Industry Spotlight: Email Marketing at Nonprofits

Every industry does email marketing a little differently. They have different goals, different business models, different conversion channels, different offers, and on and on. That’s definitely the case with nonprofits.

Nonprofits tend to be fairly small compared to businesses in other industries. Their organizations are usually driven primarily by donations, and therefore the end of the year is a key time period for them.

As with other organizations, email marketing is critical for nonprofits. Nearly 79% of nonprofits say email marketing is important to the overall success of their organization.

However, nonprofits are especially challenged when it comes to email resourcing in terms of staffing and tools. That has led to major challenges and only 44% of nonprofits saying their email program is successful.

In this Industry Spotlight on Email Marketing at Nonprofits, we’ll look at a range of email marketing issues, including…

>> Read the entire post on the Litmus blog

NextAfter’s Generosity Freakshow Podcast: Optimizing Email with Chad White from Litmus

I recently joined Brady Josephson of NextAfter on The Generosity Freakshow Podcast to talk about email marketing and nonprofits. We talked about:

  • Why I wrote Email Marketing Rules
  • Where many brands go wrong with email marketing
  • What’s changed with email marketing over the years
  • How nonprofits’ email marketing programs differ from other industries’ programs
  • My definition of “generosity”
  • And more

>> Listen to The Generosity Freakshow Podcast

Go from Panic to Recovery with This Email Marketing Mistakes Decision Tree

Oh, no. You’ve just realized that you made a mistake with your latest email marketing campaign and the panic is starting to set in. What do you do next?

Take a deep breath and refer to this decision tree from our latest report, How to Recover from Email Marketing Mistakes. This decision tree will take you step-by-step through six questions that will help you decide how to recover from this mistake quickly and with as much grace as possible.

>> View the decision tree on the Litmus blog

The Last Word on September 2018

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Adobe gets its company, snaring Marketo for $4.75 billion (TechCrunch)

Say Goodbye to Inbox by Gmail (TechCrunch)

Mark Ritson: We’re a very long way from declaring marketing a science (MarketingWeek)

This is why customers hate your emails (Smart Insights)

Insightful & entertaining tweets

Noteworthy subject lines

Levi’s, 9/24 – Register to vote. Make a difference.
J.Jill, 9/5 – When women come together to help women, it works.
Feeding America, 9/17 – Carolinas battered by Florence. Help now.
GapKids, 9/15 – Get ready for Halloween with these spooky styles
ThinkGeek, 9/25 – 25% off Easy Costumes gives you a head start on Halloween!
PepsiCo, 9/5 – NFL Party Boxes are here!
Lenovo, 9/11 – Introducing Smart Display with Google Assistant, 9/25 – Collector Alert: 98-100pt Wine List
Costco Wholesale, 9/26 – FREE White Glove Delivery on Select Patio Furniture! Plus, New Savings on iPads Start Today!
Lenovo, 9/26 – Who likes to wait? Shop Quick Ship laptops for same day shipping!
REI, 9/20 – More Puff, Less Fluff
Saks Fifth Avenue, 9/1 – Knit-picking: 3 looks we’re obsessed with
Nike, 9/11 – Trending: utilitarian style
Banana Republic, 9/13 – Vegan suede is in for fall
Crate & Barrel, 9/17 – Tabletop inspo: Mixed metallics.
ModCloth, 9/7 – Are you a layer lover?
Urban Outfitters, 9/6 – How many sneakers is too many sneakers?
Chipotle, 9/24 – The hardest ingredient to pronounce at Chipotle is…
The North Face, 9/8 – Walk a mile or twenty…
Saks Fifth Avenue, 9/8 – These will out-dress the other guests…
Monterey Bay Aquarium, 9/22 – Overload your inbox with sea otters!
Clinique, 9/8 – Why oily skin needs a moisturizer.
Pier 1, 9/13 – 3 ways to be the best host this fall!
Net-a-Porter, 9/30 – Try this new color power pairing
Jetsetter, 9/28 – 8 Bucket-List Trips in Europe That Will Change Your Life Forever
Williams Sonoma, 9/1 – INSTANT POT SALE + Delicious Recipes to Try!
Barneys New York, 9/7 – Fashion Horoschopes: Find Your Perfect Fall Outfit
RH, 9/30 – Introducing Our Fall 2018 Interiors Source Book
Victoria’s Secret, 9/17 – The Sexiest Show. The Sexiest City.
See’s Candies, 9/27 – Love candy? We’re hiring, join our sweet team!

New posts on

Email Briefs: Why You Should Use Them and What to Include in Them

Report: How to Recover from Email Marketing Mistakes

The Rarest and Coolest Defensive Design Tactic: Email Pixel Art

Switching ESPs: What You Should Expect

Leadership Brief: Why a Lack of Email Marketing Mistakes Is a Red Flag

The Last Word on August 2018

6 Ways Nonprofits Can Improve Their Email Creation Process

Nonprofits perform life-changing work, and email marketing is a key way for them to rally people to their cause, raise funds, and direct action. However, nonprofits’ operations are notoriously lean. That is definitely the case with their email marketing operations, according to the responses of more than 240 nonprofits who took Litmus’ 2018 State of Email Survey.

In this infographic, we highlight some of the unique challenges that the email teams at nonprofit organizations face. In collaboration with nonprofit research consultancy NextAfter, who promoted our survey to their community members, we also offer advice on six ways that nonprofits can improve their email programs.

