Year-End Email Under a Microscope
Steve has done these assessments for several years in a row. One thing is for sure, our industry is getting better at this email game. Some of the subject lines are a bit odd or perhaps not really a best practice — and of course there are the organizations that clearly abuse our inboxes — but overall we seem to be gravitating to better strategies.
While we can't tell from Steve's study about better targeting, I'm willing to bet that we still have some work to do here. Segmentation of our online donors has not been a high priority in the past due to the perceived "cheapness" of email marketing. What many of us have now realized is the "cost" for poor email communication (too much, too often, too generic) is the loss of an online relationship, which has a high cost. Learn from Steve's findings for the last few years, and take a look at your December campaigns.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.