Email marketing has been the cornerstone of most online marketing and digital fundraising campaigns for the last 15 years. But email response rates are in decline. Here are 3 clear tactics that you can employ to improve your results from email.

1. Email Marketing Secrets

2. We’re on a mission
to give your donors a great online experience

3.  We love the Not-for-Profit sector
✔ We consult
✔ We educate
✔ We research

4. Delicious Digital
Email Marketing Secrets
Auckland 4 July, 2017

5. Nice to meet you
Shanelle Newton Clapham
Consultant with more than
12 years experience in
digital marketing & fundraising
Author: Attracting Donors Online

6. Imagine…
What you could achieve if
all your emails are opened . . . . .

7. What we’ll reveal
• How to get people to open your emails
• What email templates get the best results
• How to get people to give via email
• How to segment based on their behaviour
• Who in Fundraising is doing email well?

8. •
How to get people to
open your emails and click
How to get people to
open your emails and click

10. 1. Subject Lines
What to do
•3 words
•Be personal
{Firstname}
•Be timely and useful
•First Letter
Capitalisation
•Localise
* Mailchimp research
What to avoid
• Free
• Help *
• Reminder *
• Percent Off *
• All CAPS
• #!$

11. Subject: Shanelle, Why would anyone
want to hurt a koala?
Subject: Just six hours ✔✗

12. Subject: What my son left
behind
Subject: The media
has stopped
reporting on this✔
✔

13. 2. From name
• A person, not an organisation
• Someone with credibility
• Sign off/ Signature
Write in the first person
✔

14. ✔
✔
✔
✗

15. 3. Linking
• Logo link to Homepage
• 1st
line link
• Call to actions
• Linking underscored
(brand guidelines can
differ)
• PS with link
• Clickable images/ alt text

16. • Linking underscored
(brand guidelines can
differ)
• PS with link

17. • Logo link to Homepage
• Strong call to actions

18. •
What email templates get
the best results?
What email templates get
the best results?

19. Email templates & layout

20. P.S. Save the Fairy Possum
• Preview pane
• Get straight to the
point
• Minimal header
• Strong call to action
• P.S.
Solus eDMs

21. ✔
Subject:
We Won!
• Minimal header
• Get straight to the point
• Positive image
• Strong call to action
• P.S.

22. There is no right or wrong
(with newsletters)
✔ ✔
✔

23. • Make the supporter feel important
• Establish your brand & voice
• Be creative
• Sign off from a person
• Give them more value/
something more to do
✔Auto-Responders

24. ✗
• Make the supporter feel important
• Establish your brand & voice
• Be creative
• Sign off from a person
• Give them more value/
something more to do

25. How to get people
to give via email
How to get people
to give via email

27. Email giving
• Make it relevant to the
donor’s life
• Make sure ask fits
criteria for giving
• One clear ask – what it’s
for and why
• Dual button Call to Action(s)
• Focus on the one, not the
many (case study)
• Every link goes to same
destination URL.

28. It’s all in the landing page

29. No clear CTA on
landing page

30. How to segment
based on their behaviour
How to segment
based on their behaviour

31. Data & segmentation

32. Who in Fundraising
is doing email well?
Who in Fundraising
is doing email well?

37. Your email’s job is to get the donor
to click through:
- Send from a person
- Intriguing subject line
- Links tell a story
- Strong call to action.

38. Questions?