Behavior Segmentation is ongoing Be specificspecific thethe more specific your messagemessage, the greaterthe impactPresenter’s Name Page #27 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleUsing Segmentation to Improve Response Rates Build your segments based on who/what you know today When starting out, try to create a “BEST” segment (based on “best”offline segment). Others include: New/Prospective (introduce yourself, engage with prospectivesupporters) Current/HighCt/Hi h (could(ld alsol bbe “B“Best”;t” needd tto bbe thanked,th k d keptk thappy) Current/Middle (need to upgrade move up ladder) Lapsed (need to reengage or drop) When in doubt, segment your email list like you would fordirect mailPresenter’s Name Page #28 2008 Blackbaud
Making the Most of Email MarketingSPAM VS. SPAMPresenter’s Name Page #29 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleKnow the DifferenceSPAM – noun. A trademark of theHormel Foods Corporation used for acanned meat product consistingprimarily of chopped pork pressedinto a loaf.Spam – verb.Sb ToT sendd unsolicitedli it d orundesired bulk electronic mailmessages.Presenter’s Name Page #30 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleThe Spam Epidemico 75% of all email is Spamo 200 spammers comprise 80% of all Spamo 12.4 billion Spam emails are sent dailyo The average person receives 22,200200 Spam emails per yearo 16% of email address changes are due to Spamo 15% to 20% of corporate email is marked as SpamPresenter’s Name Page #31 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleIt’s the Law: CAN-SPAM 101o The CAN-SPAM Act of 2003 (15 U.S.C. 7701, et seq., Public Law No.108 187 was S108-187,S.877877 off ththe 108th CCongress)) was signedid iintot llaw iin 20032003.o CAN-SPAM stands for the “Controlling the Assault of Non-SolicitedPornography And Marketing Act of 2003”2003o CAN-SPAM permits e-mail marketers to send unsolicited commercial email as long as it contains all of these: an opt-out mechanism;a valid subject line and header (routing) information;the legitimate physical address of the mailer; anda label if the content is adult.o CAN-SPAM requiresqthe sender to stopp spammingpg opt-outspwithin 10 daysyPresenter’s Name Page #32 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleHow to be a Good Sender In your messages, always include: The purpose; why you are sending it to thereader A clear wayy to unsubscribe. Consider offering alternative ways to receiveemails, such as: Receiving newsletters monthly vs. weekly Change of address (home vs. business email) Sign up via RSS Link to your homepage Privacy policy Physical/street address of your organization Don’t get caught in honeypots, spamtraps, or tarpitsPresenter’s Name Page #33 2008 Blackbaud
Making the Most of Email MarketingShould we be taking notes? Is this stuff going to be on the test?THE RIGHT MESSAGEPresenter’s Name Page #34 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageIt’s All Been Done Before New and improved Limited time offer Buy now and you also get Your help is urgently needed ?Presenter’s Name Page #35 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageStart With A Strong Foundation What isgiven inexchangeforsupport? How do wereach outt people?tol ?Presenter’s Name Page #36 Where/howdo we letpeopleparticipate?ProductPlacePromotionPrice What do wewant frompeople?l ? 2008 Blackbaud
Making the Most of Email MarketingSTARTING ON THE RIGHTFOOTPresenter’s Name Page #37 2008 Blackbaud
Making the Most of Email MarketingThe Right PeopleTips for Your “From” Address Lines The "From" line should reflect an identifiable organizationalfigure – or best of all, your organizationAvoid numbers or symbols in the “From” line — they maytrigger spam filtersUse consistent “From” name and “Reply-To” addresses tobuild your sender reputationPresenter’s Name Page #38 2008 Blackbaud
Making the Most of Email MarketingHow Important is that Header? 80% of respondents decide whetherto click on the "Report Spam" or"Junk" button without openingpg theactual message 73% based that decision on the "From"From name 69% percent based the decision on the subject lineSource: 2007 Email Sender and Provider Coalition (ESPC) studyPresenter’s Name Page #39 2008 Blackbaud
