Welcome to When Less Is More: Cracking the Deliverability Code in 2018

Transcription

1 Welcome to When Less Is More: Cracking the Deliverability Code in 2018 Audio for this event will be broadcast through your computer. Please note: This webinar will start right at the top of the hour. At that time, if you cannot hear or see the presentation, please make sure that the audio on your computer is turned on and turned up, and that you have Flash player downloaded and enabled. You may need to refresh your browser as well. If this does not work, please make sure you are using Internet Explorer for Windows or the latest version of Safari for Mac. If you need additional assistance, please use the help widget at the bottom of the console. Thank you for joining us today! ENGAGE WITH WIDGETS Speakers Slides Facebook LinkedIn Twitter Help Q&A

2 When Less Is More: Cracking the Deliverability Code in 2018 with Edwin Brownell, The Nature Conservancy Janine Stines, Feeding America Amy Morrison, Blackbaud Kathryn Hall, Blackbaud

3 Kathryn Hall Sr. Product Marketing Manager Blackbaud

4 A Broad Study of Nonprofit Online Performance July 2016 June Organizations 13 Verticals $1.7B Raised Online 25M Transactions 6.4B s Sent

5 Delving into performance for 13 different verticals Animal Welfare Arts & Culture Association & Membership Disaster & International Aid Environment & Wildlife Faith Based Food Banks Health Services & Research Higher Ed Hospital Foundations & Hospitals Human & Social Services Public Affairs Public Broadcasting Stations

6 + Revenue Trends

7 Revenue up in all categories in 2017

8 You hit SEND a lot

9 Big challenges for marketing in 2017 Animal Welfare Food Banks Environment and Wildlife Human and Social Services

10 Not all bleak Arts and Culture Public Affairs

11

12 Hey! I m Amy Morrison Customer Success Manager, Advisory At Blackbaud just under 2 years Current Hometown Richmond, VA Entire career in nonprofit industry. Started out at WGBH (Boston s PBS/NPR station), one of the first Team Approach & Luminate clients. Most recently ran the digital team at ChildFund International. Going camping next week! And meet my dog, Grey.

13 Feeding America The nation s largest domestic hunger-relief organization with a network of 200 food banks across the country.

14 Hey! I m Janine Stines Senior Project Manager Marketing Technology at Feeding America for 6 years Hometown Manhattan, Kansas Been working in the digital space with nonprofits for more than 20 years I love my dog. You would too. Those ears!

15 Making good Program: even Then better

16 Inbox Placement Rate: Before 30% Inbox Placement Rate: Percentage of sent s that reach the intended subscriber s inbox. April 2016 Gmail changes their inbox placement algorithm. deliverability bottoms out.

17 Target Audience: Before 650K Usable recipients April 2016 Target Audience

18 Making good even better Factors that Determine Inbox Placement

19 Deliverability Signals Used by ESPs to Determine Worthiness: Engagement Rates Spam complaints Spam trap hits opened, moved to another folder, read Domain reputation user reactions to all messages from your domain over time how many users report your messages as spam IP reputation user reactions to all messages from your IP over time fake inboxes are maintained to penalize if you send there content spammy subject or body content If your message or your domain is deemed unworthy, messages will not be delivered to user inboxes. 95% of is determined unworthy by ESPs. 19

20 Essentially For every message you send that isn t opened or clicked, you are being penalized by Gmail and the other providers. By increasing your engagement rate, Gmail et al. will place a greater percentage of your s into the inboxes of your actively engaged users. Send wisely!

21 Reputation Death by a Thousand Cuts Out of our control Gmail/YAHOO mail algorithms In our control Chronic non-responders appends DKIM and SPF settings List-unsubscribe header authentication and validation Feedback loops (sort of?)

22 Scaling Making up good by narrowing even better down

23 Audience List Hygiene Identified and suppressed audience members who: on the file for at least 12 months haven t opened or clicked an in 12 months haven t completed a survey or advocacy alert in 12 months haven t made a gift online Chronic Non-Responders: Non-online donor with zero online value in last 365 days

24 Ended Practices that Hurt Deliverability Discontinued appends Easy and prominent unsubscribe in stationery List-unsubscribe header with Blackbaud YAHOO Spam Complaint Feedback Loop Send only to users who want your Fixed issues with DKIM settings

25 Authentication Validate the deliverability status of whole target audience. Suppressed those who were not deliverable. Real-time validation of each new address. Through API, validation is integrated into capture forms

26 Track Deliverability Open rates Clickthrough rates Spam complaint rate Conversion rates Inbox placement rates overall and by ESP Ongoing Review of Deliverability

27 Making good Program: even Now better

28 Target Audience: Before and After 650K April 2016 Target audience size 250K Today Target audience size after list hygiene efforts

29 Inbox Placement Before and After 30% 75% 90% April 2016: Gmail changes their inbox placement algorithm deliverability bottoms out Today: After deliverability efforts Goal: With ongoing efforts and next steps.

30 17% Despite 60% decrease in audience size, 17% increase in revenue from .

31 Hey! I m Edwin Brownell At The Nature Conservancy just over 3 years Hometown DC Metro Area since 1 st grade TNC is my first job in the non-profit industry. I ve previously worked in campaign technology, retail and interior design. I m a self-taught knitter (thanks YouTube!) Traveling is another hobby of mine and in 2017 my husband and I traveled to over 20 countries.

32 The Nature Conservancy 2016 Year End, we had significant deliverability issues number of reasons, but one big one was dead weight on the file. Strategy o Updated re-engagement series o Lead nurture tool o New targeting and suppression segments o List hygiene pilot project with Blackbaud 2016 YE YE Average List Size: 632,883 Work, Work, Work Average List Size: 527,888

33 Updated re-engagement series 10 Month Inactive 12 Month Inactive 3 Month Inactive 5 Month Inactive 7 Month Inactive New targeting and suppression segments Super Subscribers 3 Month Actives 6 Month Actives 3 Month Inactive 6 Month Inactive Lead Nurture Tool New addresses being migrated to Adobe Campaign for lead nurture campaigns based on various automation workflows. Donor conversion takes them out that system and back into Luminate Online for retention.

34 List hygiene pilot project with Blackbaud Grew year-end fundraising sending fewer, better s. Partnering with Blackbaud to improve delivery, The Nature Conservancy improved year-end campaigns. 9% increase in inbox placement 65% reduction in SPAM traps 78% reduction in domain typos The result? 112% more raised per delivered The Nature Conservancy used Blackbaud s delivery optimization to identify and suppress 95,000 harmful addresses, and adjust its delivery practices, more than doubling the organization s year end fundraising results. - Shiloh Stark, Director, Digital Fundraising The Nature Conservancy

35 Percentage Change YOY 2016 vs % Decrease in individual s sent YOY 53% Increase in overall Year End revenue 84% Increase in revenue per 1,000 s sent 27% Increase in total opens. (52% open rate increase) 29% Increase in total clicks. (51% click rate increase) 35

36 Amy Morrison Blackbaud Janine Stines Feeding America Edwin Brownell The Nature Conservancy

37 Thank you! You will receive a recording of this webinar by later today.