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\nWith the close of 2020 fast approaching, end-of-year appeal planning is in full swing. This is a critical fundraising period for many organizations as donors contribute 34% of all giving at the end of the year. One of the most readily available appeal tools is also one of the most cost-effective, email marketing. Sending email appeals at the end of the year is a great way to reach your donors but, as we all know, companies cram inboxes with a LOT of email offers, sales, greetings, etc. around the holiday season. So how do you make sure your email doesn\u2019t get lost among the thousands of other emails vying for your donor\u2019s attention? Segment your email lists. Segmentation is key to a successful email campaign and provides the best chances of boosting your year-end appeal results.<\/p>\n
While email appeals offer a great return on investment ($40 received for every $1 spent) the fact remains that emails have a low conversion rate. On a daily basis, people receive an average of 121 emails, and email servers mark 45% of them as spam. That doesn\u2019t mean email campaigns aren\u2019t worth your time though. Studies have proven that segmentation helps these numbers significantly. A recent study conducted by MailChimp monitored 11,000 segmented email campaigns. Segmentation increased click-through rates by 65% and open rates by 14%! This technique also decreased unsubscribe rates by 9%. So let\u2019s look at some options for segmentation and then focus on what aspects of the email you can tailor for each group.<\/p>\n