Making the Most of Email MarketingWhatYouShouldDoTheRightPeopleSome Tips & Tricks For Subject Lineso Limit the subject line to 25-35 characters or risk it being cut offo AvoidA id usingi " "" ", "!" andd ALL CAPS iin ththe subjectbj t lilineo Some apparently innocent words can trigger Spam filters acceptance, accordingly, beneficiary, certified, dainty, deceased, degrees,deposit, diagnostics, dollars, dormant, and medication.o Some commonly used business words also have a highprobability of occurring in a spam email, including: Free, loan, maintained, medium, organization, percent, perpetual, sincerely,somebody, statements, transaction, urgent, verify, warehouse.Presenter’s Name Page #40 2008 Blackbaud
Making the Most of Email MarketingSubject Line “Do’s” Personalize whenever possibleMake it clear what is beingd lidelivereddColon Power: Use it to place the mostimportant key word firstRemember, “the best subjectjlines tell what isinside; the worst subject lines sell what isinside.”Presenter’s Name Page #41 2008 Blackbaud
Making the Most of Email MarketingPOP QUIZ!Presenter’s Name Page #42 2008 Blackbaud
Making the Most of Email MarketingCALL TO ACTIONCALL-TO-ACTIONPresenter’s Name Page #43 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageCreating a Compelling Call-to-Action In most cases,cases the whole point of sending an emailis to inspire action Your call-to-actioncall to action should compel your readers todo something Gi readersGiveda sense off excitementitt andd urgency Use specific, action-oriented language Say it early and repeat oftenPresenter’s Name Page #44 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #45 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #46 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #47 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #48 2008 Blackbaud
Making the Most of Email MarketingUse Landing Pages to Increase Conversions So I got them to click nowclick now what?Landing pages are a natural extension of email,regardless of messageThe goal of most landing pages is to persuade avisitor to completepa transactionLanding page effectiveness is measured byconversion rateYou should test landing page elements like youwould test email or direct mailPresenter’s Name Page #49 2008 Blackbaud
Making the Most of Email MarketingUse Landing Pages to Increase Conversions Keeps email content more conciseLets visitors learn more before they are asked totake actionEasier to track series of “actions” taken by reader(and when they drop out)Creates a consistent message and “level playingfield” for all marketingg vehiclesPresenter’s Name Page #50 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #51 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #52 2008 Blackbaud
Making the Most of Email MarketingPOP QUIZ!Presenter’s Name Page #53 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #54 2008 Blackbaud
Making the Most of Email MarketingPresenter’s Name Page #55 2008 Blackbaud
Making the Most of Email MarketingCONTENT AND DESIGNPresenter’s Name Page #56 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Content Basics Think about your audience Keep content short and to the point U bUsebulletedll t d lilistst ffor iimprovedd scan-abilitybilit Use stories to engage readers Demonstrate a clear purpose and a clear call toaction Use statistics, testimonials, case studies, and expertopinionspto supportpp yyour ppointPresenter’s Name Page #57 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageProven Email Copywriting Ideas The Topp 10 list The research subject line The “news” The future The interview The quiz The personal messagePresenter’s Name Page #58*Excerpts from the article, “Ten E-mail Starters to Break Writer's Block” by Karen Gedney, April 2007 2008 Blackbaud
Making the Most of Email MarketingCapitalize on Current EventsInstead of competing forreader’s attention, tryi tintegratingti currentt newsand events into yourmessages to capturegreater interest.g News Current Events Holidays/Seasonal Industry Studies National/RegionalStatistics(Census, Graduation Rates,Employmentp yRates, etc.))Presenter’s Name Page #59 2008 Blackbaud
Making the Most of Email MarketingEmail Copy: Worth the InvestmentStill havingh i troublet bl writingiti effectiveff ti emailil content?t t? Reuse and recycley Use 3rd party content Hire a professional email copywriter #1 Rule - Don’t skimp on email copyPresenter’s Name Page #60 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageTime to Design? Things to Keep in Mind Design for the preview pane of email applicationsOne giant image is not a good ideaNever put important information (or the call to action) in animageAvoid large blocks of text — use headlines for increased“scan-ability”scan abilityProvide a link to a web-based version of your email (at thetop)Align content to the left to accommodate narrow previewpanesTest your HTML emails in multiple browsers before sendingPresenter’s Name Page #61 2008 Blackbaud
