1. Emarketing for Nonprofits
Steve Kessler, Your Denver DataMan

2. What is Emarketing?
Emaketing refers to marketing efforts done using electronic means
Websites
Blogs
Online advertising
Social networking
Search Engine Optimization

3. Email can be an important part of an Emarketing campaign
To be effective with marketing you need to know:
Who your sending your s to
Why your sending your s to them
That they want to get them

4. Why
allows us to stay in touch with our supporters on a regular basis. It’s a powerful tool for relationship building.
- America on the Move
Our donors say they love receiving our beautiful e-newsletters and e-invites, and our staff loves how professional they make our organization look.
- United Way of Tucson and Southern Arizona
Our newsletter provides added value for our sponsors.
- YMCA of the USA
Tournament participation has increased 30% since we started sending reminders to our members.
- United States Tennis Association, Central Arizona

5. Why Email? Because people read it:
91% of Internet users between the ages of 18 and 64 send or read
An even higher number of users ages 65 or older do the same
147 million people across the country use , most use it every day.
The important thing to remember on this slide is that we all know people use , but we have to understand that a lot of people prefer and those preferences come with certain expectations. You have to do it with best practices and consumer preferences in mind.
Source: eMarketer

6. Why Email? It’s Cost-effective: Direct Mail vs. Email
For the same response, direct mail costs 20 TIMES as much as
Is your organization budget-conscious? is a great way to communicate for less money. But that’s not the only reason to use . works and it can give you great results.
Source: Forrester Research, Inc.

7. What is Email Marketing?
Utilizing to create, strengthen, and maintain relationships with stakeholders:
Establishes regular, ongoing communication
Educates
Promotes identity awareness
Keeps supporters informed
Broadens your audience
“Nonprofits that don't integrate into the management of their relationships remain profoundly disconnected.”
"Disconnected: the 2001 Nonprofit Survey.“
Michael C. Gilbert, August 2001
Results come from the utilization of in order to connect with an audience.

8. Why Does Email Work? Because people open email
from those they know and trust…
Once you have the right tools, you have begin to understand why works so you can create an strategy that will get the results you are looking for. What do you suppose the USTA wants to accomplish with this ? What are their stakeholders likely to do with information that is valuable to them? Forward to a friend, make a donation, save to their inbox, print out and hang on the bulletin board? Be sure your has value or they may send your to a different place…

9. The SPAM Dilemma Many users tend to think that your Email is SPAM!
Your goal is to differentiate your from SPAM
The average user receives 361 s per week, 70% of which is perceived as Spam
Epsilon Interactive

10. SPAM
SPAM or Unsolicited Commercial (no relationship / no permission)
Legal: Can-Spam act of 2003
Popular: “unwanted or can’t verify”

11. Why not SPAM?
Don’t SPAM--- while tempting, your customer will decide where the permission line is, and it will have a negative impact on your business!
The customer will think – if I can’t trust them with my address what can I trust them with

12. Becoming a Trusted Sender
Clear title  
Clear opening article
Valuable content
Links back to the This Old House Website
These features help to make it clear that this is valuable to the recipient

13. Federal Can SPAM Act
Disclaimer: This is a summary of some provisions of the new law, and is not a full analysis of how it may apply to you
If you believe you may be affected, you should consult with an attorney

14. Federal Can SPAM Act
Nonprofits don’t have to follow all the rules but they should
Don’t misrepresent subject or from address
The subject of your must match what is in your
The address you send your from must me valid
Send from a legitimate address
Must provide a way to opt-out
Depending on your reading of the law this must be done with no more than 2 clicks

15. Federal Can SPAM Act
If you get unsubscribe requests you must remove them from your list within 10 days
Remove means not ing the person again unless they re-subscribe
Must include a physical address
A physical address for the sender
Existing relationship
Currently doing business
Opts in to receive the

16. Trusted senders use A5 Ask for permission to send email
Allow safe, easy, and fast unsubscribe
Agree to be honest and truthful
Accept categories of interest
Add a physical address to all s

17. Permission – Types of permission
Explicit: Opt-in from your website or storefront
“Join our mailing list”
Sign in books
Web forms
Single vs. Double Opt-in
Give address -> Get s
Give address -> Get conformation confirming interest
Implicit: Requests for information / registration forms, existing relationship
You can be very explicit with an implicit form to make them more valuable

18. Permission & Unsubscribe – be a trusted sender
Handling permissions ads validity to your s and your company
Some people like having a reminder at that top of the message that you can unsubscribe – this is fine as long as the reader can still easily see your header
Many users have been trained to go to the bottom of an to unsubscribe
You should have a simple method for this. Constant Contact has Safe Unsubscribe

19. Permission & Unsubscribe – be a trusted sender
Handling unsubscribe immediately is important
Constant Contact removes users from the list as soon as they are entered and only the user can add their back on
If a user marks your as SPAM and removes their from the list
Keep your frequency in check
Only when you have something good to say
Consider biweekly or monthly s

