Category: Mobile
Fasten Your Seatbelts…
Let’s face it: we’re in for another roller coaster year. We know that. What we don’t know is what the high and low points will be; what will trigger or suppress giving; what the political landscape will look like in a year—or tomorrow. As an industry, we need to collaborate more than ever, sharing strategies […]
Read MoreDon’t Ignore Mobilegeddon
By now, you have heard of the change to Google’s search algorithm, which took effect in late April—and was quickly dubbed Mobilegeddon. No, it’s not a summer blockbuster, but clearly the new algorithm has generated strong opinions in the digital world. I’m hoping that it also triggers decisive action on the part of nonprofits.
More Email, More Segmentation, More Revenue
Here is what I’ve seen and heard online recently:
• Check out Alchemy Worx’s 3 Reasons to Consider Sending More Emails and remember that an increase in volume must also be relevant and meaningful to your supporters.
• Want more choices than simply Subject Line A or Subject Line B when segmenting your email file? Google Grid View allows marketers to send Image A, B, C, D, and E, all at once, and let an algorithm determine which of these images to serve to the person seeing it, based on the device, time of day, location, behavior, gender, age, and even purchase history. Read all about it!
• And last, a blog about click-to-call technology – in The Mobile Call to Action That Drives More Revenue Than the Rest, Eric Holmen cites Google’s report, The Role of the Click to Call in the Path to Purchase, 70 percent of mobile searchers have used the call button to connect directly with a business from the search results page. Definitely something to consider when potential supporters are seeking information about your organization and you’re seeking to convert them to donors.
Read MoreTop 5 Takeaways from DMAW Digital Day
1. Mobile email use is growing quickly, so now is the time to focus on mobile-friendly email design. Skinnier, single-column designs with touch-friendly calls to action, large fonts, and streamlined messages all add up to a better mobile experience for your supporters. And like other direct marketing channels, it’s important to test different components (e.g., subject line, snippet text, call to action) to improve performance.
2. Consider cross-channel analytics to get a better sense of how direct mail acquisition lists are working for your organization. Is match-back analysis showing that donors are receiving your mail, but giving online? And does that factor into the direct mail list performance?
3. A key point from a session that covered testing, mobile design, and sustainer lightboxes: When rolling out mobile strategy, make sure to test mobile-responsive donation forms and landing pages between web-driven and email-driven traffic – results might be different!
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