Making the Most of Email MarketingThink About the Preview Pane 65% of users utilize a preview pane 84% of 18 -34 year olds 68% of 36 -54 year olds 58% of 55 and older 2008 BlackbaudPresenter’s Name Page #62Source: Spectrobrain
Making the Most of Email MarketingPOP QUIZ!Presenter’s Name Page #63 2008 Blackbaud
Making the Most of Email MarketingApple iPhone – One Large ImagePresenter’s Name Page #64 2008 Blackbaud
Making the Most of Email MarketingDesigning the email (html)Designing for Mobile Devices Mobile readers are more likelyy toscan your email rather than readingInclude compelling call to action inthe first 15-25 characters of yoursubject lineAvoid “top heavy” images in thedesignU ““alt-tags”Uselt t” on imagesiIn addition to testing email browsers,t t messages intesti handheldh dh ld ddevicesiPresenter’s Name Page #65 2008 Blackbaud
Making the Most of Email MarketingEncouraging Mobile Readers Reading on the road will markmessage as “read” in their inbox;ask reader to “flag”flag message forlater review. You may want to eventually offerseparate subscription/preference formobile delivery and provide ashorter, text-onlytext only version.Presenter’s Name Page #66 2008 Blackbaud
Making the Most of Email MarketingTEST, TEST AND OH YES,TEST!Presenter’s Name Page #67 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Testing Testingg makes yyou smarter over time Testing can help keep you out ofspam filters Testing ensures you get the most “bangbang for your buck”buck(or at least the most predictable response) Testing allows you to develop a “proven package” onlinebefore spending offlinePresenter’s Name Page #68 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageGetting Started Determine which elements you want to testDetermine which segments you want to testDetermine how large your sample size will be (#vs. % of list)Determine how you will keep track of results overtimeDetermine method of testing you want to usePresenter’s Name Page #69 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageWhat to Test Metrics Open rates Clickthroughs Conversion Elements Header Messageg TimingSource: Email Marketing by the NUM8ERSPresenter’s Name Page #70 2008 Blackbaud
Making the Most of Email MarketingMethods of Testing – A/B Testing Testing one variable at a timeagainst another sample (all othervariables should stay the same).Identifies which single variable ismost effective in increasing response.Ideas for testing: With price vs. without priceBenefit A vs. benefit BWith incentive vs. without incentive10% discount vs. 15% discountLong copy vs. short copyBlue vs. red as main colorPresenter’s Name Page #71 2008 Blackbaud
Making the Most of Email MarketingMethods of Testing – Multivariate Testing Testing multiple variables withinthe emailSometimes easier when startingout so you can get a better ideaof overall direction; refine with A/B testing.Ideas for testing: Different call-to-action (name, description, timing), same creative Different incentive, discount, and call to action, but keep the creativet ttreatmentst theth same. Instead of just tweaking the color, develop a completely new creativetreatment, with the same product/offer.Source: ClickZ.comPresenter’s Name Page #72 2008 Blackbaud
Making the Most of Email MarketingWe Have A Winner! Be sure to send all email at thesame timeM k clearMakelnotes aboutbwhath you're'testing and which group is gettingthe “control"control versionWait at least 48 hours before declaring a winnerMake sure test groups are of significant quantityThe more you test, the more you'll learn – be sureto use what you learn!Presenter’s Name Page #73 2008 Blackbaud
