Nonprofits are playing catch-up to the sophisticated email campaigns that retailers and social buying websites deliver to their constituents. These campaigns deliver compelling offers and customized content based on interests, preferences, past behaviors, and much more. Factor in social media alerts and old-fashioned emails from friends, and inboxes have become a cluttered, competitive place. Nonprofits are now challenged with delivering personalized email campaigns, despite often limited staff and resources. This session will cover how to efficiently plan, structure, and execute engaging email campaigns that deliver conversions. We’ll uncover missed opportunities to engage critical segments in every email you send. We’ll also examine lessons learned from nonprofits whose email campaigns have surpassed their goals and industry averages.
At the conclusion of this session, participants will know: What nonprofits can learn from sophisticated retail email programs How to deliver compelling, highly personalized email campaigns that engage constituents How to utilize email testing to improve conversion rates
Beginner to intermediate. Communications, marketing, and development staff.
About the Presenter: Mike is a Sr. Internet Marketing Consultant at Blackbaud, where he advises nonprofits on email, online giving, SEO, web analytics and social media strategies. He previously managed the turnaround of the Ride For Roswell, including the event’s growth from $330,000 to $1.2 million over a three-year period. He contributes to ngEngage.com.