It starts with Email marketing…
I’ve been running Digital PUSH and email campaigns for 15 years now and for the first 13 years email smashed everything else in terms of conversion.
Search will beat email for a Pull strategy (when people have a need and are actively looking), but email was always your strongest digital channel for donations.
I knew email back to front. I could safely predict and forecast results but in the last 2 years this has changed.
Email open rates have plummeted – across all sectors.
You’ve always had to have good content and a compelling call to action to get an Email click – but click rates have also dropped significantly.
In some ways this has been a good challenge. It forces me (and you) to focus on better engagement and more personalised content. I’ve spent 3 years now improving landing/ donation page experiences to increase the conversion rate.
Campaign Monitor’s 2019 Digital Predictions
So – when I got this email from Campaign Monitor about the “Top 4 Email Marketing predictions for 2019”, my interest was peaked.
I don’t agree with all of them, but it’s a good read and they clearly articulate WHY your organisation should be paying attention, planning for and using these digital tools & tactics.
What I DO AGREE WITH is the insights and trends that are driving the change and this is why I think you should read the article. Read more →