email marketing

The Beginner’s Guide to Yahoo & Google’s New Sender Requirements

As an email marketer, following Yahoo & Google’s new sender requirements is the first step to getting emails into the inbox and engaging with your subscribers. When Yahoo and Google rolled out their new protocol on Feb 1st, the entire email marketing universe rushed to become compliant. The two webmail providers collectively cater to 2 billion users, an audience that no marketer can ignore. 

Why have Google and Yahoo launched these new requirements?

The goal is to protect consumers’ inboxes from spam, unwanted, and phishing emails and make permission marketing the norm. Along with the benefit to users, these requirements prevent spammers from impersonating your brand and damaging your reputation. 

Who gets affected by Yahoo & Google’s new sender requirements? 

The new policy is particularly meant for bulk senders (who send more than 5000 emails within 24 hours). If you’re a small sender or a sender who only sends transactional emails, you might not feel the impact yet. 

But given the current move of making best practices into must-follow rules, experts predict that it’s only a matter of time before Google and Yahoo make these rules mandatory for all senders. 

How do you become compliant with 2024 sender requirements?

Here are the top 5 things you should do immediately

  • Verify ownership of your domain: Whether you’re a business, a freelancer, or a solopreneur, you must own and create sender emails from your domain.
  • Don’t send from a free email address: If you’ve been using a generic email provided by webmail providers like Gmail, Yahoo, or Outlook, it’s time to change. Use free email addresses  for one-on-one communication, not bulk emails. Such emails (like example@gmail.com) hide the true identity of the sender, and ISPs reject bulk emails from these addresses for this reason.
  • Authenticate your emails: Email authentication is a way to reassure webmail providers that you are who you say you are. Not only does it prevent spam emails from entering the inbox, but it also prevents scammers from impersonating your brand. Most large email marketing platforms provide domain authentication to maximize deliverability.
  • Keep spam complaints below 0.3%: According to the new requirements, Gmail requires that spam complaints stay below 0.3% to land in the inbox. To monitor spam complaints, register your domain for Google Postmaster Tools. It also monitors your IP and domain reputation and helps you take steps when any of these plummet.
  • Make it easy for users to unsubscribe: The Unsubscribe button just moved to the top! You’ve likely been adding it to your footer. It will now also appear next to the From address at the top of your email. Yahoo and Google have mandated 1-click unsubscribes that are honored  within 2 days.

And that’s about it, these are the top 5 steps to optimize your deliverability.

BONUS: Authentication for Google sender protocols

3 authentication protocols are essential for your brand: SPF, DKIM, and DMARC. 

  • SPF: Short for ‘Sender Policy Framework’, an SPF record confirms to the ISP that the IP the email is coming from is allowed to send emails on your behalf. If your emails don’t have SPF set up, find out how to set up SPF records here
  • DKIM: Short for ‘DomainKeys Identified Mail’, a DKIM prevents your emails from being impersonated by spammers by attaching a private digital signature to each email going out.  Email servers verify this signature and only allow the email into inboxes if there’s a match. For more information on DKIM, check out this helpful article by Google.
  • DMARC: Short for ‘Domain-based Message Authentication, Reporting, and Conformance’, a DMARC record serves as a failsafe and informs the ISP of the steps to be taken if any authentication fails. So even with a valid DMARC record, if an SPF or DKIM fails, a DMARC would fail as well. This provides additional security for your emails. Set up your DMARC record with this help article.

Failing to complete all 3 authentication protocols can stop you from reaching your subscriber’s inbox directly. If you’re a Mailchimp user, a high number of cleaned addresses in your audience may be a sign you should review the protocols above to maintain your deliverability.

Go Beyond Compliance with Pure Firefly

If you have questions on any of Yahoo & Google’s new sender requirements, reach out to contactus@purefirefly.com for personalized support. We offer various deliverability services, including one-on-one training to keep you up-to-date on the latest best practices! Just contact us any time for a quote or intro call.

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What is SubjectLine.com: Pros and Cons

SubjectLine.com is a vital tool to ensure your emails stand out in those crowded inboxes of your receivers. Let’s talk about SubjecLine.com and examine its pros and cons to help you decide whether it’s the right choice for your email marketing strategy.

What is SubjectLine.com?

