Raising Funds through E-marketing Yogesh Aggarwal Director

Purpose of ing

Planning your e-campaign What is your Target Audience? What kind of campaign do you need? When to do ? What to Ask? How Much to Ask? Cost Benefit? Landing Pages ? Spam Issues? How to handle? Why my mails go in Spam? Text VS Image mailers? How to read you campaign success? Should you do integrated campaign or an isolated targeting?

E-marketing flow November, India International Centre, New Delhi Plan your Ask Strategy? Test Data Segments, SPAM Etc. Test Subject Line (Open Rates) Test Mailer Content (Click Rates) Test Landing Page efficiency ( conversion) Build Scale Up StrategyScale UP

Targeting ? Hypothesis? Study of your current donor base? Test ? Scaling?

Stage of campaign? Is it new ? Does it needs engagement program or direct donations? Engagement program --- How to integrate? Fund Raising Program ? … What to Ask?

Timing of Campaign

Day wise Open % Wed- Fri ( Best to do Campaigns)

Hourly Chart – Day wise Prime Time : Thur 9 : 18 Wed-Fri : 12-19

What to Ask? Participation? Donations ? – For What ? – What Value ?

Projections – Marketing AugSepOctNovDecJanFebMarTotal Qty ADV2000 Value paise per er COA0.50 Year 1 : Total projected donors to be acquired X & value of Y Lakh

OPEN / CTR Subject EnteredEnteredTotalSent Bounc es Unique Viewed Total Clicks Open Rate Click Rate Unsubscri beAbuses Dear [NAME], don't let your salary disappear Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher Dear [NAME], don't let your salary disappear Dear [NAME], manage your finances easily and Get Rs 4000 worth travel voucher Dear [NAME], don't let your salary disappear Dear [NAME], don't let your salary disappear Dear [NAME], don't let your salary disappear Dear [NAME], don't let your salary disappear Don't let your salary disappear Manage your finances easily and get Rs 4000 worth travel vouchers

Testing ? What All ? Subject Line? creative? Is it capable to attract Donor to Click? Your Ask? Your Landing Page? – Is it good enough to make him Act?

Maximize your Delivery

Tips to Maximize delivery potential Create great content.: – ISPs are increasingly looking at user engagement as a means of gauging the legitimacy of s and their senders. – Open rates, click rates, response rates and user-generated spam flags all matter, and to drive strong metrics in these areas You need to present highly relevant content with each communication. To draw customers’ interest, the content must tailor to their needs and desires. Ask yourself: Does this message fit my audience’s demographics, behavioural patterns and personal preferences? To find out, test your messages before you disseminate them to assess the impact of your send frequency, subject lines and other personalization tactics. The bottom line on content is that it must spark customer engagement. If customers find that s from your brand contain useful and desirable information, they will keep opening your messages November, India International Centre, New Delhi

Tips to Maximize delivery potential Adhere to the law to steer clear of spam. Sending relevant content and developing a reputation for doing so are the best ways to ensure ISPs direct your s to customers’ inboxes. – But while content relevance is king, there are also certain regulations that provide a threshold for legal compliance. – The federal CAN-SPAM law applies to all commercial, non- transactional messages sent within the United States. (Commercial messages include any s sent with the primary purpose of advertising or promoting a commercial product or service, including content on a website operated for a commercial purpose.) It requires three specific areas of compliance related to – unsubscribe processes, – content – sending practices

Tips to Maximize delivery potential Keep your distribution lists clean. It’s important that the people who receive your s are people who have indicated that they want to receive these messages. If you keep your lists organized and free from inactive addresses, you will undoubtedly increase your delivery results. A good way to start is by removing all hard bounces after every campaign mailing. Then, take off any users that haven’t opened a message in six months. Simultaneously, it’s crucial to nurture new opt-ins by sending automated welcome messages that lay the foundation for strong relationships. Purchasing lists and third-party data is not a wise practice, as it inhibits personalization—a key element of strong content. Finally, make it transparent and easy for users to unsubscribe. Making it difficult to do so encourages customers to flag unwanted messages as spam. Better that they don’t receive the messages in the first place.

ING DURING OCCASIONS

ing During Occassions Tip 1: Review last year's campaigns. Take some time to look at last year's creative, messaging, offers and metrics, paying close attention to conversions and any spikes in opens, clicks, unsubscribes and complaints. Knowing what worked for you last year will help you build a successful strategy this year. Tip 2: Pay attention to fundamentals. Don't rush through creation and miss important aspects like tags, broken images or links. Pay close attention to: Subject lines: Stand out in a crowded inbox with clever, unique subject lines, and be sure to mention offers and discounts. Call-to-action messages: Be sure to include a text version of your call-to-action as images might not display. And remember, while it is tempting to pack s with products, offers, and more, too many options overwhelm shoppers. Keep it simple. Holiday flair: Use holiday-inspired headers and footers that link to gift centres, customer service, shipping rates, and delivery schedules.

ing During Occassions Tip 3: Design effective landing pages. – Landingpages must be designed to entice and encourage a sale, and – must make it very easy for the customer to complete the Donation – Just like your s, landing pages should be direct and focus on the product linked from the . – If you require your customers to search for the item you'll lose them.

ing During Occassions Create a consistent cross-channel campaign. To maximize sales you must communicate with your customers across multiple channels— , mobile and social, online and print ads, in-store displays, and more. Most importantly, you must be consistent in the messaging. Be sure that the main message (including prices, dates and specials) remains the same. Your multi-channel campaigns should be designed to work together and support each other.

ing During Occassions Launch a special holiday series. Creating a holiday campaign, promoting it as a special series Helps Remind. You could be losing three-fourths of your potential donors to abandoned; but an automated re-marketing campaign / Call Backs can increase conversions, average order size and your overall ROI. The holiday season is hectic for everyone, but don't overlook these tips – they will increase the loyalty and lifetime values of your customers and grow your holiday revenue.

November, India International Centre, New Delhi Normal MailerMailer Modified for festive season

SPAM FILTERS – WHY YOUR MAIL IS GETTING INTO SPAM? \

Why mailers in SPAM? Domain Reputation ? Data Integrity ? – Open rate to be managed ? – Bounce Rate Controlled < 1% – Spam Complaints to be <.1% Behaviors Analysis… Open Rate, Click Rate Excess Usage of IP : More than specified Spam Words? Impact 1% Design Failure? Text and Image (60:40) Image Download : Content of Image, Alt Tagged in HTML.

Instances -- Spam Words

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