It’s time to go behind the scenes with the Informz team again in another Informally post! Today we’re chatting with Emory Davis, eMarketing Advisor at Informz.
I am the eMarketing advisor for Informz’s West Coast clients. My job is to help my clients make the most of Informz and support them any way I can, whether it is with technical issues or their email marketing strategy. I am here to make their lives easier!
For just over a year now – I started in December 2012.
I love the problem solving aspect of this job – every day there is a new puzzle to work on. Sometimes it’s technical, like sorting out a problem with HTML code, other times it’s figuring out a creative way to achieve an emarketing goal.
I don’t think I could pick just one place, but if I had to narrow it down, I would really like to visit more of the national parks here in the US, especially out west, or go on a European food and beer tour.
Yet another question where I can’t pick just one answer! I love Arrested Development and Breaking Bad. I am currently anxiously awaiting the return of The Americans. I’m also a total PBS junkie and can always watch shows like Frontline, NOVA, PBS Newshour… yes, I am a nerd!
That’s easy – read and cook. Both outside if weather permits.
I actually don’t have anything major on the horizon right now, which is fine with me – no stress! I am looking forward to going down to New York City (where I went to college and worked before moving upstate) soon to visit friends and hit up my old haunts.
“Do I want to be loved? Feared? Well, both. I want people to be afraid of how much they love me.” –Michael Scott on The Office (clearly I do not take myself too seriously)
Integrating communications channels is one of the best ways to maximize your message’s impact and save time. Beta Theta Pi, an international college fraternity with a mission of developing men of principle for a principled life, runs the annual Beta Leadership Fund appeal, which combined with planned gifts from alumni, undergraduates, parents and friends, allows the Foundation to subsidize current and future educational activities of the Fraternity.
Beta Theta Pi used the Informz email marketing platform as a part of a blended fundraising strategy to raise $300,000 for their annual fund in one month. Their targeted, integrated email strategy coincided with other fundraising efforts such as direct mail asks, social media outreach and phone-a-thons. I recently spoke with Ryan King, Director of Advancement at Beta Theta Pi, when putting together It’s Easy Being Green, an eBook for organizations who are looking for new, innovative ways to create efficiencies that will save them time and bring more green (money!) to their bottom line.
Ryan King, Beta Theta Pi: We chose to integrate our database with email marketing because it allows technology to handle the day-to-day data management of contact information that oftentimes can be overlooked without an integrated system. Our electronic communication efforts are also more tailored to our constituents and allow them to take actions, such as updating contact information, making a donation, registering for an event, or even managing personal communication preferences.
RK: The overall experience for our constituents is more user-friendly and personally customized with an integrated system. Using various “constituent sub-sets,” we are able to target our strategies to specific audiences, which ensures we limit unnecessary overlap in communication and the end user receives a more personal message from us. Using a preferred name, donor history information, and/or references to one’s school of graduation are things that an integrated system allows us to include in both our messages, and in auto-populated giving or event registration forms (which again improves their experience). In the end, an integrated system helps us instill confidence in our members that we have our act together and that we try to ensure their experience as a user is as personalized and efficient as possible.
RK: Always prioritize integration in technology purchase decisions. Yes, the initial implementation will be more difficult, but will pay for itself more times over. Make sure you’re taking advantage of any tax-breaks or non-profit discounts that IT vendors offer. Look for opportunities to consolidate services and vendors wherever possible (e.g. can your Internet Service Provider also provide your voice telephone lines?). Spend time on training that is customized to staff’s specific job and make sure they are able to help themselves for lower-level questions. Don’t forget this when there’s staff turnover. Maintain metrics (volumes, outages, usage) on all IT services. Use this to spot trends and anomalies as well as be prepared to take advantage of any surprise opportunities that vendors may present. Document everything.
Pretty impressive! To learn more about how Beta Theta Pi has justified the importance of integrated email marketing, check out their Informz Client Success Story or download your free copy of It’s Easy Being Green, an eBook full of 50+ ideas to help you generate non-dues revenue, a ROI tracking guide, communications calendar template, real-life success stories, mobile meeting info, and more! Check out the eBook today.
This month’s data piece looks at results by number of links and how the number of links affects click rate. Not surprisingly, the more links an email contains, the higher the click rate tends to be.
“How do I improve my click rate?” is one of the top questions we’re asked, and looking at this data will give you our number one tip: make sure you’re adding links — a lot of links — to your emails! If you aren’t giving readers anything to click through to, your click rates are going to be nonexistent. Also consider how you format your emails. One of our clients, Visit Loudoun, had very low click rates, in the 4-7% range, and realized that the format of their enewsletter wasn’t conducive to getting readers to click. They used the content manager tool in Informz and shortened news stories and moved full stories to landing page, and their click rates soared. I’m not talking about a minor lift. Click through rates increased 514%!
If your message has one call to action (which we highly recommend!), that doesn’t mean your email needs to have one single link. Take that single URL and go link-crazy. Link the text, link any images, or try using a button. Link at the top of the email, in the midsection, and at the bottom. You never know where folks are most likely to click or what their eyes (or fingers) are drawn to.
We know that 18.03% is the average click rate for associations. How do your click rates compare to this? If they’re above average, what tips and tricks can you share that others with find useful?
It’s Easy Being Green was written with busy marketers in mind. In the eBook, we share ideas that will help you create efficiencies to save time and one of those is by getting organized with a communications calendar. If your marketing department is anything like ours, staying organized is absolutely critical. We’re a small (but mighty!) department and we have a lot of activities to create, manage, and deploy. Without a master communication calendar, we would be lost, and we certainly wouldn’t be as efficient.
With so much going on, and overlapping messages going out from multiple channels, it’s always a good idea to have some type of tool to keep you (and your team) organized. We suggest that you put all of your communications efforts on the calendar, and things that affect your communications on it, too. For example:
preview of the worksheets found in the eBook
If you’re an Informz client, the communications calendar right within Informz is a great tool to help you keep track of your email campaign schedule. You can even add non-Informz activities. It’s an Informz Superfan favorite.
For more time-saving tips and revenue generator ideas, download your free copy of It’s Easy Being Green, an eBook full of 50+ ideas to help you generate non-dues revenue, a ROI tracking guide, communications calendar template, real-life success stories, mobile meeting info, and more! Check out the eBook today.
Informz is committed to helping our environment. Our offices are 100% wind powered and we pledge to plant 10 trees for every new client!