Making the Most of Email MarketingMEASURING SUCCESS ANDEXCESSPresenter’s Name Page #74 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageHow Long Does it Take to Measure Results? 50% of people will open an email inthe first 9 hours 75% of people will open an email inthe first 28 hours The remaining 25% may take several days The average email campaign has its peak open rate in14 daysSource: MarketingSherpaPresenter’s Name Page #75 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics Deliverability Open Rate Clickthrough Rate Unsubscribe Rate Conversion RateSource: ReturnPathPresenter’s Name Page #76 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Deliverability Deliverability measuresthe % emails successfullydelivered or not This is an inexact numberas not all ISPs reportdelivered emailSource: ReturnPathPresenter’s Name Page #77 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Open Rate Open Rate measures the % ofopened emails that were deliveredOpenp Rate can onlyy be tracked onHTML-based emailsPreview Panes can providepfalse-positive open ratesRoughly 50% of all email recipientscan’t properly handle tracking imagesThe average open rate for known recipients is 19%.Source: ReturnPathPresenter’s Name Page #78 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Clickthroughs CTR measures the % of linksclicked by unique individualsin an emailBe sure to look at both uniqueand per-individual CTRs inyour metricsCTRs are highly dependent onth qualitythelit off ththe emailil segmentation,t ticontent,t t andddesignPresenter’s Name Page #79 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Unsubscribes Unsubscribe Rate measures %of opt-outs from the emailRemember to be CAN-SPAMcompliant you must allow foropt-outsAllow people to remove themselvesfrom certain email lists as well as allcommunicationi tiPresenter’s Name Page #80 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Conversion Rate Conversion Rate measures %of clickthroughs that resultedin an actionActions could be making adonation, registering for anevent, taking a survey,renewing a membership, orsome otherth trackablet k bl actiontiConversion Rate is the ultimate measure of thesuccess of an email campaignPresenter’s Name Page #81 2008 Blackbaud
Making the Most of Email MarketingThe Right MessageEmail Metrics – Conversion RateDeliverabilityRateOpenp RateClickthroughR tRatePresenter’s Name Page #82ConversionRateUnsubscribes 2008 Blackbaud
The Right MessageMaking the Most of Email MarketingThe Metrics that Matter(# Sent – Bounced) Deliverability Open Rate Cli kthClickthroughhRRatet Unsubscribe Rate Conversion Rate # Sent# Unique Opens(Sent – Bounced)# Unique Clicks(Sent – Bounced)# Unsubscribes(Sent – Bounced)# Actions Completed(Sent – Bounced)or# Actions CompletedUnique Responders (Clicks)Source: Email Marketing by the NUM8ERSPresenter’s Name Page #83 2008 Blackbaud
Making the Most of Email MarketingWHERE DO WE GO FROMHERE?Presenter’s Name Page #84 2008 Blackbaud
Making the Most of Email MarketingFive ThingsYou Can DoTomorrowPresenter’s Name Page #85 2008 Blackbaud
Making the Most of Email MarketingRight NowFive Things You Can Do TomorrowAudit one of your emails for the four Ps. Is your value proposition clear? How about Place and Price? (If youwant someone to do something, youneed these!)Presenter’s Name Page #86 2008 Blackbaud
Making the Most of Email MarketingRight NowFive Things You Can Do TomorrowPlan a single item to test in yournextt email.il (Hint: The subject line is easy andsometimestihash ddramaticti results!)lt !)Presenter’s Name Page #87 2008 Blackbaud
Making the Most of Email MarketingRight NowFive Things You Can Do TomorrowRun your next (or last) email through afree spam audit likespamcheck.sitesell.com(bonus: Check your next (or last) email in adifferent browser.)Presenter’s Name Page #88 2008 Blackbaud
Making the Most of Email MarketingRight NowFive Things You Can Do TomorrowWrite (or rewrite) your welcome email. Does it offer something or motivatea next action?Presenter’s Name Page #89 2008 Blackbaud
Making the Most of Email MarketingRight NowFive Things You Can Do TomorrowCreate a new segment to test in yournext campaigncampaign. Try a completely unique message topeople who have given their emailaddress but never taken actionaction.Presenter’s Name Page #90 2008 Blackbaud
Making the Most of Email MarketingQuestions?Presenter’s Name Page #91 2008 Blackbaud
Thank you!If you have questions or comments later,please let me know!Phone: 843-654-3262Email: allison.vandiest@blackbaud.com
Making the Most of Email Marketing 15% to 20% of all corporate email is marked as spam Key Facts and Figures 19% is the average open-rate for nonprofit emails 4% i th i t f fit il4% is the average conversion rate for nonprofit emails 40% of email clickthroughs are lost at the landing page 50% of people will open an em
