I signed up to 100 charity email lists

Glyn Thomas

Email: glyn@glyn-thomas.co.uk
Twitter: @glynmthomas

Why?

1. Deliverability

2. Welcome journey /
first 8 weeks

3. 'Email doesn't work for fundraising.'

Two email addresses

  • One for general sign up forms
  • One for petitions

Which organisations?

  • A mixture of small, medium & large
  • Organisations that do some campaigning/advocacy

The rules

  • Tried again next day if it didn't work or couldn't find the form
  • Only filled in mandatory form fields
  • Only opted in to receive emails

What happened?

 

98

  • 1 form broken
  • 1 form so complicated I gave up

13

  • could not find a way of getting on the email list
  • found other organisations instead

3

  • required me to create an account

17

  • not one single email
  • no confirmation
  • no welcome 

2

  • no email
  • a letter in the post

Welcome emails

  • 31 - no welcome email
  • 48 - one welcome email
  • 2 - two welcome emails

29

  • sent welcome email
  • no email since

19

  • one email a month

9

  • one email a fortnight

18

  • one email per week

6

  • two emails per week

Deliverability

  • 51% of emails go to promotions
  • 48% go to main inbox
  • 1% spam

Emails in promotions tab

Heavily branded template

  • Around half the emails in promotions
  • Banner at the top
  • Lots of images

No preheader text

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Logo

Salutation - not personalised

Dear Supporter

Dear Friend

 

Emails in priority inbox

 

Simple template

1-2 images

Logo

 

Preheader text

or the first line of the email at least

 

Confirmation

  • Double opt-in
  • 30%
  • More than half went to spam

Email content

  • 36% of emails were predominantly donation asks
  • 26% of emails were newsletters
  • 20% of emails were campaign actions
  • 9% of emails welcome emails
  • 9% reporting back

16

  • First email I received was a donation ask

6

  • All I received was donation asks

Reactivation

5 top tips

1. Test the sign-up process and how emails look in different email clients regularly

2. Keep your email templates and designs simple

3. Email more frequently, especially during first 8 weeks (welcome journey)

4. Include plenty of opportunities for supporters to engage actively with your content

5. Be strategic with the donation asks - use email to create a dialogue and build a relationship with supporters

Thanks for listening!

glyn@glyn-thomas.co.uk

 

100 email lists

By Glyn Thomas

Private

100 email lists

Charity Meeting March 2018

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