What motivates donors to give? What inspires your customers to clickthrough some emails but send others to the recycling bin?
While there are many elements that make up email marketing, the simplest, and the most impactful to the bottom line, is the messaging.
In this Web clinic, we stepped out of our own labs to explore one of the most interesting email nonprofit tests we’ve seen in recent years.
Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter, taught three lessons he learned from a test that generated a 380% increase in revenue per email for an American think tank.
What can marketers learn by evaluating tests from nonprofit organizations? Nonprofits face the challenge of converting on perceived value — meaning that they lack an actual product or service to sell. If you can understand why people donate to a nonprofit, you can understand how to ramp up the perceived value of your own product or service’s actual value.
Credits:
Presenters
Tim Kachuriak, Chief Innovation Officer, NextAfter
Jon Powell
Writers
Ken Bowen
Video Production and Editing
Dennis Beard
Brent Knauff
Tara Marotta
Luke Thorpe
Technical Production
Steven Beger
Kayla Cobb
Shelby Dorsey
Jessica Lorenz
Regina Love
Christine Risberg
Joey Taravella