SubjectLine.com is an online platform designed to help email marketers improve the effectiveness of their email subject lines. It offers a simple and user-friendly interface, allowing users to test, analyze, and optimize their subject lines for maximum engagement and open email rates.
This tool helps marketers generate increased response rates and improved inbox deliverability.

Pros of Using SubjectLine.com

SubjectLine.com displays email deliverability and marketing results, adding and subtracting points based on subject line best practices. Here are some of its advantages:

  • Free to Use: SubjectLine.com is a FREE top-ranked email subject line testing tool.
  • Increase Open Rates: One of the most significant advantages of SubjectLine.com is its ability to boost email open rates. By analyzing your subject lines, it provides recommendations and insights on how to create subject lines that are more likely to capture the recipient’s attention. This will result in increased open rates, which is crucial for the success of email marketing campaigns.
  • A/B Testing: SubjectLine.com allows you to perform A/B testing with your subject lines. This approach empowers you to modify your email marketing strategies and adjust your content to the preferences of your audience.
  • Time and Cost Efficient: SubjectLine.com can save you time and money by streamlining the email marketing process. You can use the platform to improve your subject lines and make your campaigns more successful instead of relying on trial and error.
  • Learning Resources: You can learn more about the underlying effectiveness of the subject lines by consulting the educational tools and guidelines from SubjectLine.com. 

Cons of Using SubjectLine.com

While SubjectLine.com has many benefits, there may be better fits for some businesses. The tool only focuses on subject lines so here are some of its disadvantages.

  • Subscription Costs: It may be necessary for you to sign up for a subscription plan in order to access premium features. The subscription fees can increase your marketing costs, which may not be acceptable for individuals or small businesses on a limited budget.
  • Limited to Subject Lines: Subject lines are the main emphasis of SubjectLine.com. Email marketing success depends on many variables, including content quality, audience segmentation, timeliness, and others. Marketers who want their email marketing campaigns to succeed should rely on more than subject line optimization.
  • Subjectivity: While SubjectLine.com provides data-driven insights, email marketing can still be subjective. What resonates with one audience may not work for another. Therefore, relying solely on the platform’s recommendations without understanding your specific audience’s preferences might not yield the best results.

Conclusion

SubjectLine.com is a powerful tool that can help email marketers create subject lines that capture recipients’ attention and improve open rates. Its real-time feedback, A/B testing capabilities, and educational resources make it a valuable asset for email marketing campaigns. However, it’s important to remember that subject lines are just one piece of the email marketing puzzle. To achieve the best results, it’s essential to consider other aspects of email marketing as well.

Create your Magical Subject Lines with Pure Firefly

Creating effective subject lines is only the first part of a successful email campaign. Pure Firefly can provide full-service email marketing strategies with years of experience in IT & design. Contact us to book a free intro call.

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Email Marketing Glossary: 10 Terms You Should Know

Do you speak email marketing language? For email newbies, the unique terms marketers use can be a roadblock to getting started. If you want to cut through the jargon and make the most of your chosen email marketing tools, learning the language is an easy first step. Here are 10 terms to get you started on your path to email mastery.

Segmentation

In email marketing, segmentation involves dividing your email list into smaller categories based on specific characteristics or behaviors. With segmentation, you can send subscribers the most relevant information. Some common methods for segmentation include:

  • Interest groups
  • Segmentation by demographics (age, gender, etc.)
  • Segmentation by location
  • Behavior-based segmentation
  • Purchase-based segmentation
  • Engagement-based segmentation

Email marketing tools like Mailchimp provide straightforward options to begin segmenting your audience. Check out our guide to tags, groups, and segments for more info.

Personalization

Personalization means customizing email content for individual recipients. This may use a recipient’s name or past behavior, and is often simpler to set up than it sounds! Marketing platforms like Mailchimp and Klaviyo use merge tags to customize how an email will appear to each subscriber.

Deliverability

In simple terms, deliverability means keeping your emails out of spam. Several factors can impact deliverability, including domain configuration, list hygiene, and compliance with GDPR and CAN-SPAM regulations. Because deliverability is impacted by so many different variables, working with an email marketing expert is often the best way to address deliverability issues.

Accessibility

Accessibility in email marketing means designing emails everyone can enjoy. Subscribers with disabilities, especially people using screen readers, can often run into difficulties reading the content of an inaccessible email. By using alt text and high-contrast colors, email marketers can improve their emails’ accessibility and make them available to all.

