Is it possible for animal organizations to increase their revenue from email by 80 percent over the previous year? Absolutely. Just ask Sue Citro, chief digital officer for Best Friends Animal Society. In her presentation at the 2016 Best Friends National Conference, Citro shared how they increased their email revenue a whopping 82 percent year over year, and how you can do the same.

“No matter what you’re currently doing with your email – it can be working harder for you and raising even more money than it is today,” she told attendees.

Three key things Citro said you must understand about making your email more effective:

• It helps you be more relevant, which is your top priority. “Don’t send email, send an experience. There are too many useless emails out there.”
• Email is the best player on the team. “Email works the hardest and gives the biggest ROI. For each dollar invested, you get a $38 return.”
• Be social. “People trust people in their social networks, and people on your email lists are three times more likely to share for you on social than your social followers are. Take advantage of that.”

Ready to take your email marketing to the next level to bring in more donations? Watch the full presentation, Digital Tactics: Building Email Campaigns that Bring in the Money, to see specific examples of how to deliver a great experience and perform an audit on your email communications.