In the past, email personalization meant simply inserting a contact’s first name with a merge field into your email greeting, and crossing your fingers that your data was accurate.
If you’re engaged in fundraising or constituent mobilization of any kind, marketing automation can be a game-changer for your nonprofit. And with marketing automation tools like Pardot, personalization goes much further – allowing you to automate timely, relevant, thoughtful content and touchpoints throughout a donor’s life cycle.
Here are just a few of the tools you can use to personalize your constituent communications with Pardot:
With features like automation rules, completion actions and Engagement Studio drip programs, Pardot allows you to send immediate or time-based emails based on constituent actions and attributes. For instance, auto-send an email on a donor’s anniversary or birthday, automate donation thank-you emails, send immediate event confirmation emails upon RSVP and much more.
Do your constituents open more emails that are sent “from” your executive director, or a more generic sender name? Do they donate more in response to longer emails with no external links, or to short copy that directs them to a landing page? With Pardot’s A/B testing feature, you can test these scenarios and more. Send two email versions to a percentage of your recipient list, specify your test timeframe and optimize in real-time by automatically sending the winning version to the majority of your list when the test is complete.
Do you know what types of content your constituents find most engaging? Using Pardot tags, you can keep track of the links people click, and even the pages they view on your website. You can then use this information to send tailored follow-up emails, build drip programs around specific content themes, and inform future content creation overall.
Ready to see how marketing automation can transform your nonprofit? Check out our eBook, Expanding Your Donor Management with Salesforce and Engagement Marketing.