Email tip – Nonprofit Email Inspiration

Email is a simple and cost-effective way for nonprofits to connect with donors, supporters, and members. Use email to thank donors, educate members on future goals, and explain your mission to contacts who haven’t gotten involved.

Check out our Nonprofit Email inspiration Gallery to get you thinking about engaging with your email subscribers!

Nonprofit digital marketing toolkit

Huge thanks to everyone who joined our webinar with IBM – Three Ways Nonprofits Can Increase Conversions Online. 

According to Blackbaud’s Charitable Giving Report, online giving grew 8.9% in 2014 compared to 2013. That’s on top of 13.5% year-over-year growth in 2013 (get the report below). This growth represents a huge opportunity for busy nonprofits to maximize digital channels to capture and engage donors without wiping out their marketing budgets.

By taking the time to understand donors and the sentiments motivating their giving, as well as the best times to reach them and the channels they respond to best, savvy nonprofits can invest resources in the marketing initiatives that resonate best with their audience.

As promised, our nonprofit toolkit (below) has all kinds of tips and checklists to help nonprofits maximize their digital budgets, while growing their email list, boosting social activity, and driving quality leads to their website.

Build your Own Persona Worksheet Grow Your Email List with Popovers
5 ways to boost social media success Responsive Email List CheatSheet
Blackbaud Charitable Giving Report Vital Email Marketing Trends
Map the Customer Journey Personalization infographic
 Content Marketing Chimes for Autism  Mobilegeddon and Responsive Website Design
 Personalized emails are irresistible SEO + PPC drives quality leads to your website

Marketing tip – are you on the Holiday Marketing Naughty List?

Developing a creative, effective holiday marketing plan is imperative, but there are a lot of moving parts to account for in our omni channel retail environments.  Our Holiday Marketing Naughty or Nice list will help you check that you haven’t overlooked any important steps.

A naughty brand comes up with an ad hoc plan, but a nice brand looks back on their marketing initiatives last year, measures results, and tailors those successes to maximize conversions this season. A naughty brand focuses on one channel, where as a nice brand optimizes a variety of channels to deliver an exceptional shopping experience wherever their customers are.

Fill out our fast, seven-step checklist to make certain that you’re not on the naughty list. Then, check out our holiday toolkit for easy tips to up your marketing game for the holidays.

Email tip – Outlook’s Clutter + B2B Email Marketing

Say hello to Clutter, Outlook’s new,  smarter “Junk” folder. Clutter captures emails that are not designated as spam, but the recipient has historically shown no interest in. Follow along as we explain what Clutter is + how it affects B2B email marketing.

What is Clutter?

inbox-clutterOutlook’s Clutter is a new system for filtering out mailings that are marked “low-priority” or “uninteresting” based on past and current engagement levels. The functionality is similar to the Junk Email folder already in Outlook, but these emails aren’t spam. They’re just mailings that have proven to be less likely opened by the recipient, based on previous open and click behavior.

How does Outlook’s Clutter work?

You might have missed this new feature, as the Clutter folder looks just like any other folder in Outlook’s Inbox. Clutter works automatically, as long as the feature is enabled in the Outlook Web App (OWA), but it can be turned on or off by the user at any time.

Emails won’t be immediately segmented into Clutter. It takes Outlook a little while to learn your mailing preferences and behavior before it begins flagging emails. You can facilitate this process by manually using the “move to clutter” feature or flagging them as clutter.

Once Outlook learns your behavior and engagement levels with certain types of mailings (based on sender and recipients), it applies the same rules to those emails going forward.

As Clutter adds mailings from the inbox to the Clutter folder, you’ll receive a summary email from Outlook of the number of mailings from certain senders that have been removed from Inbox. You can quickly scan the mailings in your Clutter folder and move any relevant emails back to your Inbox.

(It’s important to note that Clutter can disproportionately affect B2B marketers, because they’re more likely to be sending to a business (Outlook) email address.)


Cutting through the Clutter

How will Clutter impact email marketers? Keep your emails out of the Clutter box by sending relevant, high-quality mailings customers will want to open and engage with. High engagement levels keep your emails in recipients’ Inbox and out of Clutter.

Target, optimize and test! Target and segment your email list, so recipients only get mailings relevant to them. Optimize your subject line, call to action, and mailing body to boost opens and clicks. Test and tailor until you get consistent high engagement levels.

So What?

Watch your Outlook Clutter folder, as the system learns your engagement levels. Save your mailings from routing to Clutter by sending targeted messages to segmented groups that will find your mailings interesting and relevant to them (you should already be doing this). Gone are the days of batch and blast, so target, optimize, and test to your advantage.

Mobile tip – 4 ways mobile shoppers boost in-store + online spending

Thanksgiving shopping Bag and computer mouseThanksgiving 2014 was a milestone. For the first time, more consumers visited websites from mobile devices than from desktop computers. This habit extends beyond holiday online shopping – 53% of emails were opened on mobile devices in 2014 (a 500% increase in just four years). Mobile’s growth is a wake up call for anyone doing business online.

This holiday season, your emails and websites needs to be mobile-friendly or half your traffic will buy from brands that make it easier to read, browse, and shop from a tiny screen.

Brands offering a fantastic mobile shopping experience will maintain or grow their online base, and brands that don’t will lose customers.

