Re-thinking Email "Best Practices": How to Develop an Audience-Specific Approach
Thursday, July 11th, 2019
4:00 PM - 5:15 PM: Breakout 4
The concept of "best practices" relies on the idea that one set of strategic, creative, and tactical solutions can apple to every nonprofit's challenges. Not only do we disagree with this premise, but we think this belief is leading the nonprofit sector to a crisis point: Best practices, coupled with tired technology implementation and a lack of audience empathy, are leading nonprofits to create predictable and derivative campaigns. This sea of sameness is leaving donors cold — and less willing to donate.
Your non-profit — and your audience — deserves better.
In this session, you'll see how Heifer International has rejected and redefined many traditional "best practices" and created their own audience-specific rules to boost response rates, drive engagements, and see significant email growth year after year. They'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 their direct response campaigns.
Learning Outcome #1
By attending this session participants will learn: How "best practices" can limit creativity and innovation.
Learning Outcome #2
By attending this session participants will learn: How to use data to frame challenges and promote a culture of creative problem-solving.
Learning Outcome #3
By attending this session participants will learn: Putting best practices to the side, what's 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