The Association of Fundraising Professionals, Washington DC Metro Area Chapter (AFP DC), needed a fresh look and strategy for their eNewsletter in order to communicate the value of membership to existing members and provide ways for them to become more engaged with the association. Their email list contained only members, so open rates were already above industry standard, but they lacked the strategy to entice members to interact with their newsletter and drive them to the website.
PS Digital, Production Solutions’ Digital Services Division, provided front-end email and website analytics, redesigned AFP DC’s exist- ing eNewsletter template and implemented an email strategy including testing, teaser copy, calls to action, and regular reporting.
AFP DC’s eNewsletter the AFP DConnection is the primary communication to its membership group, but with a new newsletter committee in place, AFP DC had yet to develop a strategy for the content they wanted to highlight and did not have the time or resources to redesign the layout.
Before PS Digital, typical stats were:
Open Rate: 37% (well above industry standard)
Click-to-Send Rate (CTS): 9% (best estimate)
Click-to-Open Rate (CTO): 24% (best estimate)
PS Digital consulted with AFP DC on its email newsletter and created a revised newsletter template along with formatting and content strategies based on best practices. We did a series of 3 monthly eNewsletters, which consisted of a redesign, testing send times, clarifying calls to action and adding copy to highlight their news content.
We also added Google Analytics tracking so we could determine what content AFP DC readers were most interested in, thus helping the newsletter committee strategize as to what type of content to include each month.
Strong open rates aside, the real challenge was finding ways to get AFP DC members to engage with the content within the newsletter and click through to the website for more information. Adding strong calls to action and compelling teaser copy was a large part of the strategy to get us there.
Over the three months of the campaign:
After PS Digital’s newsletter revision project, these were the results:
Open Rate: 40%
Click-to-Send Rate (CTR): 18%
Click-to-Open Rate (CTO): 48%
Experienced Production Solutions Client Services Managers, Digital Strategists, Marketing Analysts, Email Marketers, and Web Producers.
Strong AFP DC Fundraising and Marketing Experts and a dedicated Board.
Email Management Tool: CVENT
Web Analytics Tool: Google Analytics & CVENT
Graphic Design Tool: Adobe PhotoShop
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