Charity Digital Exchange: Boost email marketing with dotdigital

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Dotdigital for nonprofits is an email marketing service for charities, provided by Charity Digital using the powerful dotdigital cloud-based email platform. The platform gives charities the opportunity to design and send brilliant emails at affordable rates, drastically boosting email marketing efforts.

The platform is intuitive, easy-to-use, and quick-to-learn, providing you with the greatest assets your charity could need. In this article, we will look at the functionality of dotdigital for nonprofits, deep-diving into the realms of contact data field personalisation, split testing, dynamic content, and so much more.

The benefits of email marketing software

Effective email marketing is an absolute must for charities. Consider, for example, that emails remains the most popular way to meet new audiences, with four billion daily email users every single day. Consider, too, that email marketing revenue is estimated to reach $11bn by the end of the year.

Indeed, according to Litmus, four-fifths of marketers say they’d rather give up social media than email. On top of that, newsletter emails are cited by 31% of marketers as the best ways to reach new leads, according to the Content Marketing Institute.

Charities need to master emails. Most charities can achieve that mastery using email marketing services and software. Email marketing software improves growth of subscribers, supports the design and development of templates, and creates organised and efficient lists to reach a wider and targeted audience. Email marketing software, in short, accelerates the success of your emails. You can expect to see increased funding, greater awareness, wider reach, and better service delivery.

Below, we dig a little deeper into one particular example of email software, one that has long supported the sector, one that is tailor-made to help charities: dotdigital for nonprofits.

The best functionality of dotdigital for nonprofits

Make the most of personalisation

Personalised emails performs much better than non-personalised emails, with up to six times higher transaction and engagement rates, according to Experian, and click-through rates of around 14%, according to Demand Gen.

Personalisation once seemed like a luxury. It is now a necessity.

Consider, for example, the hundreds of emails regularly ignored. They typically involve content that is dull, looks that are lifeless, something monotonous, something very obviously based on a template. Indeed, the worst examples are enough to make consumers not simply unsubscribe but stop using a service altogether.

Before you send ‘Dear [First name]’ another dull template, consider dotdigital for nonprofits. The platform personalises emails and landing pages, providing the best experience for your recipients. The personalisation tools go further, allowing you to fine-tune the content of your campaigns, with highly-relevant, customised content. You determine all of the elements your audience see, dictating the journey from receiving the email through to landing on your website.

You’ll also have contact data field personalisation, allowing you to insert values such as a contact’s name, or their account manager, or their current point of balance, in the subject line, HTML contents, plain text contents, contents of a survey or form, and many other places.

Boost your success with dynamic content

Dynamic content shows different pieces of content, depending on a contact’s data fields. That means that, depending on the preferences of your audience, you can tailor the content of the email.

So, for example, contacts could be shown information relevant to their local stores. Or you could offer different merchandise based on an individual’s age or preferences.

You can apply dynamic rules to the subject line, the name of the email, or the HTML contents. By utilising dynamic content you’ll be able to reach far more customers and contacts, with information that specifically engages them, offering content that specifically relates to their preferences.

That is likely to make a huge difference to the success of your email marketing.

Improve results with email segmentation

The email marketing software helps charities to optimise their performance through segmentation. Segmentation allows charities to enhance personalisation through tailored content and improve engagement by sending out more relevant information to the recipient. It optimises resource allocation, allowing you to focus on specific segments, drastically improving return on investment (ROI).

The above benefits lead to greater conversion rates and better customer retention, as well as fewer unsubscribes and complaints around spam. The data you receive from segments will also prove more effective, painting a clearer picture of success and failures and improving future decision-making.

Dotdigital for nonprofits allows you to create effective, real-time segments based on customer preferences and email activity by using simple or more complex rules, inclusion and exclusion rules, multiple conditions, pre-built templates, and marketing preferences.

Experiment for success with split-testing

Split-testing, also known as A/B testing, is a vital part of email marketing. It allows users to send two or more emails to different segments of the audience to determine which version performs better.

The test allows you to assess and optimise various elements of email campaigns, informing your decision-making processes and generally boosting email success.

The email marketing software aimed at charities, dotdigital for nonprofits, allows split-testing and reporting on split-testing. That means your charity can test variables, such as subject lines and content, and see which emails are resonating with your selected audience.

You can then proceed to send the most successful email to all selected users. The act of split-testing drastically improves your overall ROI, click-through rates, and open rates. 

Fine-tuning analytics with detailed reporting

Segmentation might improve results and the accuracy of results. Split-testing might improve your success rates. But you’ll need strong reporting to make the most of those results to improve decision-making capabilities.

Dotdigital for nonprofits allows users to optimise their performance with customised reports that you can make to suit your data needs.You can access campaign comparisons and drill-down reports, plus track ROI and geo-mapping.

On top of all that, dotdigital for nonprofits offers advance track by filtering reports on segments, dynamic content, split test variations, and link grouping. 

Stay ahead of the curve with email automation

Marketing automation improves productivity by 20% and can lead to an average increase of 451% in qualified leads, according to dotdigital.

The act of automating eliminates repetitive tasks and helps you to focus on the elements that matter. In the context of email marketing, automation helps you engage new customers with less effort, drive conversions, re-engage leads, and so much more.

The dotdigital for nonprofits platform offers intelligent automation to trigger messages throughout the customer journey, whether they need a cart recovery or a nudge via email. The intelligent automation platform also connects with all your favourite marketing tech, including Adobe, Microsoft, Shopify, Salesforce, and so many more.

The easy forms of automation that exist on the platform make the experience of sending out emails so much easier.

Get pricing to match your need

If the above sounds interesting, get in touch. Our pricing plans ensure you only pay for the emails you need to send, with no excess charged. The dotdigital for nonprofits platform through Charity Digital offers email credits in bulk so you have the flexibility to send as and when you run campaigns.

We do not charge a licence/set up fee or for hosting your contacts. Please check out more detail and see the offer on the Charity Digital exchange, or contact us directly to view our annual pricing calculator, set up a live account, start a 30-day free trial, or just to walk through the features.