3 Email Marketing Metrics To Track For Success

Social media metrics are the numbers a business or organization uses to quantify their social media efforts. These metrics vary from platform to platform. With email marketing, there are also many metrics that business and organizations should understand, track, and report on so you can see how your email marketing efforts are performing.  In this blog post, we’re highlighting a few metrics that are good beginning metrics to track so you can see the big picture of your email marketing efforts and help you see what is performing and what is not.

Opens/Open Rate
Opens or open rate refers to how many people opened your email message. Many email marketing programs such as MailChimp will automatically calculate your email open rate with every email campaign you send.

If 40 emails are opened and your email was sent to a list of 100 people, your open rate is 40%. This is calculated as follows: divide the total number of email opens by the number of email sends. Multiply that number by 100.

Keep track of your opens/open rates for comparison purposes. For example, if you send out a monthly e-newsletter to your members, track your opens and open rate from month-to-month to see how you have improved.  If you see a high open rate from month-to-month, this means your subject lines and email content resonate with your audience.

Keep in mind that your email opens and open rate of your email campaigns will vary by industry, how you have segmented your email list and the type of email message you send.

Clicks/Click-Through Rate
If someone clicks on a link in your email message, this is a click! Tracking your clicks or click-through rate gives you insight into how effective your copy was at getting your reader to click and the effectiveness of your link button.

If your e-mail clicks are low, for example, perhaps you are not getting any clicks from your email message to register for your upcoming event consider: changing the color of the button or link, change the shape of the button, spruce up your email copy, and or optimize your e-mail message for mobile.

Like your open rate, your click-through rate depends on your industry, the type of email your send, and how you have segmented your e-mail list.

Unsubscribe/Unsubscribe Rate
Email marketers must accept the fact that email lists and contacts naturally decay over time as email addresses change and people unsubscribe.

An unsubscribe or the unsubscribe rate refers to how many people per email send hit the unsubscribe button and opted out of any future email marketing messages from your business or organization.

If four people unsubscribed from your most recent email message and your message was delivered to 200 people, your unsubscribe rate is 2%. This is calculated as follows: the number of people who unsubscribed divided by the number of people you delivered your message to. Multiply that number by 100.

Unsubscribe rates are best kept between 1-2%. If you have a high email unsubscribe rate for a particular email message, one can infer that the content or message did not resonate with your audience. A low unsubscribe rate for an email message tells you that your audience did in fact like the content and information you sent to their inbox.

And there you have it! Three email marketing metrics your can track and report on to see how well your email marketing efforts are performing. Happy emailing!

4 Components To A/B Test For Your Next Online Fundraising Campaign

Organizations of all sizes and causes can use A/B testing to boost their online fundraising results. A/B testing or split testing occurs when two versions of a website, webpage, email, copy or campaign are tested in order to see which version performs best. The version that gives you a higher conversion rate, for example a higher donation rate or click-through rate, wins! Below are four items nonprofit organizations can A/B test in order to optimize online fundraising campaigns. Remember to A/B test one section of an online fundraising campaign at a time and not all at once – this ensures that you know which section/change was responsible for higher conversions.   

First, everyone likes to be personally recognized by name – even electronically. If your online fundraising efforts includes fundraising emails that address your emails to a person, sponsor, or donor than A/B testing is for you. Consider A/B testing the introduction of your email. Test to see see how donors respond when emails are addressed to them personally, be it formally or informally.

Also, consider using A/B tests at the end of your fundraising email or at the end of your fundraiser landing page. Test the name used at the end of an email or landing page to see which version receives the most conversions or donations. Do fundraising emails ending with the name of your executive director give you higher donation rates than fundraising emails that end with the name of your organization? If so, you know which email ending to use!

Ensure that your fundraising emails acknowledge someone at the beginning and sign-off with signature – supporters, donors, and anyone connected to your organization wants to know there’s a person or organization behind the fundraising campaign – even when it’s all online.

Call To Action Button
Second, online donations are likely the result of effective call-to-action (CTA) buttons on an online fundraising page. Consider A/B testing your CTA button during your fundraising campaign to ensure it works for your audience. Utilize split testing on your CTA buttons in terms of color (does it match with your brand or website layout), copy (does your CTA button copy reiterate how the online fundraiser benefits the donor), and image (ensure your campaign images near your button reiterates the fundraiser and shows the donor who or what the campaign benefits).

Length of Fundraising Appeal
Third, the length of your fundraising appeal influences donations and dictates your online fundraiser’s visibility when searched for on Google. If you’re new to the online fundraising world, aim for 500 words at minimum for your online fundraising copy. A/B test the length of your fundraising appeal – your results will tell you which version of your online fundraiser, given the varying lengths, solicits the most donations.