20. Interest Categories
It is also a good idea to break your s into interest categories
For example I use my eNewlstter category and then an open seminar category to separate who I send to
Constant Contact makes this process very easy

21. Getting Your Email There in the First Place
Filtering & Blocking
Image and Content Blocking
Images are how applications know that the s are read
Individual filters
SPAM blocks and the like
Challenge response systems
Please click this link to make sure you are a real person
47% of consumers say they
rely on the preview pane
to view and read s.
Source: Epsilon Interactive

22. Getting Your Email There in the First Place
Blocking (industry average is 17%)
Internet Service Providers (ISPs) blocking specific domains
Blacklists (implicit blocks)
Whitelists
The list of sends that you implicitly allow form
Next Generation: Sender Authentication
New technologies make it possible to authenticate (prove) who the sender of any is

23. Email Statistics - What can we find out

24. Tracking
Constant Contact use the images to track what has been opened. Since the images are stored on a web server (either your or Constant Contact’s) the server can identify who opened your s and when, so long as they don’t have images blocked
The links that are used by Constant Contact are wrapped with a special tracking code so you know who uses your links and when
You can create interest groups by the links that user open or by those users who open your eNewsletter

25. More on Tracking Using the Contact Tab
You can find out information about each of your contacts
You see the information that you collected as well as what s and links they have opened
Managing bounces means that you can see who did not get your because of technical problems or being blocked and then remove them

26. determines whether they open an email or delete it.
Getting Opened
Getting ed opened is a bit of an art
How do you decide what s to open?
60% of consumers say the
"from" line most often
determines whether they
open an or delete it.
Source: Epsilon Interactive

27. The “From” Line Use a name the recipient will recognize
Include your company name or brand
The clearer the better
is better than
The shorter the better
Keep it concise so it can be seen
Be consistent

28. The “From” line and AOL Outlook AOL
AOL strips the “From” information that normally appears before the address
AOL

29. The “Subject” Line Keep it short and simple
You have 3 seconds or less
30-40 characters including spaces (5-8 words)
Incorporate a specific benefit
Include your brand
Branding in the subject line can increase open rates by as much as 60%
Capitalize and punctuate carefully
Test!
Market testing is critical to making Emarketing work

30. Getting Email Opened The “Subject” Line Keep it short and simple
You have 3 seconds or less
30-40 characters including spaces (5-8 words)
Stumped? Try a search engine
Incorporate a specific benefit
Include your brand
Branding in the subject line can increase open rates by as much as 60%
Capitalize and punctuate carefully
Test
What about open rates? Subject lines with 49 or fewer characters had open rates 12.5 percent higher than for those with 50 or more.
Branding in the subject line increased open rates by as much as 60% - Source: SilverPop
Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more…
Source: Returnpath

31. Avoid an “instant” delete
Avoid an “instant” delete or getting caught in SPAM filters
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines

32. Use the Right Format Newsletters Promotions Announcements
Frequency: monthly / quarterly
Lots of educational content (typically non-promotional)
Promotions
Frequency: bi-weekly / monthly
Focus on promotion / limited content
2, 4, 6 product promotions, coupons
Announcements
Frequency: event driven
Promotional or educational with targeted message
Invitations, new products, special events

33. Email Service vs. Outlook
Standard Programs (e.g. Outlook, Hotmail)
Limited # of s sent at one time
No formatting control
List break up more susceptible to filters
No cohesive branding
No tracking and reporting of results
marketing services automate best practices
Provide easy-to-use templates
Reinforce brand identity
addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
Ensure delivery, tracks results and obeys the law
Now that you know a little about services, let’s compare a few differences.

34. Constant Contact Formats
Constant Contact offers many great template choices to choose from to make sure your s have the right look and feel.
If you are adventurous enough you can create Constant Contact s without templates but you need to have someone who very good at HTML program the message.

35. Creating A Winning Strategy
Defining your objectives
Collecting contact information, interests & permission
See the information forms we used today
Address book give away
Determining appropriate message format
Creating a production and mailing schedule
Building professional communications
Analyzing results
Continuously refining your strategy!

36. Defining Objectives
is just one part of your marketing and should be integrated into your overall marketing plan.
“I want to…”
Motivate stakeholders
Enhance mission awareness
Interact with my members
Increase event attendance
Bring visitors back to my website
Obtain financial support

37. Defining Objectives Use objectives to determine
What information to collect
What type of communication to send
Frequency of communication
Measuring success
The better you link your marketing together will make it all more effective.

38. Trying it All Together Your URL should be on everything you put out
Obtain permission to whenever possible
Search Engine Optimization matters (SEO)
This is the process of raising your ranking on Google and other search engines
Constant Contact is a valuable touch in marketing so channel your clients and prospects into the right list.

39. Denver DataMan Training + = Emarketing Success
Denver DataMan offers one on Constant Contact training as well as group classes.
Attendees of this class are offered a $25 one-hour eMakreting assessment. We will evaluate your use of technologies like Constant Contact and your website.