Compelling Content, Downloads Top Performing Email Marketing

Whether you market in the B2B or B2C space, you likely use email as a primary tactic for lead generation. When used properly, attribution can be tracked from the email open rate to the site visit, and eventual appearance in-store or on your client list. In fact, in 2017, 205 respondents representing Business to Business marketing professionals named email as their top lead generation tactic.

So what should your email include in order to perform better than your competition? With surveys, trivia, or games and loyalty programs at the bottom of the list, many of the ideas that once served you well are becoming obsolete.

Compelling Content for each
Stage of the Buying Process

B-B2Bemail-icon-1content Compelling Content, Downloads Top Performing Email Marketing

56% of respondents named compelling content as the number one priority of any email campaign. Your customers will grow to trust that opening your communications provide a benefit. This may take time and dedication, but loyal clients are well worth it.

Downloadable Content

B-B2Bemail-icon-2download Compelling Content, Downloads Top Performing Email Marketing

Offer the material they just read as a download. But be sure you aren’t just restating already consumed content. The download should be more illustrative, provide further insight, or some other element to surprise and delight the audience — rewarding them for their click and print.

Audience Segmentation

B-B2Bemail-icon-3audience Compelling Content, Downloads Top Performing Email Marketing

Not everyone cares about every topic, and your audience should be able to opt in or out by sharing their preferences. You don’t want to send an existing client the introductory offer, or the new client the 20% off for the item they just purchased. Know who you are messaging, and be sure the content of the email is relevant to him or her.

Automations

B-B2Bemail-icon-4automations Compelling Content, Downloads Top Performing Email Marketing

Emails should be sent to your clients based on actions they took, or “triggers.” Take the thank you email, for instance. The completion of a transaction should always trigger a message of genuine gratitude for their business, without the hope of something in return.

80% OF MARKETERS IN NORTH AMERICA NAME LEAD GENERATION AND BRAND AWARENESS AS THEIR TOP REASONS FOR CONTENT MARKETING. Begin with these tips for your email campaigns, and measure the results. You’ll find what others have found — that compelling content curated for your exact customer will build trust and the feeling of “special.”

Learn More:

Your Biggest Marketing Challenges

If you are like most marketing professionals, you know that the list of challenges is long and sometimes overwhelming. As life-long practitioners of the craft, we seek ways to make things easier, better, convert more readily, generate more sales. We champion brands, strive for awareness, and pain to grow engagements. But we aren’t alone. From a North American survey of marketing pros, here is their list of challenges. Maybe it mirrors your own.

B-MarketingChallenge-graph Your Biggest Marketing Challenges

Source: Statista

Learn More:

How Much of Your Budget is Digital?

In December of 2016, just 25% marketing budgets averaged 70% of their dollars to digital efforts. 11% of those polled responded their budget less than 10% digital. Yet nearly half of the marketers cited content development as a leading tactic in their marketing.

80% of marketers in North America name lead generation and brand awareness as their top reasons for content marketing. But it isn’t enough to develop compelling and engaging content if you don’t take steps to bring your audience to it.

B-step1 How Much of Your Budget is Digital?

Ensure that your website is mobile friendly. The smartphone is the preferred access point for 87% of users. If your site can’t be easily viewed and your content easily found while in line for coffee, the site and its architecture needs work. You must build the foundation for your business first, and that foundation is your website.

B-step2 How Much of Your Budget is Digital?

Use pixels wisely. A re-messaging pixel is simply a device for finding someone that visited a page of content a second (or third) time. What you re-message these visitors with should be consistent with content they read, and over time introduce new topics and calls to action. These re-messages can drive your audience further down the funnel, introducing concepts or products that will pique interest. But don’t lean to heavily into this budget. Dial the re-messaging up too high, and your audience may be served multiple messages from you on the same page—wasting your precious dollars.

B-step3 How Much of Your Budget is Digital?

Social Media is a great place to start if you haven’t dedicated much of your budget to digital. With it you’ll learn how to target an audience, set a budget, and even list-match. These concepts can be expanded more broadly in digital display messaging, as you (and your budget) are ready. But don’t expect to “post and run.” Social media is a long play: you can’t disappear for weeks at a time. You must pay to play in this space, though you can start very small.

B-step4 How Much of Your Budget is Digital?

Open the digital floodgates. Sync your social media efforts with your digital display ones, using your learnings about what is most engaging. Segment audiences that you know have a propensity to convert, and experiment with frequencies to influence them to do so.

