I love a good list and, I suspect you do, too. However, even the best of lists can sometimes feel a little long. That’s why I took Exact Target’s fantastic list of 50 Email Marketing Tips and Stats for 2014 and boiled it down to three key takeaways for nonprofits.

My top three takeaways (in bold) supported by Exact Target’s list include:

Don’t fret the small stuff. For example, panicking over the changes to Gmail Tabs is a moot point if your organization’s emails aren’t optimized for mobile. (More on that here from Scott Gilman)

  • A whopping 66% of Gmail opens occur on mobile devices, with only 19% opened in a web browser (Litmus)
  • The #1 email client for Gmail users is the iPhone’s built-in mail program, with 34% of all Gmail opens. (Litmus)
  • According to Google, there were more than 425 million active Gmail users as of June 2012. According to email testing and tracking service Litmus, approximately four percent of all email opens can be attributed to Gmail webmail users, as of June 2013.

If you’re not learning, you’re not growing. Start with the simplest of tests (e.g. subject lines) before building your knowledge-base utilizing testing frameworks.

  • 33% of email recipients open email based on subject line alone. (Convince & Convert via Salesforce.com)
  • Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report)
  • Recipients often only read the subject line or the first few lines of an email. Include your CTA early on in your email.

It’s not a question if the mobile revolution is upon us (because it already is!), but how your organization will embrace it (hint: think content strategy).

  • In a world where smartphone penetration in the US has reached 55%, marketers can no longer afford to think of email messages in terms of “mobile” and “non-mobile.” The reality is that subscribers will likely view your messages on a wide variety of devices—including desktops, laptops, smart phones, and tablet computers.
  • 64% of decision-makers read their email via mobile devices. (TopRankBlog)
  • When planning content for a multi-device experience, your most important content should come first. Think back to the top-down hierarchy taught in basic journalism—what do you most want your readers to see?
ABOUT THE AUTHOR

Chas  Offutt is a senior fundraising and marketing professional with more than 10 years experience in the nonprofit sector. He joined Convio, now Blackbaud, in 2008 and has worked with more than 75 clients across all verticals to develop and implement acquisition campaigns, fundraising strategies, and integrated marketing programs. Prior to his current position, Chas was the Director of Internet Strategy at American Rivers where he was responsible for the management and execution of all online programs.

Chas has spoken at the Association for Fundraising Professionals (Greater Atlanta Chapter), Convio Customer Summit, NTEN, Blackbaud Conference, Forum One Communication’s Web Executive Seminar, and other public speaking engagements on a variety of topics including mobile fundraising, generational giving, and online marketing strategies.

Get nonprofit articles, best practice advice, fundraising ideas and invaluable industry reports and webinars delivered for free!