Forward-thinking companies are leveraging mobile to increase their e-commerce ROI and generate in-store sales. To maximize holiday spending this year, see how mobile apps can integrate the online and in-store shopping experience.

Mobile shoppers browse before buying

Neiman Marcus Snap. Find. Shop mobile app‘N Sync gets what some brands don’t – buy-buy-buy is over (we couldn’t pass this reference up!). Customers are so over the pushy sales tactics. Instead, they want to price shop, read reviews, and see similar products to be sure they’re buying the right item at the right price.

Smartphones make it easier for customers to do product research, whether they’re browsing from their couch or pulling up competitor pricing in a store aisle. (Cough, Forrester says 34% of customers have used their mobile device to research products while in a store.)

Instead of fighting savvy shoppers, brands are using their mobile apps to supply customers with the information they need to feel ready to buy.

Neiman Marcus rolled out a Snap.Find.Shop feature in their mobile app that allows customers to take a picture of a product and retrieve similar items. They can purchase the photographed item or the product recommendations with just a few clicks.

Even better? They don’t even need to be in the Neiman Marcus store! By leveraging 3-D visual search technology, a person can take a picture of someone they see on the street and the app returns products with a similar look and feel that Neiman Marcus sells. The feature is currently limited to shoes and handbags, but Neiman Marcus intends to add additional product lines in the future.

The genius of Snap.Find.Shop is mobile shoppers checking out items from other stores are guided to instead purchase them from Neiman Marcus – a win for any brand.

Continue reading Mobile tip – 4 ways mobile shoppers boost in-store + online spending


Ali Nazam Whereoware Behind the GlassesEach month, we’ll go behind the glasses with one of our fab employees here at Whereoware. For September, we get to know Ali, our Online Marketing Manager, a little better.


What’s your name?
Ali Nazam
Job title:
Online Marketing Manager


Favorite food: Shrimp.
Hidden talents: Supporting Washington sports teams…without having a stress induced heart attack.
In a zombie apocalypse, my weapon of choice would be: A tank.
One item you would bring with you to a desert island and why: My dog. He would spend all day worrying/wondering where I am, if I didn’t.


Facebook or Twitter: Facebook
iOS or Android: I like to go back and forth.
‘Nerd’ or ‘Geek’: Geek
Star Wars or Star Trek? Star Wars

What’s the best part about working at Whereoware?

The extremely talented + smart people I work with every day. Most days, I leave work having learned something new.

PPC Tip – 7 Steps to Optimize PPC for the Holidays

Now’s the time to think about your paid search strategy for the upcoming holiday season. What did or didn’t work last year? Do you have the budget? Follow these 7 Steps to optimize your PPC plan for the holidays to increase ROI this year.

1. Lookback to Last Year

When looking back to last year’s paid search plan, what combination of keywords, bids, and timing were the holy-grail?

Note the keywords, ad copy, or promotions that targeted the most relevant traffic and the time of day or day of the week traffic times peaked. Use this combination of keywords and timing to bundle the perfect paid search plan and adjust your budgets for bidding accordingly.


2. Start Early

Once you review last year’s strategy, it’s time to kick it into high gear for this season — and we mean now.

Continue reading PPC Tip – 7 Steps to Optimize PPC for the Holidays

Ready for holiday shoppers? Get the 2015 Holiday Toolkit

Eric Dean, Whereoware's CEO

“Before starting Whereoware, I worked on the product and vendor side of the Industry, culminating with owning a small home décor manufacturing and wholesale business. As the calendar flips to September, I still remember the stress of preparing for the busy holiday season and its make-or-break impact on our bottom line. I know it’s hard to focus and execute a holiday strategy when the rest of the country is enjoying the end of summer.

But, 15 years working in digital taught me the benefits of planning smart and starting early. Begin by breaking up your holiday sales plan into small, actionable chunks. To help, we’ve put together an E-commerce Toolkit with simple tips, templates, and ideas to increase your website traffic, maximize your email campaigns, and boost conversions this holiday season. We’ll continue to add new resources, so check back often in the next few months.

Please reach out if you need any help organizing or executing your digital strategy. We hope you sleep a little better through these next few months and enjoy strong growth in your digital channels.”     ̶̶    Eric Dean, CEO.

2015 e-commerce calendar Holiday Email Inspiration icon-2
IBM slideshow: Preparing for the 2015 holiday shopping season 4 website tweaks to convert holiday shoppers
3 Metrics to benchmark holiday shopping success Holiday Shopping trends 2014 Infographic
Free Holiday Email Templates Icon-2 How to build a holiday gif
IBM Holiday Shopping Benchmark Report mobile-shoppers-icon

Get the 2014 Holiday Shopping trends infographic

Did you miss IBM ExperienceOne’s – U.S. Retail Online Holiday Shopping Recap Report 2014? This digital analytics benchmark investigates last year’s holiday retail habits, breaking down sales growth, activity/spending by channel, busiest shopping days, + more.

For example, mobile traffic starting on Thanksgiving and continuing throughout the Christmas season last year surpassed desktop traffic for the first time.

We’ve summarized the important insights below in a handy 2014 Holiday Shopping trends infographic to help you plan your digital strategy this year.