- The average email open rate has ‘steadied’ at 14% (is this supposed to be good?) but some nonprofits get better results by segmentation, localization & personalization.
- While mobile devices accounted for 15-20% of email opens, those who read email on phones are less likely to click thru and take action. But it can also help if the email is formatted to look good on a small screen. Here’s tips on how to do it.
- The Red Cross demonstrated why segmentation doesn’t have to be difficult, identifying donors by monthly, institutional, emergency, lapsed and non-donors.
- Monthly donors constantly outperformed other segments. (For a great example of a nonprofit that realizes this, take a look at City Harvest Rescue Partners campaign that specifically asks for monthly gifts.)
- While segmentation can improve email results, it will make even more of a difference if you prepare great content – as well as an engaging subject line.
Tonight I attended the monthly 501 Tech NYC get-together, which featured a capacity crowd at the NYC Foundation Center to hear takeaways from the recent Nonprofit Technology Conference. Would you believe 10 presenters offered mini-versions of their event sessions? Some highlights:
- US Fund for Unicef‘s Porter Mason stressed the neglected art of AB testing – emails, web pages, social media posts and added that ‘coding links must become normal practice.’ Take a look at WhichTestWon to test your instincts on what works best.
- Big Duck‘s Farra Trompeter (recently honored with a Community Award at the Nonprofit Tech Conference) offered an interesting flow chart approach to Is It Time to Rethink Your Website. Important reminder – the work doesn’t end when your new website is rolled out, it’s an ongoing task.
- Causevox‘s Rob Wu finished the evening with tips on how to tell compelling stories, e.g. don’t talk about your organization, talk about your cause and your supporters. Also, get everyone involved – not only the marketing / communications folks.