Engagement

In email marketing, engagement is the level of responsiveness your audience has to your content. Some common ways of measuring engagement include click rates, open rates, and revenue. For more information, check out our article on email marketing metrics.

A/B Testing

A/B testing is the practice of sending two different versions of an email to a sample of your audience to determine which performs better. You may A/B test an email’s content, “from” name, subject line, or other elements.

Call-to-Action (CTA)

An email’s CTA prompts recipients to take a specific action, such as making a purchase or signing up. It typically takes the form of a text link or a button. Some emails may include multiple CTA’s, while others focus in on one main action.

List Hygiene

List hygiene is routine maintenance for your email audience. Marketers with good list hygiene regularly remove inactive and/or invalid email addresses. Maintaining a clean email list can help with deliverability. If you’ve never cleaned your list, try starting with a straightforward tool like Zerobounce.

Subject Lines

Subject lines are the brief text that appears at the top of an email. They typically give subscribers a glimpse of the email’s content, and can be thought of as an email’s “title.” All emails are required to have a subject line, so developing an engaging subject is essential for email marketing success.

Preview Text

Preview text is a snippet of text that accompanies the subject line. Depending on your email client, it may display slightly shorter or longer than the subject line. Preview text often contains a snippet of text from the email copy itself.

Go Beyond the Basics with Pure Firefly

Maximizing your email marketing success takes more than a grasp of the basics. Pure Firefly offers 1-on-1 training sessions on the nuances of Mailchimp strategy, template design, and campaign analytics. Or contact us to kick off ongoing marketing work including account set-up, Mailchimp audits, template creation, and more.

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Stress-Free Black Friday Email Marketing for Small Businesses

In the race of Black Friday email marketing, small businesses may find themselves overwhelmed with questions. Here are answers to 5 of the most frequently asked questions about Black Friday email marketing for small businesses. By developing an effective strategy in advance, you can get ahead of the Black Friday frenzy and spend more time enjoying the holiday. (For maximum relaxation, you can always work with an email marketing partner.)

How Many Black Friday Emails Should I Send?

Small businesses need to strike a balance between staying at the top of their subscribers’ inboxes and overwhelming them with too much messaging. Typically, Black Friday sales should warrant between 3 and 5 emails. Here are some campaigns any small business should consider when preparing for Black Friday / Cyber Monday:

  1. “Coming Soon:” Let subscribers know what you’ll be offering at least a week in advance
  2. “Sneak Peek:” Give VIP customers a closer look at your deals
  3. “It’s Here:” Announce when the sale has begun
  4. “24 Hours Remain:” Remind subscribers not to miss this sale
  5. “Don’t Forget to Check Out:” Use an abandoned cart automation to recover missed sales

Because Black Friday is such a major retail holiday, some small businesses may want to update their routine automations with a temporary banner or Black Friday Shoutout. An email marketing agency like Pure Firefly can work with you to create automations that convert.

When should I start planning for Black Friday and Cyber Monday?

In order to effectively execute a Black Friday and/or Cyber Monday Campaign, small businesses should leave plenty of time for planning and promoting their sale. Small businesses should start planning their Black Friday email marketing in August. By starting in August, you leave your team plenty of time to develop a multi-channel marketing strategy and prepare to fulfill an influx of orders.

What marketing channels should I use to promote my sale?

Today, more and more people are using their mobile devices to access information. This makes digital marketing channels like email and social media more important than ever. If you use an email marketing platform like Mailchimp, you may find that you have a variety of multi-channel tools already at your fingertips. Consider booking a training session with a digital marketing expert to look at your marketing options and build out a strategy in advance.

How can I stand out during the Black Friday rush?

Small businesses looking to stand out should use email marketing to reach previous and potential customers alike. Build anticipation a week or two in advance and use segmentation to target different types of customers. For example, you may reward customers who have purchased more than 3 times by opening the sale to them in advance. An abandoned cart automation can also make a huge impact on your Black Friday / Cyber Monday sales as well.

Be sure to sync up personalized, engaging email content with your marketing on other platforms. By meeting your customers where they are, you can ensure that your sale stays top-of-mind and stands out amongst competitors.

How do I know what’s working?

