Rethinking Email "Best Practices": How to Develop an Audience-Specific Approach
Thursday, July 11th, 2019
4:00 PM - 5:15 PM: Breakout 4
While you're at the conference, count how many times you read or hear the phrase "best practices," and then consider: Is the sea of sameness in applying "best practices" leaving your donors cold - and less willing to donate? Are you giving your donors what they really want, and what they're most likely to respond to? Your nonprofit depends on you knowing the answers to these questions.
Join us for this session and you'll see how Heifer International has rejected and redefined many traditional "best practices" and created its own audience-specific rules to boost response rates, drive engagements and see significant email growth year after year. We'll help you rethink your KPIs, audience segmentation, personalization, testing, analytics, storytelling, send schedules, deliverability and more - before revealing the ultimate question that defines the success (or failure) of most direct response campaigns.
Learning Outcome #1
By attending this session participants will learn: 1. Prevent "best practices" from limiting your creativity and innovation.
Learning Outcome #2
By attending this session participants will learn: 2. Use data to frame challenges and promote a culture of creative problem-solving.
Learning Outcome #3
By attending this session participants will learn: 3. Understand the one big question you need to answer to maximize the success of your direct response program.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters