Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed |...
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Transcript of Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed |...
![Page 1: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/1.jpg)
This Ain’t Your Mama’s Newsletter:
How To Get Your Email Campaigns Noticed
![Page 2: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/2.jpg)
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(My mamma doesn’t have an e-newsletter)
![Page 3: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/3.jpg)
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Session overview
• Five keys to effective email campaigns
– Timely
– Relevant
– Actionable
– Content matters – from subject line on
– Thank your supporters honestly and often
![Page 4: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/4.jpg)
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Session overview
• Four deal breakers you must avoid
– Multiple asks
– Broken links
– No tracking
– Making the donor work
![Page 5: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/5.jpg)
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Session overview
• Eight ways to grow your support base online
- Collect email addresses on your web site
- Leverage offline communications
- Encourage pass along (Viral Marketing)
- Online advocacy
- SEM, SEO, and co-registration (e.g. Care2)
- Asking supporters to market for you (e.g. Web 2.0)
- List swap or hosted email– with another nonprofit or corporate partner
- E-Appends
![Page 6: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/6.jpg)
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Three keys to effective email campaigns: Timely
![Page 7: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/7.jpg)
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Three keys to effective email campaigns: Relevant
![Page 8: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/8.jpg)
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Three keys to effective email campaigns: Actionable
![Page 9: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/9.jpg)
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Three keys to effective email campaigns: Subject lines matter
Subject lines matter:
Worst subject line ever?
Best subject line ever?
![Page 10: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/10.jpg)
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Three keys to effective email campaigns: Thank your supporters honestly and often
Do this:
![Page 11: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/11.jpg)
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Three keys to effective email campaigns: Thank your supporters honestly and often
Not this:
![Page 12: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/12.jpg)
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Four deal breakers you must avoid
– Multiple asks
– Broken links
– No tracking
– Making the donor work
![Page 13: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/13.jpg)
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Four deal breakers you must avoid: Multiple asks
![Page 14: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/14.jpg)
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Four deal breakers you must avoid: Broken links
![Page 15: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/15.jpg)
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Four deal breakers you must avoid: No tracking
![Page 16: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/16.jpg)
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Four deal breakers you must avoid: Making the donor work
![Page 17: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/17.jpg)
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Eight ways to grow your support base online
1. Collect email addresses on your web site
2. Leverage offline communications
3. Encourage pass along (Viral Marketing)
4. Online advocacy
5. SEM, SEO, and co-registration (e.g. Care2)
6. Asking supporters to market for you (e.g. Web 2.0)
7. List swap or hosted email– with another nonprofit or corporate partner
8. E-Appends
![Page 18: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/18.jpg)
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1. Collect email addresses on your web site
![Page 19: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/19.jpg)
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2. Leverage offline communications
• E-mail ask on a direct mail reply or insert
• Separate mailing – postcard or PURL mailings
• PSAs, press releases, events, telemarketing, DRTV, video, mobile campaigns, social media, bloggers
![Page 20: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/20.jpg)
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3. Encourage pass along (Viral Marketing)
![Page 21: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/21.jpg)
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4. Online advocacy
![Page 22: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/22.jpg)
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5. Cost per lead
![Page 23: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/23.jpg)
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5. Search Engine Marketing (SEM)
Organic Results
Paid Ads
![Page 24: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/24.jpg)
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6. Asking supporters to market for you (e.g. Web 2.0)
![Page 25: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/25.jpg)
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6. Asking supporters to market for you cont.
![Page 26: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/26.jpg)
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6. Asking supporters to market for you cont.
![Page 27: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/27.jpg)
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7. List swap or hosted email– with another nonprofit or corporate partner
![Page 28: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/28.jpg)
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8. E-Appends
Third-party vendors who match your offline file against their permission database
• Permission messaging
• Inexpensive, can acquire a lot of emails at once
• Be careful – use reputable vendors
• Tend to be less responsive
![Page 29: Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.](https://reader030.fdocuments.net/reader030/viewer/2022032419/55a2b3471a28ab926e8b4597/html5/thumbnails/29.jpg)
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Discussion