What Are the True Costs of Email Marketing?

hiresEmail marketing and email fundraising have been known to have a good return on investment (ROI), but a good business person will not simply disregard all the expenses incurred in the entire business marketing promotion online. Knowing the actual cost of an email marketing or email fundraising campaign will help you get the best value for your money. In this article, we will break down the actual cost of email marketing for you. Knowing the cost of an undertaking will help prevent surprises that could be unpleasant down the road.

  1. The number of campaigns  – Knowing the number of campaigns is the most obvious determinant of the cost of any Internet business marketing promotion. When you are just starting out, this is not going to matter the most because you will obviously have lesser campaigns to make. But as your business grows bigger, you will have to begin to plan the number of campaigns that you are going to make because this can be potentially burn a hole in your pocket.
  2. Number of contacts and emails you want to send – Another thing that you have to look at is the number of contacts which correlates to the number of emails that you want to send every month. The higher this goes, the higher you will have to spend.
  3. Fees for marketing manager or agency – For those who are just starting out, the tendency is to hire a cheaper ESP (Email Service Provider), but these may have certain caveat. Sometimes cheap is also synonymous with lousy service and that is why you have to be very careful in the selection process. As your business grows, it stands to reason that you have to consider hiring a top tier fundraising company which means, higher fees as well.
  4. The cost of the email list – For those who are too lazy to build an email list from scratch, you would have to count also the cost of renting an email list. As we have warned in our previous posts, this can also mean low conversion because of low relevance.
  5. Fees for technical support – Depending on the plan that you bought, some fundraising companies do offer technical support for an extra fee. This will give you certain advantage but you have to remember that this could mean extra expenses too.

Since cost is the most important factor in every business decision, knowing the cost of an email marketing campaign has a lot of advantages. But despite its cost, email marketing has great return of investment and therefore should not be ignored by any online business person. Studies have shown that for every dollar that you spend on email marketing, it will have an ROI of $42. Planning for it though, will even give you a better bang for every buck.

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Measuring Success in Non Profit Website Design

It isn’t enough to have a nice website. Your decisions about content management and non profit website design need to be based on measurable results rather than guesswork. Decisions based on what you like or you think your non profit website visitors will like can often lead you down the wrong path. So how do you measure success?

The answer is conversion rates. When you invest money in a website and the methods you use to bring traffic to it, your return on investment (ROI) is a conversion from visitor to subscribers (new email addresses), sales, donations, etc. Your non profit website design and content need to be based on careful analytics and informed decisions.

Here are some steps you can take to improve your conversation rate.

  1. Reduce clicks. The more clicks you place between a visitor on the action you want them to take, the more chances you take of losing them.
  2. Eavesdrop. Watch where your visitors go, what they do, and what they don’t do. In many cases, your website host offers analytics that will allow you to see where your visitors go on your site. A good starting point is Google Analytics — it’ll help you analyze what pages are attracting visitors, keeping them there long enough to read the messages you’ve presented, and enticing them to fill out your forms or click through to donation pages. You’ll want to know from where visitors are leaving the site, and you’ll want to know how many people abandon your shopping cart in the middle of making a donation.
  3. Analyze. Once you have the right analytics installed on your site, and you’re effectively using linking codes that tell you where your visitors come from, you can make an Excel spreadsheet that shows what promotions are bringing people to the site and the percentage of those visitors who are converting. This will help you determine what promotional methods are working the best and which pages are doing the best at converting.
  4. Study and tweak. Learn as much as you can about the behaviors of people who convert and what caused them to convert, along with people who didn’t convert. Tweak your website design and content until your conversion rates get to where you think they should be. Be sure to make small changes and then study for about a week so you know what changes made a difference. If you make too many changes all at the same time, you’ll never know which ones were the right ones.

Good non profit website design is not only about making a site look good or sound appealing to you. It’s about conversion rates. If you follow the tips above, you can carefully track what works and what doesn’t so you can make more informed decisions, not only about your site, but also about where and how you promote your site.

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