B-stepname1 How Much of Your Budget is Digital?
B-stepname2 How Much of Your Budget is Digital?
B-stepname3 How Much of Your Budget is Digital?
B-stepname4 How Much of Your Budget is Digital?

Whatever your budget, recognize that when used properly, digital can dramatically reduce the amount of waste in your marketing spend, by highly targeting your exact audience and serving messages in their natural internet travels. Lower cost per acquisition? Check.

Learn More:

Technology Changes the Nature of Online Giving

Understanding your audience is the sacred piece of any puzzle. Who are your donors, and what drives them to engage with your organization? What characteristics can you count on your donors to have, and how can you strategize to find more like them? As the digital agency of record for a large mid-west nonprofit organization, Advance 360 began with these questions.

But there were real goals to solve. Donor relations is becoming even more important, but with resources waning, the hand-to-hand nature of these relationships is being eclipsed by a desire to drive transactional gifts. These automations, when done well, can still feel personal, allowing staff the time to concentrate on the kinds of relationships that might still require them to be present.

Such was the case for our client.

B-Nonprofit-GoalTx Technology Changes the Nature of Online Giving
B-Nonprofit-GoalDonate Technology Changes the Nature of Online Giving
B-Nonprofit-GoalRev Technology Changes the Nature of Online Giving

This activity was generated in Q4, 2017, and compared to the same periods of the prior year.

B-Nonprofit-ActivityPie Technology Changes the Nature of Online Giving

Creative Strategy

These results represent a creative shift as well. With the personal connections missing, it became increasing important for the creative to generate the emotion that might have been conveyed by discussion. Stories about how contributions served individuals in the community became the currency of the engagements. Multiple stories were tested, and determinations made on the value of each based on their conversion metrics. Optimizations were performed in accordance with the best performers, amplifying the work of single stories and pieces of creative over time.

B-Nonprofit-ConvFunnel Technology Changes the Nature of Online Giving

Notable

As is often the case in nonprofits, budgets must be fluid based on audited revenue from previous years. In Q4 2017, the organization needed to decrease spending by 20% over 2016. Even with this decrease, the Return on Investment (ROI) improved by 2.8 times.

B-Nonprofit-Notable Technology Changes the Nature of Online Giving

For NonProfits: The Importance of Understanding Your Donors and Their Motivations

To well-informed marketers, it’s no longer a question of whether they should be diving into digital marketing. The answer to that is a resounding “YES!” The question now is: “How do I integrate digital marketing into my organization’s strategy?” While this is a valid question, marketers should be asking an even more important question before even considering the development of their digital marketing strategy: “Who is my audience?” 

Many nonprofit organizations assume they know who their donor audience is, and develop strategies based on these assumptions. There are two problems with making these assumptions: 

1. How do you know these assumptions are accurate? 

2. Even if these assumptions have been accurate in the past, are they still accurate, and will they continue to be accurate in the future? 

This lack of audience clarification is an important reason why it is crucial for a nonprofit to define its donors. 

Data is one of the most important parts of any digital marketing strategy. Eighty percent of nonprofits use donation amount as their primary, and often only, data point for their targeting strategy. Only 34% use age and birth year data in their targeting. In order to more effectively increase engagement and conversions, nonprofits need to expand their use of data. 

Rather than blindly sending out a message to any available audience, a data-driven strategy can be used to identify and target specific segments of donors. For data to make sense and be valuable, you need to have numerous and accurate data sets. Think of data like a black and white picture. Adding one set of data – like donors – would be like adding the color red. Another set of data, possibly social media followers, would be green, and then adding a third set of data would be like adding blue. Suddenly, you have a full scale color picture. When you analyze and organize the data, it’s like adding a nice frame around it and now the picture is ready for viewing. 

When an organization truly understands its donor base, everything can be planned around those audience members and what they’re looking for. Content can be created that speaks to what’s important to them and what drew them to the organization in the first place. E-newsletters can be timed to agree with a donor’s schedule and filled with content that is important to them. Social media interactions can be more meaningful and create further conversations through sharing. The fact of the matter is that people are more likely to respond to campaigns that resonate with them. More than just knowing an audience, digital marketing helps build strong, loyal, and long-term relationships with donors, so they feel a connection to the organization and continue donating on a regular basis. By knowing who donors are on a more specific level, organizations can understand their habits and behaviors, and relate to donors even more.