Use email campaigns for fundraising appeals, image marketing, etc.
HTML email cost is approx. 1/10 of direct mail
Higher ROI; 2.31% avg. response rate; regular mail is ~5.5% (slightly less than half the response rate, but a tenth of the cost)
HTML email 2x response rate of text email
These appeals have a measurable response
Must test in a zillion email clients; best to use a single table? Avoid nesting?
T-W-Th are best days to email. After 9 and before noon.
Be conscious of oversaturating; frequency
Flash more than 98 percent penetration
Broadband now over 60 percent penetration in U.S. (Pew I&AL research)
Flash appeals have higher response – should include audio. Typically 90 seconds or so.
Ask for action at end of appeal; the intent of the email is to motivate a click-through.