Master These Email Marketing Strategies For Fundraising Success
In this link roundup, we’re looking at email marketing strategies for year-end fundraising success!
As nonprofits prepare for the giving season one tactic in every marketer’s toolkit is undoubtedly email marketing and it’s easy to see why.
The average one-time email gift is $87!
While this sounds great, the real question becomes:
Are you doing everything you can to maximize your investment into email marketing?
How many email platforms do you use?
It sounds like a silly question, but 46% of marketers say they use more than one email service provider (ESP).
Cost is one factor, but let’s be honest, paying $50.00 per month isn’t going to make or break anyone’s budget.
In fact, Mailchimp’s free plan let’s you send 12,000 emails per month for up to 2,000 subscribers.
The real case for multiple ESPs is that it provides a different IP address, which can prevent your emails from being marked as spam.
This is important because spam filters are responsible for an average loss of $15,000 per year, according to the Nonprofit Email Deliverability Study.
A word of caution if you go down this path:
It may be near impossible to measure and report on progress between cross platforms.
However, if you notice deliverability or response rates have declined but your email list is growing, it may be worth taking a look at other providers.
When marketers discuss the impact of email marketing we often see the investment to ROI statistic.
That’s to say for every $1.00 spent on email marketing nonprofits see an average return of $44.00.
It’s one of the easiest and most direct ways to measure digital investments.
In fact, we found a simple email marketing ROI calculator that does just that.All you have to do is plug in the relevant information and it will break down the effectiveness of your campaigns.
But what about engagement from your audience?
Or how about measuring the impact of brand awareness?
I’ll admit these are difficult to accurately measure but they are more influential than click throughs and open rates.
When you’re planning your fundraising strategies, consider how your emails channels may be affecting offline campaigns.
Planning is key to a successful marketing campaign.
Equally important is the need for your strategies and tactics to build off each other through a clear and consistent message across channels.
But where do you start?
Razoo answers this question by offering a step-by-step guide to fall fundraising.
When it comes to planning your email marketing strategies, data is your friend.
Take a look at the past 12 months of your most successful campaigns and then compare them against emails sent in previous years during the fall months.
Do you notice a pattern? Is your audience most receptive to certain headlines or promotional offers?
At the end of the day marketing is all trial and error, testing and comparing.
Find what works for you and then double down on that investment.
Need a refresher on email marketing statistics?
MarketingProfs has got you covered with their email marketing cheat sheet!
They’ve collected the latest industry data and pulled it together in this easy-to-digest infographic.
Whether you’re a seasoned email pro or trying to improve campaign effectiveness, this cheat sheet is for you:
Understanding how and why people convert on your emails is important because it sets the tone of future campaigns.
This post offers insight on everything from A/B split testing headlines to really diving into conversion metrics.
However, one overlooked area in email marketing is the lead nurturing marketing process.
Lead nurturing campaigns have an amazing impact on the effectiveness of your emails.
They take your prospects down a logical pathway of informing, educating, and eventually asking for their support.
As it turns out, nurtured leads make 47% larger purchases, have 10x higher response rates, and are 15%-20% more likely to be converted.
We found a helpful guide from Salesforce that goes in-depth on how to create a lead nurturing campaign that gets results.
Automation is the key to productivity, especially if you plan on implementing lead nurturing workflows.
We use Thrive Leads, which is connected to our MailChimp account, to automatically set email workflows for specific opt-ins.
For example, if you sign-up for our newsletter we send a series of automated emails from our digital marketing plan.
Depending on the platform you use, triggers can be set to guide people down the appropriate path.
The emergence of technology, specifically AI, will be a game changer for marketers as they free up more time to focus on strategy over the day-to-day administrative tasks.
Rallying people to attend your event can be a challenging task, especially if you’re trying to convince them to attend a multi-day conference.
Email marketing is an opportunity to take the lead nurturing idea and expand upon it.
What really draws people’s attention, and subsequently an action is deriving value from your event.
For example, are you providing in-depth training or education sessions?
If yes, then expand upon some of those ideas and publish a series of blog posts (or downloadable content) on what these sessions have to offer.
Use email marketing as a channel to inform and educate through content first before asking for sign-ups.
Have you ever wondered why your email campaigns flopped?
In this article, Business2Community explores three simple, yet proven ways to get people to open your emails.
These are basic suggestions, but even the simplest of ideas can be overlooked.
Of course, you know your audience better than anyone else.
If humor doesn’t appeal to them, then don’t try to force it.
In addition, open rates are not a predictor of success.
At the end of the day, your goal is to convert email copy into tangible results.
Reporting on results to leadership is an important aspect of marketing.
Proving the value your campaigns bring to the organization help to justify the investment and ultimately your position.
It also builds a case for investments in future initiatives as your channels mature.
In this article, the author breaks down 5 key areas your boss will want to know about the email marketing campaign you’ve planned:
- The Audience Is Correct
- The Format Is Engaging
- The Content Is Optimized And Segmented
- The Campaign Is Linked To The Rest Of The Marketing Strategy
- The Program Is Using Specific Metrics To Prove The Return