[an error occurred while processing this directive] Baker's Dozen
Key Marketing Ingredients for Non-Profits

By:  Todd Baker

100 Successful E-Marketing Campaigns

After conducting 100 e-marketing campaigns for some of the largest organizations in the country, Grizzard has now compiled a list of the best elements of a successful e-campaign.  The primary purpose of these campaigns has been to drive new Web site traffic that will help clients acquire new customers and/or donors.  IN the next Baker's Dozen article, we will be covering E-Retention Marketing, "online cultivation strategies."
  1. Use your brand identity (name) in the subject line of your e-mail.  Organizations that have invested time, money and energy in building name recognition and brand loyalty invariably enjoy more success when they do this.  Increasingly, people are leery of e-mail that comes from an unknown source.

  2. Use multiple hyper links in your e-campaigns and make sure you place your own Web site's hyperlink up front, ensuring that it is a one-click link; don't make your target audience hunt around your Web site.
  3. Make sure your "Jump Page" can deliver.  Once your e-mail recipient links to your Web site, he or she should go immediately to a Jump Page.  This is a page designed specifically for your promotional efforts.  To have such a page makes sense, yet most people do a poor job in this important area.
  4. Use different URLs for each distinctive e-marketing campaign you perform.  This will ensure each campaign is measurable.  In addition, ensure your Web site can track your visitor/customer's behavior through an e-customer intelligence application.  This will tell you vital information about your customers and will help shape and grow your Web site focus.
  5. We are often asked, "Which is more effective - HTML or text-based promotions?"  Our research indicates that HTML is winning easily.  This makes sense, since with HTML you are able to use more and better colors and animation.  One caution:  not all list managers are able to accommodate HTML at this time.
  6. Utilize underline, bullets, bold and color in your campaign.  Here, many of the basic principles of Direct Mail strategy can be applied to your e-marketing effort.  Do not, however, use the word "free" in your subject line, since some ISPs and organizations will regard this word as a red flag for spam, making it doubtful that your communication will get through.
  7. Give your target audience multiple ways to respond within the e-campaign itself, such as email and a toll free number, with contact name, street address, hyper link, etc.
  8. Only use opt-in email lists.  Today, it is more important than ever to respect people's privacy.
  9. The introduction line should be at the beginning of the message to ensure that your target audience knows it is receiving a campaign communication from someone that they know.  Make it very clear who you are, and why you are writing.
  10. Make sure the e-marketing partners you use are well known and respected.  As to see their privacy statements.  Also be sure to provide and opt-out opportunity at the end of your message.  This will enhance your communications.
  11. Be creative.  If your nonprofit is responding to something in the news, quickly send an e-marketing campaign "button" to Web masters.  Immediately, your button should appear on thousands of Web sites.
  12. Before you launch your e-campaign, insist that your e-marketing partner perform a test run on a "seed" list that you provide.  In addition, test a sample from each new list, and visit the list owner's Web site for a better understanding of how that list is compiled and organized.
  13. Be sure your Web site is 100% ready to receive visitors.  If it still needs work, make sure it is complete, to your satisfaction before you begin your e-marketing.  You only get one change to make a good first impression.
Finally, we encourage you to let Grizzard be your e-marketing partner.  One hundred satisfied clients before you can't be wrong.

Grizzard, an MSGi Direct Company, is a full service direct marketing and advertising agency, assisting clients throughout North America.  For more information on creative Internet marketing strategies for your nonprofit call Todd Baker at 800/325-4892.  Or write him at tood.baker@grizzard.com.  Visit our Web site at www.grizzard.com.

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