TSA The Department of “Strategery” E-Marketing Tips for Non-Profits PRESENTED BY: Jamie Schneider E-Marketing Specialist
Behind the Scenes • $7 M annual budget • $6 M earned income • Tessitura (CRM) • Wordfly (email deployment system) • 750 + events year round • No federal funding • 70% sales online, membership based •$365K marketing budget • $16K e-marketing budget • $347K direct mail & other costs
What looks like a duck, quacks like a duck, but isn’t a duck? • Core Product – Lectures and Seminars •Science, Lit, Art, History, etc. • Smithsonian Summer Camps • Smithsonian Sleepovers • Discovery Theater • National Outreach • Civil War Studies • Art Collectors • Mingles at the Museum • SMITHSONIANat8 • Studio Arts • Study Tours • Performances – concert series
The Weight of It All • 800+ manual campaigns a year • 65+ emails a month • Does not include triggered emails • 4M emails per year • 100K Good email addresses in Tessitura • Email approx 75K patrons a month • On average patrons receive 2-4 emails a month
Emails, Emails, Emails‌ Sales-focused eAlerts for EVERY topic
Patrons can opt-in to over
31 topics!
Other Types of Emails • Membership reminders (eRenewals) • Newsletters • Customer service • Event changes • Waitlist • Special alerts • Development • eAcquisitions
Triggered Emails Triggered emails automatically deployed based on patron actions • Examples: – Donor Previews – Welcome Emails – ‘Credit on Account’ – Monthly eGuide – Member Benefits – Activate Your Account
Not Just Another Pretty Face As marketers, we must learn to utilize effective design to communicate the product to patrons in an accessible and meaningful way.
Out with the Old… • Time consuming & not flexible • Not as easy to read, text heavy • Does not reflect artistic excellence • Missing key elements • Tracking links & text version manual
Our Solution‌
In with the New‌
Clear Branding
Clean, Easy to Read
Design is key!
Membership Reminders
Automatic Elements
Tracking Links • http://smithsonianassociates.org/ticketing/tic kets/reserve.aspx?performanceNumber=2239 41&utm_source=wordfly&utm_medium=emai l&utm_campaign=FEB12Travel02.05.12&tmss ource=123456 A BIG TIME SAVER!
Text Version
Bonus Material
Calls to Action
‘Buzz’ Words
Ad Banners
Custom Header Banners
Banners as Branding
Engagement Focused
Intent Social Messages • Empower social advocates • Expand your audience reach • Make it easy • Trackable
Twitter link generator: http://www.zehuti.com/tools/tweet Facebook link generator: http://www.sharelinkgenerator.com/
Speaking of Social Media – – – – –
Tie into larger email/digital strategies Re-use content across all mediums Use a few platforms well Set up conversion tracking Buy your friends
The Science of Social Media – Publishing interesting content expands reach • Highly followed accounts share a lot of links
– Positivity works better than negativity – Asking people to do something works – Don’t crowd out your own content • Tweet other’s links and let your own content breath
– – – – – – – –
Sweet spot for links in tweets is about 25% through the link 120 character tweets are shared more than longer ones Retweet activity is higher on Friday Focus social media on weekends to cut through clutter Visual content is the most popular Write simply and plainly (nouns and verbs) Read The Science of Marketing by Dan Zarrella Follow the Hubspot blog: http://blog.hubspot.com/
Multiple Events
Single Event
Development EOY ASK
Event Invite
Custom Language for Membership Upsells • Based on current level • Conditional coding (if/then logic) • Offers benefits of higher levels • Borrowed from DM strategies
Condenses down to simple message: Or upgrade to the Resident Enthusiast level to purchase five additional tickets at member price. And if you increase your support to the Resident Champion level, you’ll have even more benefits like access to exclusive complimentary tours of Smithsonian exhibitions.
Not Just for Sales & Membership
Customer Service
Credit on Account Dynamic
Intro
4 Options
Call to Action
Support
Welcome Emails • 8 versions • Introduce brand & product • Creating Awareness
eAlerts
Dynamic
Ticket Resources
Associate
Customer Service
Membership Benefits • Custom version based on level • Educates our members about us and their benefits • Members who take advantage of their benefits are happier • Improved renewal rates
Special Promotions • Incentive to join and provide email address • Supports our partnerships with other units • Rewards new members
Tips for Optimizing Emails for Mobile • 42% of Emails Opened on Mobile Devices • Optimize existing emails – Headers: 22+ px – Body copy: 14+ px – Buttons: 44x44+ px
• Focus on main devices – iPhone, iPad, Android
Tips for Optimizing Emails for Mobile • Be Flexible in Your Email Design – Responsive templates will adjust to the width of the recipients screen – Format for mobile first
• Focus on the Sender & Subject Line – 5-7 words for subject line
• Optimized Landing Pages for Mobile.
Challenges: • Scheduling and Organization • Balancing priorities, segmentation and frequency
AND…how to deal with both and still achieve maximum results?!?!
How many cooks are REALLY needed in the kitchen? • 1 manager • Up to 6 active users • Team effort •Pros of Having One Person: • Ease of coordinating cross-departmental efforts • Decision making • Flexibility Don't be afraid to give up the good to go for the great. - John D. Rockefeller
Cons of Having One Person‌.
Solution: Public schedule, multiple users, planning ahead, and having back-up.
Traffic Control & Google Docs • Comprehensive snapshot • Multiple users • Flexible • Color coded • Easy to separate email types for data analysis • Multi-purpose (results) • FREE
Other users
Date updated Results
Start date
Tabs by email type
Key: monitor regularly for optimization opportunities. Most patrons nowadays expect a response when they engage with your website or you send them important reminders—oversaturation is not an issue.