Campaign Copy
Finally, when writing an online fundraising appeal, consider A/B testing the words used. Make a list of words that fit your organization, its fundraising activities, the online fundraising campaign, and cause – donors may use these words when searching online for a cause. A/B testing the words used in your fundraising appeal tells you and your organization which terms and words resonate most with potential donors, supporters, or followers and can help you identify which version of copy can help your online fundraising campaign solicit the most donations.

There are many other components of online fundraising campaigns that nonprofits can A/B test. If your organization is small, try one or two split tests on one or two items over a period of a few online campaigns and record your results. Happy testing!

4 Targets For Your Next Social Media Campaign

At White Deer Marketing, we believe that a successful social media campaign is a campaign that aligns with your brand/voice, educates, connects, and engages. Keep in mind, however, that these targets are only the beginning of what a social media campaign can include.

Confused about where to start? If you want to focus on one aspect with your first social media campaign, that’s perfectly all right! Before you even know it, you’ll be creating a social media campaign that includes all four targets and more.

Below are four targets for your next social media campaign.

Target: Brand/Voice
Consider your social media brand/voice when deciding on aspects of your social media campaign. Are you on social media to educate your audience? If your brand was a person, what kind of personality would it have? For example, if you’re on social media to educate, consider adding an educational angle to your social media campaign. If your brand’s personality is friendly or professional, consider a friendly/professional target to your campaign.

Target: Education
A successful social media campaign educates and expands the mind of the audience. An educational social media campaign allows your audience access to a variety of facts, information, names, products, services, dates, people, and company or organization history that might not otherwise be available. Educational campaigns also connect your business or organization with new users that find your products helpful or your mission important. Additionally, educational campaigns connect your company/organization and your audience with other users that share similar interests or passions.

Target: Direct/Personal
A personal social media campaign connects with your customers, audience, or supporters on a personal, intimate level. For example, ask your followers or supporters on social media to share their direct experiences they have had with your company or organization; ask them why they personally support your organization or cause.

One benefit of a personal social media campaign is that it can improve your company or organization’s customer reach on social media – if a campaign is direct with your customers or supporters, your audience will feel comfortable asking questions, sharing opinions, or declaring support.

A personal social media campaign can also connect your company or organization with others who could benefit from a service, program, or product you provide.

Target: Engagement
If you know your audience persona, you will know what they will find engaging on your social media platform during your social media campaign. However, to encourage even more engagement it’s also useful to utilize user-generated content in your social media campaigns as a way to appeal to all of your company or organization’s audience personas.  Additionally, user-generated content encourages members of your audience to share something of his or her own that in turn drives engagement, and boosts campaign and brand awareness.

Happy campaigning!

6 Content Tips for Your Next Monthly Membership E-Newsletter

What do you find most enjoyable about opening a membership e-newsletter? E-newsletters are a form of e-mail marketing that is delivered right to your member’s inbox or can be downloaded from your website. Here are six content ideas for member e-newsletters to ensure your copy adds value to members and their membership experience.

Don’t forget social sharing buttons so members can share the newsletter content to their social network!

Showcase advocacy, advancements, discussions, research, and highlights from your field or organization be it global heath, museums, animal welfare, or disease research. Highlighting developments allows members to connect with on-going advancements and allows members be better connected to the cause both at home and globally.

Member Benefits
Share existing or updated member benefits in e-newsletters to keep members abreast of their membership options. Be sure to include information about what makes each membership type distinct, and how a membership can benefit the supporter and organization.

Member Events/Programs
One of the most important items to ensure your membership e-newsletter contains is information on member events and programs! Do members receive discounts on events or programs? Tell them here! Does your website feature a members-only area with digital content and extras? Tell them here! Include reasons why members would want to take part in these events and programs, why it is worth their time, and how it will support your organization. Don’t forget to include links to members-only events and program registration.

Member Spotlights
Membership e-newsletters are the perfect place to announce new members to your existing member community. Spotlight sections also allows members the opportunity to connect with and to get inspired by new members. Together, new and existing members can support and elevate an organization’s mission and vision.

Announce partnerships in membership e-newsletters so members can receive information about new campaigns that they can support or connections they may find interesting. Your members may take it upon themselves to spread the word or offer financial support to a related partnership. Partnerships also show members how they can take immediate action to help your organization or related cause on the county, state, or national level.

A resources section in a membership e-newsletter helps members take stock of current organization or cause-related information. Resources should be aimed at educating members and/or those who may be close or work with your members. With new resources featured every month, members can continue to become better educated about your cause or organization and be more prepared to help raise awareness with further action.

And there you have it! Remember that the frequency of a member e-newsletter depends on your organization’s resources and how much time staff can devote to newsletter creation. If you’re feeling overwhelmed, begin with a quarterly e-newsletter that it e-mailed every winter, spring, summer, and fall. At the end of the year, assess your e-newsletter subscription based on your member counts, your member events/programs, membership changes, and value received from your previous e-newsletter efforts.