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Sue Fidler sue@suefidler.com 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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Sue Fidler

sue@suefidler.com

07889 350285

www.suefidler.com

www.charityemail.co.uk


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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




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NEW NAMES

WEB VIEW

LEGAL REQUIREMENTS



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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


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DELIVERY

and

COMPLIANCE


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  • 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)





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OUTLOOKIS BAD

FOR BULK EMAILS


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  • Compliance:Making your email legal and acceptable

  • Data Protection Act (DPA) in EU

    • OPT IN

    • PROOF

    • UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!)

    • RIGHT TO SEE RECORD


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  • 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


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  • Compliance:

  • SPAM

    • DPA

    • Know where the addresses came from

    • Send from a registered email broadcast service

    • - NOT YOUR IT SERVER


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  • Compliance:

  • Accessibility

    • HTML and Text version

    • Web version

    • Alt tags on the images

    • Contrast, links underlined

    • Unsubscribe and subscription management


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  • Compliance:

  • User Friendly

    • Clear layout and branding

    • Regular FROM address

    • Regular Subject Line

    • Links all work


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  • Compliance:

  • Frequency

    • How often can you send?

      • Enews – daily, weekly, monthly

      • Viral – taster, reminder

      • Campaigns – taster, reminder, updates


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  • Compliance:

  • Audience Choice

    • HOW – post/phone/email/SMS

    • WHAT – news/campaigns/fundraising

    • WHEN – how often


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  • Compliance:

  • Audience Choice for email

    • Format – HTML/TEXT

    • What – news/campaigns/fundraising

    • When – how often

    • Subscription Management

    • UNSUBSCRIBE


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  • 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


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  • 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…


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  • 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


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  • 4 Papers:

  • Why eMail?

  • Best Practice for Sending eMails

  • Best Practice for Designing eMails

  • Data Protection

  • www.charityemail.co.uk


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Sue Fidler

sue@suefidler.com

07889 350285

www.suefidler.com

www.charityemail.co.uk