A Method to the Madness The Cycle & Gettin’ it Done • Creation • Proofing • The importance of a deadline • Multiple eyes as a safe-guard • Finalization & scheduling
“If everyone is moving forward together, then success takes care of itself.” – Henry Ford
One Week in Emails
Managing Frequency
• Sales vs. demand (what gets priority) • Long-range goals such as membership • Strong supports the weak
It’s Actually Simple…
Standard Suppressions
Interest Selected Ticket History
• Sales vs. demand (what gets priority) • Long range goals such as membership • Strong supports the weak
Hierarchy of Sales Emails
A total of 5 other emails are suppressed from the Julia Child email.
Evaluating Success • Sales • Open rate • Click-through • Traffic • Conversion
Total Email Generated Revenue FY11-FY13 $975,312.00
1,000,000 900,000
Total Revenue
800,000
$762,459.00
700,000 600,000 500,000 400,000
$347,610.00
Google docs does
charts too!
300,000 200,000 100,000 0
FY11
FY12
FY13
3 Ways to Track Sales • Google analytics • Imbedded tracking codes in links • Free • Automatic or Manual • Tessitura Source Codes (with a CRM) • Imbedded in links • Automatic or Manual • Within an integrated system • Wordfly uses Tessitura source codes • GA and Source Codes Automatic
Average Open Rate Per type of email 64%
Average OR 58% 52% 46% 41% 35%
Industry Standard:
29%
27%
18%
TSA Average:
12%
37%
6%
23%
Combined
Sales
Renewal
Response Based
Customer Service
Discount
Family
DEVO
Average Click-Through Rate Per Email Type
13%
Average CT Rate
12% 10% 8%
Industry Standard:
3.5% TSA Average:
7%
6% 5% 3% 1% Combined
Sales
Renewal
Response Based
Discount
Family
DEVO
Sales Summary: • 180%
increase in trackable sales (over 2 years) • approx. $975K earned (FY13 is not finished) • $0.02 COS ($16,000 budget) • 0.03% unsubscribe rate Low unsubscribe rates =
Triggered Email$: More than Pleasantrie$ Activate Account: 9% conversion (990+ accounts) Credit on Account: $19,000 Monthly eGuide: $32,000 Thank you for Coming: $20,000 Welcome Emails: $20,168 Not to mention the value of Happy patrons & increased engagement.
Total Earned: $99,223 for FY13
Case Study No. 1 •
Emerson String Quartet Chamber Series – Previous years struggled, now selling out – Total Revenue +31% over FY11 – Subscriptions +29% increase; 86% renewal rate
•
So…What Made the Difference? – Targeted emails (PTB’s etc) – Created sense of urgency/demand – Response-based/Behavioral targeting – Post-concert Emails – Coordinated with Direct Mail Campaigns
Case Study No. 2 •
Digital Program Guide – Expensive & time consuming
•
Our Solution: Hyperlinked PDF
•
Results: – Members get first notice – Low-cost solution with high ROI • $30k+ over 6 months
– Well received by patrons – Preparing for a digital future
Total Visits – Google Analytics FY11-FY13 45000 FY2011
FY2012
FY2013
40000
35000 30000
25000 20000
15000
Web traffic has increased:
40%
10000
5000 0 Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
June
Traffic Sources - % of Visits FY11 vs. FY13 % of Visits
Cross-Promotions are a great way to reach new audiences!
Vehicle
FY11
FY13
Search Engine
14%
15%
Referral
19%
15%
Direct
26%
20%
Campaigns
41%
50%
Email Activity FY11 vs. FY13 Data
FY11
FY13
Purchase Rate
7%
13.4%
Search Engine Optimization Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts. It Encompasses: • Internal linking • Link to others • Place keywords throughout every aspect of your site: your titles, content, URLs, and image names • Create a site map to make it easier for spiders to search your site. • Use keywords in urls (searchable) • Avoid flash (can’t link) • Include Alt tags for images (keywords) • Keep content fresh and dynamic • Google Grants
Mobile Activity
Not only is data analysis important for campaign optimization and reporting, but it helps you notice trends and stay ahead of the curve so you don’t end up scrambling to catch up to your patrons.
Email: A Saving Grace? Total Revenue
# Programs offered
# of Programs
820
$2,850,000
800
$2,800,000
780
$2,750,000
760
$2,700,000
740
$2,650,000
720 700
$2,600,000
680
$2,550,000
660 FY11
Does this mean DM is dead?
FY12
FY13
$2,500,000 FY11
FY12
Despite seeing a 10.8% decline in the number of programs since FY11, we’ve actually experienced a 7.4% ($200K) increase in overall revenue earned from programs.
FY13
Sales Trends by the Month Addition of eGuide
Sales by week
It’s All About the Mix • We now have more resources to reach audiences, in ways they want to be reached. • Effective marketing campaigns work together across all channels. • Different demographics, require a different multi-channel mix.
Top Takeaways 1. Messaging and design go hand-in hand 2. Target and engage your patrons 3. Use Social Media strategically to expand your reach 4. Have an organized system in place 5. Unless there’s an emergency—blast is a dirty word 6. Test, learn, adapt, and track—it’s the only way to improve 7. Triggered emails—make them work for you 8. DM is not dead—follow an integrative marketing approach 9. Make time for big picture data—it really is important 10. Self educate & analyze—always be thinking forward 11. Keep your website fresh and dynamic 12. Imbed keywords throughout your website
Contact Information Jamie Schneider E-marketing Specialist The Smithsonian Associates P.O. Box 23293, Washington, DC 20026-3293 T 202.633.8623 | schneiderj@si.edu
SmithsonianAssociates.org facebook.com/TheSmithsonianAssociates twitter.com/SmithsonianTSA
Any Questions?