To evaluate your Black Friday / Cyber Monday campaign’s success, take a look back at last year’s performance and set a goal for this year. You may want to exceed last year’s Black Friday revenue by $1,000, or maybe you want to acquire 50 new customers. Most small businesses will find it most effective to evaluate success using a combination of various metrics. For example, your Black Friday announcement email may have earned a massive click rate but a low revenue if your site crashes or users are not impressed by the products you offer. 

Is it your first year setting Black Friday marketing goals? Try comparing metrics to your most recent sale, or work with a marketing expert to set goals that work best for your business.

Prepare for Black Friday with Pure Firefly

Pure Firefly is a full-service email marketing agency that specializes in working with small businesses and nonprofits. As a small business ourself, we understand how every moment makes a difference when growing your business. Save time and stress by hiring us to develop your Black Friday campaign, or book a strategy call so we can work with you to refine your plan.

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100 High-Converting Email Subject Lines for Nonprofits

A great subject line is the key to capturing your audience’s attention and inspiring them to engage with your emails. Whether you’re sending monthly newsletters, welcome emails, or automated campaigns, a well-crafted email subject line can make a huge impact on your nonprofit. In this guide, we’ve curated 100 high-converting subject lines designed specifically for nonprofits. From creating urgency to tugging at heartstrings, we’ve got you covered.

Need more help? Try a one-on-one call with one of our email experts.

 

Make Monthly Newsletters Pop

Monthly newsletters are one of the most popular forms of email. While many marketers are turning toward automations in recent years, monthly newsletters remain a common practice for a reason. These emails provide a space for any information you need to share, making them highly flexible. Plus, the infrequent sending schedule makes it highly unlikely that subscribers will be overwhelmed by a monthly newsletter. Here are 13 subject lines for your next monthly nonprofit newsletter:

  1. Your [MONTH] Newsletter is Here!
  2. What We’ve Achieved Lately
  3. Be the First to Know
  4. Our Monthly Roundup
  5. What We Did Together in [MONTH]
  6. Your [MONTH] Dose of Good News
  7. Lets Connect: Impact, Updates, Events
  8. Your [MONTH] Newsletter is Waiting
  9. Writing New Chapters
  10. [MONTH] Tales of Collaboration
  11. [MONTH] Update: Government Engagements
  12. Monthly [ORGANIZATION] Insider
  13. Notes from the Frontlines

 

Write a Warm Welcome Email

Welcome emails are one of the most important steps in a new subscriber’s relationship with your organization. Set up welcome email automation to start your marketing off on the right foot and show new subscribers what they’ll be receiving. Here are 14 email subjects for nonprofits to help your welcome email attract a stellar open rate:

  1. Welcome Home: Where Hope Lives
  2. Your Journey Starts Here
  3. Welcome to [ORGANIZATION]
  4. Let’s Change the World Together
  5. You’re Signed Up
  6. Welcome to the Movement
  7. You’re a Part of the Change
  8. You’ve Taken the First Step
  9. You’re Here – What’s Next?
  10. Make an Impact Just by Joining
  11. Your Support Means the World
  12. Let’s Work Together
  13. Together, We’ll Create a Brighter Future
  14. Join Us, Change Lives

 

Share a Heartwarming Story

Showing the impact of your organization is a great way to keep people on board with your cause. Any nonprofit organization should make human stories a part of its email marketing strategy, either in its welcome series or through a scheduled email campaign. Here are 15 subject lines that tug on subscriber’s heartstrings:

  1. A Story of Resilience
  2. One Life Transformed
  3. Lighting up Lives
  4. The Power of Community Support
  5. Change We Make Together
  6. How My Life was Changed
  7. Why I Work with [ORGANIZATION]
  8. Barriers Broken, Lives Restored
  9. The Ripple Effect
  10. Life in a Turning Tide
  11. A Lesson on Hope
  12. [NAME] Shares their Story
  13. A Study in Support
  14. Follow [NAME]’s Journey
  15. Why We do the Work

Event Invites are Everything

Many nonprofit supporters look forward to the next time they can engage with the causes they care about in person. To boost attendance at your next event, consider running a multiple-email campaign to generate excitement. Pure Firefly has helped several nonprofits boost event attendance and donations with email marketing. Here are 15 email subjects to help you do the same:

 

