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The Do’s and Don’ts of Email Communications

The Do’s and Don’ts of Email Communications

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The Do’s and Don’ts of Email Communications

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  1. The Do’s and Don’ts of Email Communications Presented by Dina M. Lewis, CAE Distilled Logic, LLC To The Council of State Executive Directors of the NRPA

  2. Agenda • A Case for an Email Strategy • Tips for Managing Incoming Email • Tips for Managing Internal Email • Focus on Outgoing Email • Protecting your brand • Managing your lists • Using emails or newsletters • Newsletter Do’s and Don’ts • Resources You Can Use

  3. Ways you communicate • Face-to-face • Telephone • Magazine and/or newsletter • Publications—editorial & advertising • Events • Fax blasts • Website • Email

  4. Why a strategy? • Email volume in the United States is projected to nearly double from 1.5 trillion in 2003, to 2.7 trillion in 2007(eMarketer) • Some 94% of online women and 88% of online men use email. (Pew Internet) • 81% of associations are using websites and email to share information with members (ASAE)

  5. Why a strategy? Gilbert Email Manifesto Rule #1: Resources spent on email are more valuable than the same resources spent on Web Rule #2: Build website around an email strategy Rule #3: Email oriented thinking will yield better strategic thinking overall. Email is the new homepage.

  6. Incoming EmailGoals • Efficient intake and processing of member/market correspondence • Facilitating a responsive process for incoming correspondence • Tracking email correspondence for business intelligence • Protecting your staff from email that is undesirable, inappropriate, or solicitous • Ensuring member/constituent emails get to recipient

  7. Incoming EmailControls Email Management • Out of office rules • System Policies - Mailbox size, attachment format & size restrictions • Desktop - Filters, Sorting, Filing & Management • Form responses, customer service requests, member service, information requests, comments/feedback • Workflow for managing types of incoming mail (e.g., info@) Standardize Customer Response • Staff, temps and interns • Receptionist, front desk, help desk • Response times: auto-response = fast or manual = slower • Customized or Generic

  8. Internal Email Goals • Promote efficient use of the tool • Communication with remote or road warrior personnel • Facilitate telework • Protect the organization, infrastructure, and staff from compromise • Cultural changes, communication breakdown, poor management • Staff-to-staff solicitation, harassment • Storage overload

  9. Outbound EmailGoals • Create/Sustain brand awareness • Call to action • Share information • Persuade/Change opinion • Sell/Raise money

  10. Brand/Call to Action

  11. To inform

  12. Persuade

  13. Sell/Raise Money

  14. Outbound EmailManagement • Control distribution • Manage lists • Ensure message unity • Protect organizational brand

  15. Outbound EmailManage Lists • Let registered users/members manage Opt-in and email address changes via website • Use Subject Line to remind recipients to reply for Double Opt-In • Attend to Opt-outs immediately

  16. Outbound EmailManage Lists • Ask for preferred email address and state how you will use it • Implement Opt-in or Double Opt-in

  17. Outbound EmailProtect Brand • Train staff on editorial standards, language, grammar, etc. • Create an approval policy for mass emails • Establish a communications calendar

  18. Email or Newsletter? • Do you have the content? • Can you support a regular editorial schedule? • Is your content “news they can use?” • Is there a genuine demand? Content is King Offer value, not aesthetics

  19. Email Marketing Insert rotating signatures in emails

  20. Email Marketing Targeted email campaign considerations • What is your level of familiarity with the audience? • Is the email expected? • What is their tolerance level? • What type of format can they accept? • Have they opted-In?

  21. More List Management Ideas • User profile storage and segmentation capability • List integrity – bounce handling • User activity tracking – click through and conversion to action • Ability to integrate with databases • Staff access levels & workflow controls

  22. Newsletter Examples

  23. Newsletter Examples

  24. Newsletter Examples

  25. Newsletter Do’s and Don’ts • Do send with the “right” frequency • Don’t offer only one format • Do write to facilitate scanning • Don’t email without permission • Do track your results • Do strike a balance between content & promotion

  26. Newsletter Support • www.constantcontact.com • www.gammadyne.com • www.getactive.com • www.group-mail.com • www.informz.com • www.kintera.com • www.lyris.com • www.magnetmail.com • www.verticalresponse.com

  27. Other Resources General • www.crmguru.com • www.gilbert.org • www.pewinternet.org Email/Marketing • www.clickz.com • www.marketingsherpa.com • www.sensible.com • www.useit.com • www.wilsonweb.com

  28. Thank you! Dina Lewis, CAE dina@distilledlogic.net 202/320-3060 www.distilledlogic.net