Segmenting Your Supporters with Marketing Automation Software

Segmenting in Marketing Automation Software for Nonprofits is a super feature

Segmenting your donors and members can be both the bane and the saving grace of a digital marketer’s existence. Ideally, each marketing message (from a simple Facebook social post to an elaborate email marketing program) should be targeted exactly to the portion of the audience that will find it most relevant, and is most likely to act on the call to action. In this article, I will review some of the challenges and value of utilizing segmentation in your nonprofit marketing processes.

Segmenting is Powerful in Top Marketing Automation Software for Nonprofits 

While segmenting donors may be a goal, segmentation is often difficult without the proper marketing database software. Not only does it include gathering enough relevant data about your potential constituents to make segmentation effective, it also requires an easy way to segment these supporters based on the information provided. Often, that second step is where segmentation falters; not surprisingly, effective targeting is commonly named among the major obstacles of digital marketing.

Fortunately, as our digital marketing needs have evolved away from batch and blast methodology, so has the ability to effectively and efficiently segment. Thank goodness! And one of the major developments aiding marketers has been the rise of marketing automation software, which helps in both steps of the segmentation process:

Getting Smart with Segmentation of Data 

For any segmentation effort to be effective, it has to rely on reliable, thorough data. Marketing automation software like Leads Liaison, Act-On and Informz ease the process through landing pages, which gather information about your leads as they enter the sales funnel.

Smart forms have especially helped marketers in this step, as they provide only the form fields for properties they have not yet entered in previous interactions with the website. This both shortens the form and allows marketers to get more in-depth information about their potential supporters, and thus is a significant help in gathering segmentation data.

Segmenting Supporters with Good Data

Gathering the data matters little if you don’t use it for effective segmentation. Thus, marketing automation software often includes easy ways to segment, from the ability to create workflows not just on contacts but specific properties, all the way to allowing exclusion lists in email sends. Solutions like Marketo also offer thorough tutorials that explain just how supporters (potential leads) can and should be segmented to be used effectively.

Email-marketing-segmentation for nonprofits is critical

And, in many leading marketing automation platforms, segmenting can allow you to do the following:

  • Combine profile attributes: Title, Department, Location, Etc.
  • With observed behaviors: Visited specific page, Attended a webinar, Downloaded xyz content, Etc.
  • And a specified time frame:1 day, 7 days, 14 days, …and so on

In short, marketing automation software has significantly eased the process of segmentation and helped marketers in nonprofits increase the effectiveness of their efforts. In my experience, segmentation is the secret sauce that helps you make your email marketing messages personal and relevant to your unique audiences, boosting member engagement and increasing conversion.

If your marketing strategy could use a segmentation boost, contact us! We’ll be happy to help you find the right solution. Until then, please keep SmartThoughts in mind.

Questions to Ask Marketing Automation Software for nonprofit organizations

The Beauty of Analytics within Marketing Automation Software

Marketing Analytics in Marketing Automation Software for Nonprofits

As any marketer knows, analytics are the key to success. Evaluating the success of your various strategies and tactics is crucial to understanding what went right, what bears repeating, and what needs to be adjusted. All those aspects may even be directly tied to your job security, right? In this article, I will review a beautiful benefit of many leading marketing automation software platforms; marketing analytics.

The Top Marketing Automation Software for Nonprofits Provide Strong Analytics 

If you are a marketer, you also know that success metrics can be difficult to come by. Even once you’ve determined what constitutes “success” for your marketing campaign, how do you actually compile the data from all of your sources and measure that success? That’s where marketing automation software for nonprofits comes into play and may provide a better picture for you.

Analytics-Based Marketing Automation Software

First, it’s important to note that marketing automation software like HubSpot, ACT-On, Boingnet & Lead Liaison etc. all provide some level of analytics in their platform.  Each software tool, from emails to calls to action, landing pages and blog posts, and almost every marketing automation feature is directly attached to a set of numbers that indicate results. In some cases, with a single click, marketers can find their average email open and click-through rates, web visits, and conversions. Beautiful, isn’t it?

For this article, I am going to briefly underscore how Hubspot one of the most popular Marketing Automation Software technologies tackles the concept of marketing analytics and integrates it into planning.

An Example, HubSpot’s Campaigns Tool

HubSpot’s Campaigns tool is absolutely crucial to success. Here, marketers can set up the timelines and goals for their marketing automation campaigns. These goals range from top-of-the-funnel objectives like web visits, all the way down to how many members or donors (customers) the campaign actually created.