  1. Join Us for a Night of Impact
  2. Save the Date
  3. You’re Invited, [NAME]
  4. Will We See You Tonight?
  5. Mark Your Calendars: [EVENT] Tonight!
  6. Seats Are Filling Up
  7. Last Chance to Register
  8. Only 5 Tickets Left
  9. Space is Limited
  10. Make an Impact In Person
  11. Let’s Make Miracles Happen
  12. Music, Laughter, and Heartfelt Stories
  13. Celebrate The Art of Giving
  14. A Night to Remember
  15. Bid, Win, Change Lives

Don’t be Afraid to Ask for Help

Donations are the backbone of many nonprofits’ funding, and soliciting them is a key element of a successful nonprofit email marketing strategy. To boost opens on your next call for donations, try using segmentation and one of these 14 subject lines:

 

  1. Be a Champion for Change
  2. Join Our Movement: Stronger Together
  3. Stand Up for What Matters
  4. Fuel Our Mission
  5. Together We Thrive
  6. Make an Impact Today
  7. Why I Give
  8. Make Your Voice Heard
  9. Rally for Change: We Need You
  10.  Let’s Build a Better Future
  11. Amplify Your Impact
  12. Ignite Hope Around the World
  13. Give Back, Gain Joy
  14. Help Us Fight Hunger

Celebrate Your Successes

If you’re asking subscribers for support, don’t forget to show them what their support helps you accomplish. Sharing success stories can boost morale across your entire subscriber base, and shows that donations aren’t going to waste. Celebrate your achievements with these 14 engaging subject lines:

  1. See Hope in Action
  2. Making Dreams Possible
  3. Impact Achieved: Thank You
  4. Hearts Full, Mission Accomplished
  5. Our Hearts Are Full
  6. We Exceeded Expectations
  7. We Did It!
  8. Raising Over $1000 for Change
  9. Bidding Wars: Remember Auction Night?
  10. Looking Back on Cinematic Magic
  11. School Built, Dreams Flourish
  12. We Made an Impact Together
  13. This is the Power of Unity
  14. You Made It Happen

Don’t Forget to Say Thank You

Transactional emails are an often-overlooked part of nonprofit email marketing. When subscribers donate to your organization or attend an event, sending an immediate thank you message shows that you care. Many email platforms provide tools for setting up automated thank you’s, making this achievable for even the smallest nonprofit teams. Here are 15 email subject lines for an impactful nonprofit thank you:

  1. Thank You, [NAME]
  2. You Just Made a Difference
  3. Who Your Donation Helps
  4. Your Support Matters
  5. Endless Thanks
  6. Your Donation Helps Us Change the World
  7. You’re a Philanthropic Hero
  8. We’re Grateful for Your Generosity
  9. Our Gratitude Soars
  10. Heartfelt Thanks
  11. You Make Miracles Happen
  12. Thanks for Changing Lives
  13. You’re Supporting Progress for All
  14. You Are Amazing
  15. High-Five for Impact

Reach New Heights with Pure Firefly

There’s more to successful email marketing than a good subject line. To unlock email marketing that converts, consider working with an email expert like the ones at Pure Firefly. Our team is Mailchimp and Klaviyo certified, with over 10 years of experience in design & IT. Contact us anytime for a free consultation.

Plus, Mailchimp users can book a one-on-one call with an email specialist as little as 24 hours in advance.

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Email Basics: What’s the Difference Between CC & BCC?

The invention of email predates the internet as we know it. Even though the tool has been around for decades, there are still several terms that can be baffling for new users. Two of the most commonly confused fields are CC (Carbon Copy) and BCC (Blind Carbon Copy). While they may seem similar at first glance, they serve distinct purposes and have unique implications for email privacy. In this blog post, we will delve into the difference between CC and BCC, explore their functionalities, and shed light on when to use each one effectively. 

If you need more help with email basics, don’t hesitate to contact our team of email specialists.

CC (Carbon Copy)

CC is an email field that allows you to send a copy of the email to additional recipients. When you add someone to the CC field, all recipients in the email can see who else received a copy of the message. It’s a transparent way of including others in the conversation and keeping them informed. For example, if you’re sending an email to a colleague and want your supervisor to be aware of the discussion, you can CC your supervisor. The recipient in the CC field is not expected to take any specific action; they are simply being kept in the loop.

BCC (Blind Carbon Copy)

On the other hand, the BCC field is a powerful tool for maintaining privacy and confidentiality in email communication. When you add someone to the BCC field, they receive a copy of the email, but their email address remains hidden from other recipients. This means that the email’s direct recipients (in the To field) and CC recipients are unaware of the individual(s) in the BCC field. BCC is particularly useful when sending a mass email to a large group of recipients who may not know each other, especially when you want to protect the privacy of your contacts. 

