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Sue Fidler [email protected] 07889 350285 www.suefidler.com www.charityemail.co.uk Why? Great for fast communications, - nearly all opens are within first 24rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals

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Presentation Transcript
slide1

Sue Fidler

[email protected]

07889 350285

www.suefidler.com

www.charityemail.co.uk

slide2

Why?

Great for fast communications,

- nearly all opens are within first 24rs

Good for repeat/follow up messages

Good reporting – who and what

Good for calls to action - campaigns and appeals

Spreading the Word - Forward to a friend

slide9

NEW NAMES

WEB VIEW

LEGAL REQUIREMENTS

slide14

Writing and Tone

Email is normally less formal than print

Email is considered very personal (2nd after SMS)

KISS – short sentences, paragraphs and calls to action

Obvious calls to action/find out more

Consistent tone, author, style and FROM address

slide15

DELIVERY

and

COMPLIANCE

slide16

Delivery: The mechanism used to send

  • and deliver bulk emails
  • Three methods:
  • Outlook/Eudora/Lotus/other PC/pop3 based email system
  • In-House bulk email broadcast software
  • ASP bulk email broadcast software
  • (known as Email Service Provider)
slide26

OUTLOOKIS BAD

FOR BULK EMAILS

slide27

Compliance:Making your email legal and acceptable

  • Data Protection Act (DPA) in EU
    • OPT IN
    • PROOF
    • UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!)
    • RIGHT TO SEE RECORD
slide28

Compliance:

  • Data Control
    • Who can get to the data –
      • What might they use it for?
    • Are all copies of the address book kept up to date –
    • Update the unsubscribes on all databases
    • Who is sending what and when and to whom?
      • Step 1 – e-comms strategy
      • step 2 – comms strategy
slide29

Compliance:

  • SPAM
    • DPA
    • Know where the addresses came from
    • Send from a registered email broadcast service
    • - NOT YOUR IT SERVER
slide30

Compliance:

  • Accessibility
    • HTML and Text version
    • Web version
    • Alt tags on the images
    • Contrast, links underlined
    • Unsubscribe and subscription management
slide31

Compliance:

  • User Friendly
    • Clear layout and branding
    • Regular FROM address
    • Regular Subject Line
    • Links all work
slide32

Compliance:

  • Frequency
    • How often can you send?
      • Enews – daily, weekly, monthly
      • Viral – taster, reminder
      • Campaigns – taster, reminder, updates
slide33

Compliance:

  • Audience Choice
      • HOW – post/phone/email/SMS
      • WHAT – news/campaigns/fundraising
      • WHEN – how often
slide34

Compliance:

  • Audience Choice for email
      • Format – HTML/TEXT
      • What – news/campaigns/fundraising
      • When – how often
      • Subscription Management
      • UNSUBSCRIBE
slide35

Compliance:

  • Format - HTML, TEXT or both?
      • UK, USA, Europe, Eastern Europe etc etc
        • HTML and TEXT
      • Africa, Asia, South America
        • HTML and TEXT
      • Audience Choice
slide36

Names:where do you get them?

    • Online sign up
    • Offer email URL on every piece of
    • paper/poster/leaflet
    • Offer email opt in via EVERY response
    • mechanism; mail, web, phone
    • Existing paper-based newsletter
    • Swap names with peers
    • Get article in press or other newsletters
    • Buy lists…
slide37

RECAP

    • OUTLOOK IS BAD (ESP Email Delivery is best)
    • DPA/Data control
    • Accessibility and usability
    • HTML AND TEXT
    • OFFER AUDIENCE CHOICE
    • Build your own lists
slide38

4 Papers:

  • Why eMail?
  • Best Practice for Sending eMails
  • Best Practice for Designing eMails
  • Data Protection
  • www.charityemail.co.uk
slide39

Sue Fidler

[email protected]

07889 350285

www.suefidler.com

www.charityemail.co.uk

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