It’s hard to believe that 2015 is right around the corner. Thanksgiving is this week and holiday decor has already hit the shelves at Target.
Like most organizations, your 2015 marketing plans are probably still in development. A successful and well thought-out email strategy is crucial to success, and now’s the time to take advantage of any unused marketing dollars you still have in your budget and ensure that you get them next year. Have you thought about how you’ll use that money yet? Don’t let it go to waste.
To help you hit the ground running in January, put this money toward expert consulting services now with Informz eMarketing Strategists. Our team is ready to analyze your current email practices, create a project plan, and help you implement it in order to meet the mutually agreed upon project goals.
Maybe you’re considering implementing marketing automation next year but need help laying the groundwork. We can do that! Strategic marketing automation — the Informz way — will maximize the success of your marketing automation program. Our strategists will help you:
Reinvesting in your email strategy will lay the groundwork for a powerful ROI by improving member engagement, leading to an increase in donations and renewals. Whether your 2015 plans include implementing marketing automation, launching responsive design templates, or even outsourcing your communications, we can help you out. Contact me today for more information.
Happy 2015 planning!
If you are like most email marketers, you are faced with the challenge of balancing a strategic email marketing plan with the daily drop-in from one of your colleagues that has an urgent email blast he needs sent. When you ask more about the segment you get some variation of, “oh just send it to everyone.”
How often do you sit in meetings and question if you are sending too much email to your constituents? Do you question if your messaging really resonates with your audience?
Do these scenarios sound familiar? Probably. These are the challenges we email marketers are facing every day, and we know that a one-size-fits-all approach just won’t cut it any longer.
Take a look around and you’ll see that we now live in an on-demand world. From computers in cars to DVRs, people have become accustomed to getting what they want exactly when and where they want it. It’s time to take that same approach with your marketing messages and move away from a one-size-fits-all approach. It’s time to create a customized email experience for your audience. Marketing automation will help you do that.
We’ve created a plan that will help you create a customized email experience using marketing automation — the strategic way — and it’s all outlined in our newest eBook. Become a Marketing Machine will help you discover:
If you are stacking images on top of one another, you may have noticed that Outlook 2013 is adding horizontal spaces between the images. Similar to the image split, this inconvenient change alters the look of your email and causes rendering problems galore.
Don’t be alarmed, it’s not you; it’s Outlook!
This happens with the images that are smaller than 20px high. Outlook 2013 creates a gap above the images that do not have a height of at least 20px. For example if you had an image with a height of 15px, Outlook 2013 will add 5px space above it to make it 20px. The example on the right shows a break between “Membership Status” and the blue box below it because of this issue.
One way to avoid unwanted gaps is by making sure that all your images have a height greater or equal to 20px. Fortunately there is a workaround for images as well – apply style=”line-height:Npx” to the table cell that houses that image. You just have to make sure that the line height is the same as the height of the image.
For example for the image that is 5px high, apply style “line-height:5px;” to the TD containing that image.
Ta-da! The gap is now closed in the image.
When sending email to your subscribers, keeping them informed about your organization is always a top priority. However, when you’re seeking donations from your audience, there’s strategy required to motivate them to contribute – you need to tell stories. Here’s are a few ways how storytelling can impact your email fundraising efforts.
A recent study by the BBB Wise Giving Alliance found that 47% of Americans cite finances and how they relate to overhead costs as the most important measure in determining an organization’s trustworthiness. You must gain their trust before they’ll donate. If you want your appeal to be effective, try to paint a picture of your organization’s overhead costs, but don’t just refer potential donors to detailed financial reports. Paint a vivid picture of how donations are used after they’re received. Use pie charts, case studies, testimonials and videos to show (and not tell) the great work you do.
Instead of reporting your total donations received and thanking everyone for their generosity, show them the outcomes of their contributions. Did last year’s donations results in reduced carbon emissions or provide funding for new technology that resulted in greater productivity?
Explain to your donors exactly how their efforts helped accomplish specific goals. More importantly, show how the positive outcomes you’ve created from fundraising efforts are unique compared to the efforts of similar organizations. Visual content — like infographics and photo albums — can be easily shared to help spread the word about what makes your organization special. When a donor can succinctly explain how their contribution advances your mission, they’ll be more likely to become a repeat donor, which is always a good thing.
The way your organization operates is largely dictated by the content of your mission statement. It should obviously be inspiring, but it also needs to be measurable.
Regardless of your cause, your mission statements needs to specifically measure how you’re making the world a better place. Make it easy for your donors to see just how their charitable contributions advance this mission. If your mission statement lacks some form of measurement, it’s probably time to do some editing. Make it read so that it metaphorically slaps your readers in the face with the impact their donations will have. Once your mission statement reflects this, make sure it’s prominently displayed online and in emails to remind potential donors just how they can help make a difference.
What other types of strategies have you employed to increase fundraising?
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