Each recipient receives the email as if they were the sole recipient, maintaining confidentiality and preventing unintentional reply-all situations.

Using CC and BCC Effectively

To ensure effective communication and respect recipient privacy, it’s important to use CC and BCC thoughtfully. Here are some best practices to consider:

1. Use CC for Transparency 

CC is appropriate when you want to involve multiple parties in a conversation, without sending directly to multiple recipients. This is a great option for teams where multiple people are working with one client. CC’ing your team on an email can keep everyone informed while reserving the To field for clients. When using CC, just be mindful of the recipients’ privacy. All recipients can see who is CC’ed on an email, and some may not appreciate seeing a long list of people in the CC field.

2. Use BCC for Privacy and Confidentiality

BCC is ideal when sending emails to a large group, especially when the recipients may not know each other. It helps prevent recipients from seeing each other’s email addresses and maintains confidentiality. Email confidentiality is incredibly important, especially when sending sensitive information, so BCC is an important option to protect your contacts. If you have questions about email privacy and confidentiality, consider a one-on-one call with one of our email experts.

3. Use BCC for Bulk Email 

Ever want to send the same email to a large group of people, without all of them knowing that you’ve sent to a large group of people? This is one instance where BCC can come in handy. None of the To field, CC, or BCC recipients can see who has been BCC’ed on an email. This can give the appearance of one-on-one communication, with the ease of sending in bulk. If you’re a small business using bulk email for marketing, be sure to follow legal guidelines like CAN-SPAM and GDPR. Check out our guide to deliverability to learn more.

4. Consider Context and Content

Before adding someone to CC or BCC, carefully consider the relevance and necessity of their involvement. Ensure that the content of the email aligns with the recipients’ expectations and needs. If you need help developing engaging email content, consider working with an email marketing expert like the ones at Pure Firefly.

Make Pure Firefly Your Email Guides

As a new email marketer, understanding email best practices is crucial for effective communication and engagement. Pure Firefly, a trusted expert in email marketing, can provide the guidance and training needed to navigate email strategies successfully. Visit Pure Firefly’s Contact page to get in touch with our experienced team. For those seeking comprehensive training on Mailchimp and email marketing in general, one-on-one training is a great option. Our email experts are happy to share their insights backed by over 10 years of experience in digital marketing.

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Top 3 Segments for Nonprofits

Without effective segmentation, sometimes sending emails can feel like screaming into the void. Each week, you send messages, only to see the same engagement. In 2023, sending every email to your full audience just doesn’t cut it anymore. To maximize effectiveness, nonprofits should use segmentation to ensure the right messages reach the right people. Here are our top 3 audience segments for nonprofits, plus some more guidance on segmentation.

Why is Segmentation Important?

Effective segmentation matches your emails’ messaging to the appropriate contacts. While some emails, like a monthly educational newsletter, can be safely sent to your full audience, the same is not true for every campaign. For example, you wouldn’t want to send a 50% off coupon on an online course to contacts who already purchased it at full price. Similarly, you shouldn’t send an email about an event in Georgia tomorrow to contacts in Norway tonight. 

With appropriate segmentation, you can ensure that contacts receive the emails that most appeal to them. Your audience is more likely to engage with these emails, and will appreciate being spared from emails they never opened in the first place. Segmentation is just one element of a smarter marketing strategy.

How Do You Implement Segmentation?

A segmentation strategy should always begin with setting a goal, then gathering the appropriate data on your audience. 

Many platforms offer predictive tools to help you estimate characteristics like location, age, and gender. Other audience info (like attendance at in-person events) may be stored on another platform. Using integrations to sync audience data across platforms can help keep your segmentation process simple.

Once you gather audience data, you can begin creating segments. Every email platform has their own tools for segmentation. However, most can be used to accomplish the same results. Mailchimp users, for example, can take advantage of tags, groups, segments, and fields. To learn more about creating segments, check out our blog post on Mailchimp’s segmentation tools.

