How to fundraise using email (Charlotte Beckett)

How to fundraise using email webinar

26th October 2012

Email’s dead, long live email.

Hello

Charlotte Beckett, Head of Digital, The Good Agency

[email protected]

@londoncharlotte

@thegoodagency

Some context

• The first email was sent in 1971

• There are 3.146 billion email accounts worldwide

• On average we send & receive 112 a day

• 71% of email traffic is spam

• 88% of smartphone users check their email at least once a day

• By the end of 2012 more people will read emails on mobile than on desktop or webmail

• 41% claim they would close or delete an email not optimised for mobile

89% of us do it …

Source: Ofcom research, Q1 2012

But not for long …

Source: UKOM/Nielsen March 2012

Where are we doing it?

But that depends on when …

Why do it?

• 77% preferred to receive permission-based promotions via email, 6% via social media

• A similar survey found 69% with a preference for email as the channel for brand communications

• 72% describe email's ROI as excellent or good. Only organic SEO scored better

• 1 in 4 emails turn into a donation according to Blackbaud’s peer-to-peer fundraising research

We outperform other sectors

Charity emails:

• Open rate – 23.25%

• Click rate – 3.32%

• Unsubscribe rate  - 0.28%

Average across all sectors/industries:

• Open rate – 18.35%

• Click rate – 2.95%

• Unsubscribe rate  - 0.15%

Thinking about strategy

• Make it personal

• Make it experiential

• Make it exclusive

• Make it shareable

• Make it integrated

• Make me do something

• Make, measure, learn

Thinking about design, content & build

• Be clear, be interesting, be yourself

• Think about how, where & when I'm reading your email

• Make your call to action stand out

• Unsubscribe is a legal requirement – make it easy

• Don't fall foul of spam filters – think about trigger words, images

• Test before you send

Just some of the top 100 trigger words

Thinking beyond the inbox

• Automatic can be good

• Keep it building, keep it clean

• Love your segments, love your data

• The email experience doesn’t stop at the email

Because this is what we want …