>> View the infographic on the Litmus blog

The Trends Transforming the Email Service Provider Landscape webinar recording

Email service providers are the technological foundation of the email industry—and the biggest line item in email marketing budgets. With so much on the line, it’s no surprise that frustrations with ESPs run high.

In this webinar, Community & Product Evangelist Jason Rodriguez and I share findings from our first-ever State of Email Service Providers report, along with insights from other research we’ve done. You’ll learn…

  • What’s driving—and likely to keep driving—consolidation in the email service provider industry
  • Which ESPs are the most popular among brands in different industries, geographies, and more
  • What’s involved with switching ESPs
  • How to get more out of your current ESP

>> Watch the recording, download the slides, and read the Q&A on the Litmus blog

Why You Should Be Creating Email Briefs and What to Include in Them

Every marketing email your brand sends should have a clear purpose and a sound strategy behind it. A powerful solution to ensure that this happens is to create an email brief for every email you create. An email brief should outline the email’s goals, audience, messaging, timing, key performance indicators, and other important details.

Creating email briefs during the conception stage of email creation ensures that all stakeholders agree on the purpose and plan for the email. Email briefs then act as a North Star for the email as it goes through the production process. Copywriters, designers, and developers can refer back to the email brief to ensure what they’re doing is appropriate and that there’s no scope creep. And then at the end of the process, the final email is checked against the brief to see if what was delivered was what was asked for.

Email briefs are essential for agencies, who need clear guidance on the scope of the emails they’re creating for their clients. However, email briefs are valuable for all email marketing programs, especially if your email program is high volume, has a large team, or works with many stakeholders.

The majority of brands use email briefs, according to Litmus’ 2018 State of Email Workflows report, which is based on our State of Email Survey of 3,000 marketing professionals worldwide. And the roughly 20% of brands who use email briefs consistently see huge benefits. Marketers who describe their email marketing programs as successful are 81% more likely than those at less successful programs to create an email brief for every email they produce (24% vs. 13%).

Here’s what you should include in your email briefs…

>> Read the full post on the Litmus blog

How to Recover from Email Marketing Mistakes

Email marketing mistakes are not a matter of “if,” but “when.” Email is so complex, turn-around times so short, and frequencies so high that it’s impossible to avoid mistakes completely. The best you can hope for is to keep mistakes infrequent and small, and then to manage them quickly and recover with a degree of grace when they do happen.

In this report, we discuss a decision framework that will guide you to a response that’s appropriate for the error made, so you can minimize the impact of mistakes while also avoiding overreacting and potentially making the situation worse.

We walk you through each step of the framework and along the way share real-life stories of email marketing mishaps. Some of these stories received media attention; some are incidences we’ve noticed over the years; and others are from brave members of the Litmus Community who have come forward to share their scars and lessons learned.

We hope the insights and stories in this report help you learn from the mistakes of others and put better systems and checks in place at your company to minimize the frequency and scope of future email marketing mistakes.

>> Download this free report

Email Pixel Art: The Rarest and Coolest Defensive Design Tactic

Image blocking is common, with some email clients disabling images by default and some subscribers turning off images to save mobile data or for other reasons. Because of that, email marketers need to use defensive design techniques to ensure that their message is conveyed when images are disabled.

Defensive design consists of three key tactics:

  1. Using HTML or live text as much as feasibly possible, instead of embedding all of your text into your images
  2. Adding ALT text to your images—or better yet, styled ALT text
  3. Using background colors on table cells

Let’s focus on that last tactic. Adding a background color to a table cell creates banners, content blocks, and is essential to making bulletproof buttons.

That’s great, but background-colored table cells can do more—much more. In addition to being used along with HTML text to create email content that is unaffected by having images blocked, table cell background colors can be used as a fallback for images. You do this by creating a mosaic out of a series of nested tables with background colors applied to the table cells. You then slice up the image so that each slice fits perfectly into the table cells of your mosaic. That way, when the overlaying image is blocked and disappears, the underlying mosaic of colored table cells appears.

>> Read the full post on the Litmus blog

The Trends Transforming the Email Service Provider Landscape

ESPs are the technological foundation of the email industry—and the biggest line item in email marketing budgets. With so much on the line, it’s no surprise that frustrations with ESPs run high.

Marketers told Litmus that limitations with their ESP was third on their list of biggest challenges for 2018. And 16% of brands said that changing ESPs was on their list of email marketing priorities for 2018. But how do you pick the right tool for you? And is switching ESPs even the right call?

Based on findings from Litmus’ first-ever State of Email Service Providers report and additional research, this webinar explores the data and trends that shape the ESP industry to help you understand…

  • What’s driving—and likely to keep driving—consolidation in the ESP industry
  • Which ESPs are the most popular among brands in different industries, geographies, and more
  • What’s involved with switching ESPs
  • How to get more out of your current ESP

The Trends Transforming the Email Service Provider Landscape

Sept. 27, 2018
12pm ET / 9:00am PT / 4:00pm GMT

Your Presenters:
Chad S. White, Research Director, Litmus
Jason Rodriguez, Community & Product Evangelist, Litmus

Can’t make it on Sept. 27? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar


Get every new post delivered to your Inbox

Join other followers