Nonprofit Segment 1: The Diehard

Nonprofits looking to maximize engagement & donations shouldn’t let their most loyal supporters go unacknowledged. In many ways, the diehard segment is made up of your dream contacts. Maybe they open every email or have donated a cumulative amount over $3,000 dollars. The specifics of the diehard segment will vary depending on your organization’s size, reach, & goals. Here are some attributes which may make a contact match the diehard segment profile:

 

  • Opening all of your past 10 emails
  • Clicking on all of your past 5 emails
  • Donating more than 10 times
  • Donating over a certain cumulative amount
  • Donating on a monthly basis for over 3 months

However you slice and dice it, the diehard segment should be composed of your biggest supporters. These are the subscribers you should contact with special updates and invitations to your most exclusive events. Reward people for their generosity, and they are even more likely to keep coming back!

Need support with automating rewards to your most loyal supporters? Contact Pure Firefly to build a journey for you, including copywriting and template design.

Nonprofit Segment 2: The Local

Similar to the diehard, the local segment is likely to have relatively high engagement. These contacts may not be the most frequent donors, but they are closely tied to your organization’s goal. Local contacts are not necessarily geographically local (though they may be), but should have a close relationship to your organization in other ways. They may fit any of the following characteristics:

  • Lives within 50 miles of the community you serve
  • Has volunteered previously with your organization
  • Has connected with you via email replies or on other platforms
  • Is personally affected by the issue your organization addresses
  • Participates in organizations similar to your own

While these contacts may not be the most engaged or donate the largest amount, they play a valuable role in moving your organization toward its goals. Because these subscribers are likely to have a connection to your organization’s aims, they may appreciate personal stories and educational emails. 

Local subscribers are also more likely to engage with calls for volunteer support and may amplify your message to others in their community. To learn about Mailchimp’s segmentation tools, including predicted location, consider setting up a training call with Pure Firefly.

Nonprofit Segment 3: The Newbie

When subscribers first join your audience, they present you with a major opportunity. These contacts are likely to be expecting emails and may be highly motivated to support your cause. Don’t let this opportunity pass you by: Use automated emails to Newbie segments to reach subscribers at key moments.

The Newbie segment should include characteristics like:

  • Just joined your audience
  • Recently attended their first event
  • Donated for the first time

Whenever a subscriber has a “first” with your organization, another opportunity for interaction opens up. Let your Newbies know how much they’re appreciated, and they may become diehard subscribers. This is what makes welcome automations such a key part of email marketing strategy!

Pure Firefly Can Help Level Up Your Segmentation

When it comes to segmentation, the possibilities are almost endless. The Diehard, the Local, and the Newbie are only 3 potential segments nonprofits should target with special messaging. Building segments tailored to your specific organization takes time and careful thought, so consider working with an email expert who can guide you through the process. 

Pure Firefly’s team of email specialists has years of experience in marketing, IT, & design. To take the first step towards more effective segmentation, book a strategy call with one of our team members, or contact us for more information.

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5 Essential Tips for an Effective Welcome Series in 2023

First impressions last a lifetime. In email marketing, a welcome series is your chance to make a good one! This automated series is an important tool for building relationships with your audience and turning subscribers into loyal customers or supporters. Here are 5 tips for creating an effective welcome series:

1. Make a Great First Impression

Your welcome series is the first impression that your subscribers will have of your brand, so it’s important to make it a good one. Use a clear and engaging subject line to entice your subscribers to open the email. Then, use a well-designed template that’s easy to read and clearly reflects your brand. Don’t forget to include a clear call-to-action (CTA) that encourages subscribers to engage.

2. Let the Data Guide You

When creating your welcome series, let the data guide you. Use information about your subscribers to create personalized content that speaks to their needs and interests. If you’ve sent emails before, use previous campaign analytics to inform your decisions about what to include in your welcome journey. Pure Firefly’s email marketing experts can help you analyze your data to create targeted content that resonates with your audience.

3. Get the Timing Right

Timing is everything when it comes to your welcome series. It’s essential to send frequently enough to stay top-of-mind without overwhelming your subscribers. Optimal timing may vary depending on your industry and audience, but many marketers find success with a 1-2-3 strategy. 

In this strategy, the first welcome email is sent immediately, the second email is sent one day later, the following two days later, and all the remaining emails are sent three days apart. Contact Pure Firefly to learn how this strategy might work for your own welcome series.

