email, your content marketing not-so-secret weapon. charity content marketing conference, 28 april...

CharityComms content marketing conference

Email

Your content marketing not-so-secret weapon

CharityComms content marketing conference

Introduction to email marketing

● Email is still more popular than social media

● It has outlasted every single social media network

● It’s still growing!● Everyone has an email

address

CharityComms content marketing conference

Email’s reach

CharityComms content marketing conference

Email’s reach

CharityComms content marketing conference

£500 billion - value of the UK ecommerce market

£963 million - amount made by online retailers in

one day (Cyber Monday)

34% - the size of increase from 2014 that represents

£344 million - what John Lewis made over

Christmas 2015

8% - the size of increase from 2014 that represents

The ecommerce industry

CharityComms content marketing conference

23% of revenue comes from email in

e-commerce

24% of marketers across all industries who

segment their lists experience higher revenue

42% of customers say email is central to

retention

Email in e-commerce

CharityComms content marketing conference

CharityComms content marketing conference

● They show interest in your organisation● They are showing trust ● They want to act to help you

What happens when someone subscribes?

CharityComms content marketing conference

● Social media reach is declining every day

● Your email list is a Rolodex of activists and potential donors

● It’s also the no.1 retention channel

Email is your secret weapon

CharityComms content marketing conference

● Your email list includes:○ cash donors○ regular givers○ community fundraisers ○ community fundraisers’ friends○ trusts and foundations

Email is your secret weapon

CharityComms content marketing conference

Hands up if your organisation sends an email newsletter

CharityComms content marketing conference

What usually happens

● Round up as much info as you can ● Pack it into a 10-15 story newsletter● Hope for the best

CharityComms content marketing conference

Why doesn’t this work?

1) It’s what you want to say2) It’s the scattergun approach3) It doesn’t treat your subscribers as individuals

CharityComms content marketing conference

The lifecycle of an email

CharityComms content marketing conference

So….what makes a great email?

CharityComms content marketing conference

Strong subject line

Short, concise copy

Clear call to action (only one)

Make your email stand out

Mobile friendly

Personalisation

The building blocks a great email

CharityComms content marketing conference

Envelope contents:

subject line, friendly from and snippet

CharityComms content marketing conference

Content elements:

copy, call to action and image

CharityComms content marketing conference

Call to action buttons

CharityComms content marketing conference

Strong copy

● Make the copy strong and bold

● Front-load it● Keep it brief - cut out

any unnecessary words

● Use active and actionable language

CharityComms content marketing conference

CharityComms content marketing conference

CharityComms content marketing conference

CharityComms content marketing conference

CharityComms content marketing conference

CharityComms content marketing conference

CharityComms content marketing conference

What do I say?

● Case studies● Check-ins● Media appearances● A surprise thank you● Links to biggest

social media posts

CharityComms content marketing conference

The explosion of mobile

● Over 50% of emails are now opened on a mobile device

● Email growth on mobile has increased by 180% in the last 3 years

● This is expected to grow another 22% this year and a further 23% in 2016

CharityComms content marketing conference

What you need to do● Emails have to be readable on a

mobile (without pinching and zooming)

● Emails need to be as short as possible

● Your calls to action have to work on mobile - responsive / short donation form (Stripe / JustGiving are good), PSMS or links to social content

CharityComms content marketing conference

Elements of a great emailStrong subject line

Short, concise copy

Clear call to action (only one)

Make your email stand out

Mobile friendly

Personalisation

CharityComms content marketing conference

Measuring success

Wear red and host an event on Friday 5 February 2016, to help beat heart disease. The

money you raise will support the BHF’s life saving research.

1. Email used to keep participants engaged from point of sign up to taking part in the

fundraising event

2. Email used to increase remittance

3. Participants can sign up to Wear it. Beat it. at different times between September and

February - only email let them send relevant communications to participants no matter what

stage they sign up.

Wear it. Beat it.

TheSite.org

THE HUMPS.

(Ahem)

We encourage them to…

> Join a chat

> Reply to someone

else’s thread

> Start a thread of their

own

How do we help people to

engage with TheSIte.org

community

CONTENT

1. The welcome

2. Highlighting a popular area

1. A moment of zen (good news)

2. You’re not alone!

3. Community event

1. How to post a thread

1. Passing it on

Emails Purpose

To familiarise

users with

TheSite

To give a feel

for the place,

people &

support

Practical tips

Growth

The first email

CharityComms content marketing conference

Key takeaways

1. Write short, single issue emails

2. Write emotive emails

3. Map your fundraisers’ journeys,

and write an automated series of

emails to help them at each stage

CharityComms content marketing conference

Q&A

CharityComms content marketing conference

Stay in touch by email (how else?):

matt@platypusdigital.com

Visit the CharityComms website to view

slides from past events, see what events

we have coming up and to check out

what else we do:

www.charitycomms.org.uk

Conference28 April 2016

London#CharityContent

Charity content

marketing

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