Understanding Fundraising Email Analytics for Political Campaigns Using MoneyMail

If you haven’t heard, Raise The Money launched its own in-house email marketing platform back in April. MoneyMail cuts out the middle-man, and automatically enters contact information for your donors after they contribute, making it really easy to send out more fundraising emails and raise more money. No more copying and pasting. No more triple-checking email addresses to make sure you didn’t miss a period or underscore. For those of you already using MoneyMail… Congratulations, you’re that much closer to winning your election. For the rest of you, let’s talk about a few of MoneyMail’s features, how to interpret the analytics behind each email you send and how use them to your advantage.

For each email set you send, MoneyMail tells you how that email set performed. More specifically, it tells you the open rate, how many times your contribution form was clicked, how many times a separate link was clicked, how many emails bounced, and how many people on your list unsubscribed. These analytics help you get to know your donors. You’ll know what time of day they’re checking emails, what content they respond more to, etc. However, the only real way to get to know your donors is by sending out emails at different times of the day on different days of the week and comparing those results. And keep in mind, your “Recurring Donors” distribution list will have an entirely different performance rate than your “Potential Donors” list.

                Once you’ve sent out several emails to the same Distribution List, compare the analytics. You might find your “Recurring Donors” list responds more to emails sent in the morning. Your “Potential Donors” list might have a high unsubscribe rate. This is expected, so don’t be discouraged. Being perceptive to slight changes in your analytics and making changes to accommodate them will ensure you have successful fundraising emails. Additionally, write the email with your donor in mind. Don’t make it all about you. Talk about ways you intend to help them and their community if you get elected. Most importantly, don’t forget your call to action. MoneyMail automatically includes a link to your donation form in the email but address it to ensure your donors know it’s there. To jumpstart your fundraising efforts, sign up for a RaiseTheMoney.com account here.

                As always, email us if you have any questions or concerns. We wish you the best of luck in your fundraising efforts!