4. Save Sales for the End

Welcome series can be incredibly helpful in generating sales. One study by Experian found that welcome emails generate 3 times higher revenue and transactions than regular promotional emails. However, don’t make the mistake of trying to sell too soon in your welcome series. Your subscribers are just getting to know your brand, so focus on building a relationship before making a sales pitch. 

If you offer a free giveaway or discount in your signup form, provide that immediately, and then turn your attention to more educational content about your organization. Help subscribers trust and appreciate your brand before nudging them towards a sale.

5. Tell Your Story

Your welcome series is an opportunity to tell your brand’s story and share your values with your subscribers. Incorporating storytelling in a welcome automation can help tie all the emails together. Stories to focus on may include:

  • How & why your business was founded
  • Someone your organization has helped
  • Your founder’s bio 
  • A story about the city/town/locality where you’re based
  • A major event you’ve hosted

Adding a personal touch to your welcome series can set you apart from your competitors and build trust with new subscribers. If you’re not sure how to incorporate storytelling into your welcome journey, consider working with an email marketing agency like Pure Firefly.

 

When in Doubt, Work with Pure Firefly

Storytelling, strategic timing, and data-backed design can all improve your welcome series. However, many brands don’t have the time or expertise to invest in an exceptional welcome series. If you need some support creating a welcome automation that works, reach out to Pure Firefly. We’re Mailchimp experts with years of experience in IT & design. Welcome automations are one of our most popular services. Contact us for a free quote or consultation!

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Mailchimp Segmentation: Tags, Groups, and Segments

Many new email marketers wonder what the difference is between tags, groups, and segments. All three are Mailchimp segmentation tools for audience organization. However, each tool is slightly different and is best suited to unique applications. Here’s a basic breakdown of all Mailchimp segmentation options.

Mailchimp Tags are Labels for Your Contacts

Tags are Mailchimp’s simplest segmentation tool. Tags can be added automatically through imports, integrations, and automated journeys. They can also be assigned to contacts manually from the audience page. 

When you add a tag to a subscriber, Mailchimp attaches it to the contact’s records like a label. Then, you can send targeted campaigns to all contacts who have that label attached. Tags can also be used to trigger automations, or as a simple way to store & organize data about your contacts.

Some example uses for tags could be: 

  • Manually tagging all contacts who attended an event 
  • Tagging any contacts who purchased a particular type of product
  • Automatically tagging subscribers that sign up through a particular form

Need help creating your tags? Try a strategy call with one of our email experts.

Create Categories with Mailchimp Groups

Similar to tags, Mailchimp groups can identify your contacts based on their interests or characteristics. However, groups are organized into categories, while tags have no hierarchical organization. 

It can be helpful to visualize groups as a multiple choice question: the group category is the “question” subscribers answer by selecting one (or more) of your group options. Visible groups allow contacts to opt into the kinds of emails that interest them. However, groups can also be hidden and used internally to organize an audience into general categories. At Pure Firefly, we often use groups during audience consolidation projects. Contact us to learn more!

One example of a hidden group would be a category for “State Employees” with the groups: State Representative, Senator, and Staffer. 

Segments Are Filters: They Change with Your Audience

A Mailchimp segment is a filter composed of a series of logical statements. When you set up a segment from your All Contacts page, segment page, or campaign builder, you choose the characteristics the filter should search for. Then, Mailchimp continuously updates your saved segment with any audience members who match these characteristics.

These characteristics may include any of the following elements:

  • Information about your contacts: Name, email, location, etc.
  • What contacts have done: Campaign activity, e-commerce purchases, etc.
  • Groups and Tags

Compared to groups and tags, segments are “stretchy.” They adjust with your audience. For example, a segment with the conditions: “Campaign activity > Has opened > All of the last 5 campaigns” will continuously change as different contacts open your emails. The segment may contain 100 contacts, and then drop to 80 if you have deliverability issues on newer campaigns.

Mailchimp’s segment builder is updated frequently, so keep an eye out for new segmentation options or set up a call with one of our email specialists to step up your segmentation game.

Pure Firefly Can Help You Set Up Effective Segmentation

If all of Mailchimp’s segmentation options make your head spin, don’t worry! Pro Partners like Pure Firefly can help you set up segments, tags, and groups to maximize your potential engagement. Schedule a quick training call for one-time segmentation concerns. For more extensive projects, contact us any time.

Our Mailchimp audit is a great way to check that all your segmentation options are used to their highest potential.

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