Simply getting emails out the door can be a challenge for nonprofits. Crafting relevant, interesting email on a regular basis? A nice idea, but near impossible for some nonprofits.
Actually, it’s a common challenge for all email marketers. Sending the right message to the right constituent at the right time can be almost impossible to organize manually.
But, what if it didn't have to be that way?
In their gigantic 2011 email benchmark report, Marketing Sherpa indicated the most effective way to improve email message relevancy was to automatically send email based on triggers.What's a triggered email campaign? It's a series of emails automatically sent in response to a certain action.
Brand marketers use triggered email campaigns to welcome new email subscribers, deliver birthday offers, and re-engage those who abandoned shopping carts. And for brands, they work.
According to an Experian Marketing Services report, welcome emails have 10x higher transaction rates and revenue than bulk emails. They also have 5x more opens and 4x more clicks. So does this mean nonprofits will see 10x more donations from triggered welcome emails? Maybe not. But these stats show how receptive people are to email after they've take an action. For nonprofits, that may mean more event registrants who then volunteer. Or new donors who then become sustaining donors. Or members who then like or follow you on social media.
So what would triggered email campaigns look like for nonprofits? Here are 10 examples:
As you can see, triggered emails allow nonprofits to not only strike while the iron is hot, but also deliver extremely targeted, timely, relevant messages. They also help cross-promote other channels and engagement opportunities.
And best of all, they're automated! As long as your email tool integrates with your CRM, the emails will go out on their own. The work is done upfront. Mostly you decide what content to deliver for each action, coordinate them with other emails and review metrics periodically. But once set up, triggered emails can be an invaluable tool to engage, cultivate, and convert your constituents.
This post originally appeared on npENGAGE.com, written by Mike Snusz.
This work is published under a Creative Commons Attribution-NonCommercial-NoDerivs 4.0 International License.
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