[Presented at the Colorado Nonprofit Association 2015 Fall Conference] Go beyond open and click-through rates. Discover the email analytics you could be tracking and the insight you will gain into audience behavior. Use this information to increase engagement and improve response.

2. 93 billion marketing
emails are sent
every day. [THE RADICATI GROUP]

3. The struggle for
INBOX ATTENTION
is real.

4. Data from VentureBeat. Image from Campaign Monitor.
EMAIL DELIVERS THE BEST ROI

5. • 10 years of nonprofit communications, public
relations, and marketing experience
• Local, regional, national organizations
• Health care, education, human services fields
Tanya Wheeler-Berliner
Director of Marketing, Email on Acid
@tanyawb #fallconf15

6. Who are you?
• What is your role?
• What type of nonprofit are you at?
• How long have you been running email
marketing campaigns?
• What software or service are you using?

7. What is your current
email strategy?
• What types of email are you sending?
• How often?
• To whom?

8. What are the goals of
your email marketing
program?
• Brand awareness
• Relationship building
• Fundraising
• Advocacy

9. 1UNDERSTAND BEHAVIOR
LEARNING MORE FROM EMAIL ANALYTICS
Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

10. What email activity
or behavior are you
currently tracking?

11. Opens/unique opens
Clicks/unique clicks
Engagement
Email client/device
Geolocation
Click/heat mapping
Bounce rates
Unsubscribes/complaints

12. What are you
learning or can you
learn from each of
these metrics?

13. Opens/unique opens
Clicks/unique clicks
Engagement
Email client/device
Geolocation
Click/heat mapping
Bounce rates
Unsubscribes/complaints

14. Don’t guess. Know.
What metrics should
you be paying more
attention to?

15. 2OPTIMIZE FUTURE CAMPAIGNS
LEARNING MORE FROM EMAIL ANALYTICS
Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

16. 36% of nonprofit
organizations send
email campaigns
with competing
calls to action.
[Online Marketing Scorecard]

17. What testing are you
currently doing with
your email
campaigns?

18. WHAT CAN YOU A/B TEST?
• Subject lines
• Images
• Call to action text, placement
• Content placement, copy
• Offer specifics
• Layout
• Colors

19. HOW TO TEST
• Define goals
• Establish baseline
• Determine sample size
• Send split
• Analyze results
• Send winner

20. Write a short outline
for some easy A/B
tests to run in your
upcoming email
campaigns.

21. 3TRACK CONVERSIONS
LEARNING MORE FROM EMAIL ANALYTICS
Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

22. What is your most
important email
metric?

23. The average return
on investment for
email marketing is
$38 for every $1
spent. [Direct Marketing Association]

24. Click through rates
Conversions
Engagement
Return on investment

25. What happens after
the click?

26. TRACKING CONVERSIONS
• Google Analytics (FREE)
• Mixpanel
• Kissmetrics

27. What should your
most important
email metric be?

28. 4CREATE TARGETED LISTS
LEARNING MORE FROM EMAIL ANALYTICS
Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

29. 64% of nonprofit
organizations
segment their email
communications in
some way. [Hubspot]

30. SEGMENTATION OPTIONS
• Age (8%)
• Communication preferences (28%)
• Donation amount (36%)
• Donation type (26%)
• Duration of support (24%)
• Email activity (10%)
• Gender (3%)
• Income level (6%)
• Online or offline action history (30%)

32. SEGMENTATION EXAMPLES

33. SEGMENTATION EXAMPLES

34. Make a list of 3-5
different ways you
can and should be
segmenting your
email list.

35. BONUSWHERE WE ARE HEADED
LEARNING MORE FROM EMAIL ANALYTICS
Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15

36. Personalized emails
improve click
through rates by
14% and conversion
rates by 10%.
[The Aberdeen Group]

37. DYNAMIC CONTENT TOOLS

38. DYNAMIC CONTENT

39. PREDICTIVE DYNAMIC CONTENT

40. PREDICTIVE DYNAMIC CONTENT

41. QUESTIONS?

42. SHARE TAKEAWAYS

43. THANK YOU!