Yes, Your Open Rates Are Wrong. But You Can Still Use Them.
Sep22

Yes, Your Open Rates Are Wrong. But You Can Still Use Them.

I’ve received several emails in response to Tuesday’s post about other ways to measure email engagement asking about the accuracy of open rates. The main concern is that if the open rate data is bad, any additional analysis like I suggested is also bad. For example, you might categorize someone improperly, and more likely as NOT engaged when they actually are. That’s because they may be opening your email, but if...

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The New Email Metric You Might Want to Try
Sep20

The New Email Metric You Might Want to Try

Let’s talk about email engagement. Right now, I bet most of you are looking at your open rates and click-through rates, and maybe your click-to-open ratio. The email service providers spoon feed us those numbers, so they are easy to track. But they don’t really tell us much about the real percentage of people who care about our content. For example, at Nonprofit Marketing Guide, we send an email newsletter every Wednesday....

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Are You Pretending That People Really Want Your E-Newsletter?
Sep13

Are You Pretending That People Really Want Your E-Newsletter?

This week’s cartoon from Marketoonist made me laugh out loud . . .   You know why. Replace the Sale bag with a Donation Jar or a Volunteer Sign-Up form or any other nonprofity transaction tool and it’s pretty much the same cartoon, right? But you don’t have to feel that way, and you shouldn’t, if you follow the approaches we talk about here all the time at Nonprofit Marketing Guide. Earlier this summer, I...

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Should You Use Pre-Checked or Unchecked Opt-In Forms?
Aug08

Should You Use Pre-Checked or Unchecked Opt-In Forms?

Susan King Cope, the director of development at  Carolina Tiger Rescue recently sent me this question: Right now, we provide tours and folks provide their contact info when they check in.  We are currently using an “opt out” function. (check here) I do not want to receive mailings (check here) I do not want to receive emails But we wonder if this is the best way to collect interested prospects.  And are we following best practices...

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What to PUT in Your Newsletter
Jun21

What to PUT in Your Newsletter

Puzzling over what makes really good newsletter content, especially in email?  It’s really not that hard. People like email content that is Personal, Useful or Timely . . . or PUT. Make your newsletter more Personal by Sending from a real person with a functioning reply-to address. Segmenting your mailing list so you can send people content that’s more relevant to them. Merging in personal information like a first name or...

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Your E-News and Social Media Should Get Married. Really.
Apr13

Your E-News and Social Media Should Get Married. Really.

If your nonprofit is still doing an e-newsletter over here and doing social media over there, as if they were two people who only occasionally glance at each other from across the room, you have some matchmaking to do. It’s time to marry your e-newsletter and social media strategies. Think about it: for most nonprofits, email and social media are the two primary channels through which you regularly update your community of...

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