email, your content marketing not-so-secret weapon. charity content marketing conference, 28 april...
TRANSCRIPT
CharityComms content marketing conference
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?):
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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