21NTC Session
Marketing/Communications

Build Your Email List for Engagement

Description

When it comes to your email list, bigger isn’t always better. A big email list could be filled with people who haven’t opened or clicked in ages, increasing your email costs while dragging down deliverability and response rates. A smaller, more engaged email list can be far more effective.

Hear how one nonprofit transformed its email program by focusing on engagement. You’ll learn how to:

  • Spot the signs that you have an email engagement problem
  • Find and eliminate “ghosts” and “zombies” from your email list
  • Set new goals for engaged email list growth
  • Create communications plans, metrics, and benchmarks to help you reach your goals

Session Type

30 minute session

Learning Outcomes

  • Spot the signs that you have an email engagement problem
  • Eliminate "ghosts" and "zombies" from your email list
  • Set new goals for engaged email list growth; create communications plans, metrics & benchmarks to help you reach your goals

Target Audience

Marketing and communications staff who are responsible for email list growth

Tags

AnalyticsCase StudyEmailEngagement

Speakers

Judy Freed

Senior Marketing Manager

Alliance for the Great Lakes

Judy Freed is a digital and direct response marketer whose experience spans the nonprofit and for-profit sectors. Some career highlights include: • Tripled online revenue and doubled the email list for a regional nonprofit • Built a $4 million telemarketing program from scratch • Managed a $30 million direct mail profit center (U.S. and Canada) • Developed an award-winning radio PSA campaign Judy co-leads the NTEN Digital Advertising online community with Tricia Maddrey Baker, and spent two years leading the Nonprofits and Data online community with Janice Chan. She works at the Alliance for the Great Lakes, an environmental organization based in Chicago, where she manages constituent acquisition and retention campaigns and serves as the in-house expert on analytics, segmentation and marketing technology. Judy holds a M.S. in Integrated Marketing Communications / Direct Marketing from Northwestern University and a B.A. in History and Music from Harvard University. In her secret life, you can find Judy writing musicals with some very talented composers and lyricists.

Details

Day

Tuesday
March 23, 2021

Time

11:00am – 11:30am