EMAIL MARKETING Sue Fidler

1. EMAIL MARKETING Sue Fidler

2. Why do email newsletters? • How to send emails • Audiences – building lists • Getting Delivered and Opened • Design • Content • Reporting • Objectives? • Planning

3. Why? More than 80% of UK population have email Email is 99.9% unique

4. 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 Forward to a friend

5. How? • The mechanisms 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

8. Who to send to? • Any audience – however large or small: • The key is not how many audiences you have but whether you have something to say... • Supporters/donors • Campaigners • Clients • Users • Staff • Job Seakers

9. Names:where do you get them? • Building your own list gets higher open and click through than any bought list • Swap names with peers • Get article in press or other newsletters • Buying lists – don’t without expert help

10. Building Lists • where are you asking • ask on every page of your website, • on all on and offline forms, • on fundrasising, marketing, campaiggns, membership asks • target landing pages to offer relevant emails • what are you offering • ONLY ask for what you need • give an example of content • can you offer multiple options to type or frequency? • ask them to help you save money and the environment..

11. Building Lists • thank you email • cross sell • thank you landing page • cross sell • give them options to move onto next thing • opt out practice • send a goodbye email and confirm opt out • don’t forget Forward to A Friend Opt in • do you represent trust? – privacy policy link • ALWAYS CHECK ENTRANCE AND EXIT POINTS

12. Data Protection • are you registered with the IPO? • only costs £35 pa and makes you look professional • where is your data? • who can see it? • who can use it? • how do you manage? • hard bounces (spam) • soft bounces • unsubscribes • you should be able to track and keep history of subscribes and unsubscribes

13. Getting Delivered • SPF • Sender ID, • Registered IP address, • Google, hotmail, yahoo white listing • Spam check • Subject Line: • don’t use symbols, capitals and FREE OFFER WINNER • Content avoid: • key spam words, large fonts, too many bright colours.

14. Checking delivery • seed names into the address books • create gmail, yahoo, hotmail accounts • check design in different browsers

15. Getting Opened • FROM address • branded • clear • friendly

16. Subject lines • Keep it Short 50 characters or less - 10 words- preview pane only. • Make them curious - ask a leading question • Avoid spam filter words • Create a benefit. "What's in it for me?“ • Create a sense of urgency - stress urgency and timeliness • If relevant make it personal "thank you for your gift to..." • reinforce brand, be honest, be relevant, be timely • do not mislead

17. Content: Design • 600-650 pixels wide • Always have "read this in your browser“ • As short as possible - above the fold • Headlines to catch the eye, brief copy, few strong images

18. Email Formats • HTML • Text Only

21. Email Formats • HTML • Text Only Critical you do both

22. Content: Copy • assume that most people have heard of you before they get your email • once they open it they have expectations based on FROM, subject and who you are • remind people of threads.. like events and campaigns. • highlight "attention nodes" - highlights, callouts.. • be less formal and more personal • dynamic content - adding personalised content beyond contact details. • don’t use forms, they don’t work in most browsers • using video or audio - in the email or onsite

23. Content: Personalisation • best if you cab have Dear Firstname • add as much personalisation is relevant: • For example if you know corporate name and company: • Dear John, • Its great that Dixons is supporting our campaign… • add more if it is pertinent – • last donation, action, • conection/attribute or interest • personalised content – if you know their interests produce stories to match

24. Segmentation • split openers and clickers into groups • by location • geographic area of interest • subject • lurkers, just get general enews.. • can test pushing them one way or another to convert • specialists - donors, campaigners, job seekers, events attendees etc • accept what they want to engage in, • send them specific emails with subtle cross selling

25. Content: Call to Action • click through - to where? • tailored landing pages • must match branding, font etc of destination - consistent user experience • either a single very clear message or a small range of options • "vote here" should just have that, • "support our campaign" might have donate, petition, contact MP • tell readers the benefits of their actions • forward/tell your friends.. Corporates now recon 2/3 sales are influenced by shared opinions

26. Content: pass it on • forward to a friend • would you recommend us? • testimonials • ask people to reply with comments and feedback • linking to blogs - ask people to comment • social networking - ask people to join facebook, twitter etc

27. Integration • where are you inviting people from.. • offline, website, facebook and twitter • here comes our enews • sign up for our upcoming enews • get our latest campaign here.. • read more on our enews • use facebook updates and tweet the same stories • drive traffic to enews from all available source • and from enews to the web

28. Content: Bells and Whistles • surveys/polls • objectives, • target audience, • questions clear and concise, • don't use acronyms, • don't ask negatives, • make sure answers are mutually exclusive ie 18-24 24-35. • no leading questions • be brief • if it is long have pages to show completion • always send thank you email • always follow up with results

29. Content: Virals • have an idea • short and sweet or clever/funny • make it easy to forward • show the benefit • build into bigger picture • measure it • send out press releases to influencers who will blog and tweet • integrate with Facebook, Twitter, YouTube, etc

30. Reporting • opens, click through, • bounce, unsubscribe and replies • who clicked on what • don’t forget who didn’t open or didn’t click. • integrating data into other databases • integrate the email links to analytics. • can you track actions in other mediums? • should you clean your list?

32. Why? • What are the objectives • Set Goals/KPI’s • Can you place a value on emails, how will you measure? • Develop acquisition, retention and reactivation plans • Focus on behavior • Tailor landing pages • Optimise content • Map out ongoing campaign plan

33. Email Ladder • welcome- very high open rate, don’t just say thank you for joining • awareness- purpose: brand awareness bridge media and identify interest • development- purpose: develop involvement ,confirm interest/engagement • conversion- purpose: online action • thank you – purpose: cross sell other actions reinfoceengagament • loyalty- purpose: broaden and deepen relationship improve lifetime value

34. Planning • Why are you doing it? – set objectives • Who are you sending to? – identify audiences, capture names • What are you communicating? • What are your outcomes? actions • Set you targets • Plan your resources – content, links etc

35. Q & A

36. Demo

37. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.facebook.com/suefidler twitter.com/SueFidler CharityeMail: www.CharityeMail.co.uk twitter.com/CharityeMail