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Online Engagement 202

J
JeffTe

This document discusses tactics for engaging website and email users, including: - Using social media feeds and sharing on websites and confirmation pages. - Segmenting mailings and customizing content in newsletters, surveys, and prompts. - Sending automated email series after donations, registrations, or to welcome new donors/registrants with updates over 3 weeks. - Testing emails using A/B testing and ensuring emails display properly on different devices. - Allowing opt-outs of specific campaigns instead of full unsubscriptions and promoting social media as an alternative connection channel.

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BBNC Engagement
Current Tactics Social Media Feed on Home Page Robust Social Media Connect Page Providing Relevant Content Segmented Mailing Conditional Content in Newsletters Personalized Content Surveys Personalized Prompts for Further Engagement
Website Tactics Social Sharing on Key Webpages
Website Tactics Social Sharing on Confirmation Pages
Website Tactics Lightbox for Email/Registration Sign-up
Email Tactics Social Sharing on Confirmation and Engagement Emails
Email Tactics 3 Weeks Later3 Weeks Later Additional Ways to Connect blog, social media links 2 Weeks Later2 Weeks Later Update Progress Email (info-graphic) 1 Week Later1 Week Later Who We Are Email DonationDonation Welcome Campaign for Donors and Registrants (Automatic Email Series) Each email in the series is set up as a weekly scheduled email. The email pulls its mailing list from a dynamic query. (For example, the first email in the series would pull a query that identifies first time donors that made a donation in the last 7 days.
Email Tactics Welcome Series Data People who open one of your Welcome Series emails are 20%30% more likely to open emails long term.1 The average open rate for Welcome emails is 50%, making them 86% more effective than email newsletters.2 Subscribers that receive a Welcome note show 33% more long term brand engagement.3 88% of the top non-profits do NOT send a Welcome series;4 however, automated Welcome email is a no-brainer. 1 http://powerthruconsulting.com/case-studies/whats-email-welcome-series-worth/ 2 Marketing Sherpa 3 Cheifmarketer.com 4 Online Fundraising sponsored by Dunham + Company Blackbaud Confidential 8
Email Tactics Types of Triggered Email Series Email signup welcome series Donation welcome series Event registration welcome series Community signup welcome series Membership purchase welcome series Membership expiring series Monthly donor credit card expiring series Blackbaud Confidential 9
Email Tactics Testing Emails Using a/b Testing Tool 1. Target audience 2. Landing page 3. Subject line 4. Call-to-action link Blackbaud Confidential 10
Email Tactics Engagement Reading Environment There are third party tools available that help you test for all kinds of readers and devices and can also supplement your email reports. They work with your current email service provider tools. Emailonacid.com Litmus.com
Email Tactics Robust Opt-Out Page Associate e-mails with campaigns so constituents can opt-out from that campaign instead of unsubscribing altogether. Promote social media as another channel through which to stay connected. Different subscriptions are created by using attributes.
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Online Engagement 202

  • 2. Current Tactics Social Media Feed on Home Page Robust Social Media Connect Page Providing Relevant Content Segmented Mailing Conditional Content in Newsletters Personalized Content Surveys Personalized Prompts for Further Engagement
  • 4. Website Tactics Social Sharing on Confirmation Pages
  • 5. Website Tactics Lightbox for Email/Registration Sign-up
  • 6. Email Tactics Social Sharing on Confirmation and Engagement Emails
  • 7. Email Tactics 3 Weeks Later3 Weeks Later Additional Ways to Connect blog, social media links 2 Weeks Later2 Weeks Later Update Progress Email (info-graphic) 1 Week Later1 Week Later Who We Are Email DonationDonation Welcome Campaign for Donors and Registrants (Automatic Email Series) Each email in the series is set up as a weekly scheduled email. The email pulls its mailing list from a dynamic query. (For example, the first email in the series would pull a query that identifies first time donors that made a donation in the last 7 days.
  • 8. Email Tactics Welcome Series Data People who open one of your Welcome Series emails are 20%30% more likely to open emails long term.1 The average open rate for Welcome emails is 50%, making them 86% more effective than email newsletters.2 Subscribers that receive a Welcome note show 33% more long term brand engagement.3 88% of the top non-profits do NOT send a Welcome series;4 however, automated Welcome email is a no-brainer. 1 http://powerthruconsulting.com/case-studies/whats-email-welcome-series-worth/ 2 Marketing Sherpa 3 Cheifmarketer.com 4 Online Fundraising sponsored by Dunham + Company Blackbaud Confidential 8
  • 9. Email Tactics Types of Triggered Email Series Email signup welcome series Donation welcome series Event registration welcome series Community signup welcome series Membership purchase welcome series Membership expiring series Monthly donor credit card expiring series Blackbaud Confidential 9
  • 10. Email Tactics Testing Emails Using a/b Testing Tool 1. Target audience 2. Landing page 3. Subject line 4. Call-to-action link Blackbaud Confidential 10
  • 11. Email Tactics Engagement Reading Environment There are third party tools available that help you test for all kinds of readers and devices and can also supplement your email reports. They work with your current email service provider tools. Emailonacid.com Litmus.com
  • 12. Email Tactics Robust Opt-Out Page Associate e-mails with campaigns so constituents can opt-out from that campaign instead of unsubscribing altogether. Promote social media as another channel through which to stay connected. Different subscriptions are created by using attributes.