After setting a timeline and goals, marketers can associate individual elements like blogs, emails, landing pages, calls to action, website visitor tracking and much more with the campaign. If your marketing automation includes social media or PPC marketing, you can even create individual tracking URLs that report their traffic directly to the Campaigns tool. For marketers, simply navigating to the campaign means finding all success metrics they could ask for, from general progress toward goals to the success of individual emails and other tools associated with the campaign.

In addition, HubSpot’s marketing analytics tools make it easy to calculate the ROI of everything you do in your marketing universe. Every channel and every touch point with your prospective supporters is boiled down to the most important metrics – the number and quality of leads (supporters) and customers (members and donors) it actually drives – and it all happens automatically.

The best marketing automation software for nonprofits requires good analytics

The Top Marketing Automation Software for Nonprofits 

To be sure, HubSpot offers a great solution for many organizations to get on top of marketing with data analytics. But it’s important to know that there are many other marketing automation software available for nonprofits as well. And, as the saying goes, “Beauty is in the eyes of the beholder”.

ACT-On, Boingnet Lead Liaison, Informz, eTrigue, Eloqua or Marketo (and many of the other 70 plus capable marketing platforms) offer some form of marketing analytics in their software tools which allow marketers to measure the tangible progress of their marketing campaign efforts.  Further, each offer other features which may or may not be a smart fit for your nonprofit. Indeed, there are many technology options which could make your campaigns look beautiful too! In a way, that’s the irony of beauty here.

If you’re a marketer who’s interested in integrating more structured analytics into your marketing automation efforts, we can help you find the best marketing automation software for your nonprofit!

Contact us to discover the options and possibilities. Until then, keep SmartThoughts in mind.

The Best Marketing Automation Software for Nonprofits List

How to Boost Data Quality in your Nonprofit CRM

Keys to Help Boost Data Quality in CRM Software for Nonprofits

I have been writing a lot about Marketing Automation Software in recent weeks. And, as I researched and thought about the wonderful aspects of various marketing automation technologies on the market, it reminded me of a basic necessity in the best marketing technologies or any database for that matter today; and that’s clean data. In this article, I discuss some fundamental challenges with data quality and offer 5 ways to help minimize those issues with donor software for nonprofits.

Doing business these days can feel a lot like watching a fast paced professional basketball game, everything is moving fast, and it’s hard to know where to look to keep up with the action. Along with massive improvements in technology, and even more efficient methods there are as many moving elements with keeping track of your data.

Having good clean data is paramount for any organization to utilize their database successfully for any purpose. Yet, it’s not uncommon for many nonprofit executives who call us for help in finding the best database software, to forget that fact. And, it’s hard to accept sometimes that it’s not a new Nonprofit CRM Software which is required but rather the problem with their database is poor data practices.

So, this is a bit of reminder that data accuracy is still an area for major improvement in many organizations today. And, the main cause of data quality issues are the result of human error. And, since we can’t get rid of humans, it’s important to know that there are several effective ways to improve your company’s data quality without drop kicking the CRM Software you have in place now.

5 Key Steps to Improve Data Quality in Databases for Nonprofits 

  • Identify Data Entry Points: Knowing who’s inputting the data, and where they are getting it from, can help eliminate redundancies, and discover where the errors are happening and why. Also, pinpointing where the high volume channels are, and where the most errors are happening will dictate where more attention, or staff need to be focused.
  • Thoroughly Train Staff: Properly educated staff will go along way with data accuracy. Avoid keeping your staff trained and up to date with your existing Nonprofit Database Management Software.
  • Utilize Automated Tools: Use automation to verify data, and ensure accuracy. Identify what data elements are of the utmost importance and prioritize and evaluate the best possible solutions.
  • Keep Databases Clean and Software Updated: Constant maintenance is imperative to ensure systems are performing at expected levels, and all tools are fully functioning. Also, make sure to run appropriate updates to maximize improvements in technology.
  • Reduce Duplicate Data: Multiple points of entry and human error are to blame for duplicates in your data. In order to reduce and remove duplicate data create a standardized contact platform, and deploy software designed to identify duplicates.

It’s inevitable that as long as there are humans working, there will be human errors happening, however, with the proper procedures in place, well-educated staff, and current technology, there’s no reason your company can’t improve the data quality in your database.

If you are contemplating a system change, please contact us to be sure that it is the right course of action rather than data quality. Until then, keep SmartThoughts in mind.

If you are seeking a Donor Software for Nonprofits , don't search without reading this!