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Good to Great Emails
  Steps to Email Marketing Success

          February 24, 2010
CanadaHelps.org
What is CanadaHelps?
  A public charitable foundation that provides accessible and
  affordable online tec...
Today’s Guest Presenter




Rebecca Higman
  • Product Marketing Manager
  • Network for Good
Reminders
      You can hear us, but we can’t hear you




Type questions in the Questions Log




         Webinar record...
5 Steps to Email Success

1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Conte...
Outlook
 Doesn’t
  Count!




           6
Wait… What’s wrong with Outlook?
1. Design
2. Blacklists
3. Spam/junk/bulk folder
4. Auto-replies!
5. CAN-SPAM compliance
...
The Ups of an Email Marketing Service

• Permission-based marketing
• Teams of people on your side
• Automation at its bes...
5 Steps to Email Success

1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Conte...
Now who receives these emails?

• Make it easy, compelling and cool
• “Join our email list" everywhere
• The "people love ...
11
Grow your Email List with Tell-A-Friend




                  12
5 Steps to Email Success

1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Conte...
Common Sense Moment
Subscribers can’t read your campaign unless they open it!
• Choose your name
• Pick a usable reply-to
...
The Power of the Subject Line

Express nature and urgency:
• Ask a question
• Be a tease
• Tell it like it is
• Get up clo...
The Power of the Subject Line

     February Newsletter
              or
 5 Tips for Supporting Someone
           in Trea...
5 Steps to Email Success

1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Conte...
Content is Still King

• Relevancy
• Personalizing beyond “Dear Bob”
• Text and images
  (not one big image!)




        ...
19
20
Make the Next Step Easy




Source: http://www.vijayweb.com/clickpost/descriptors.gif


                                  ...
5 Steps to Email Success

1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Conte...
What to Test

• Open rate
• Content
• Click-through
• Responses




                       23
What to Test




     24
Email Recap

• Outlook doesn’t count
• Provide value
  (enticing copywriting doesn’t hurt)
• Listen to your audience




 ...
Continue Your Email Learning
• Free Email Marketing Guide
 http://web.networkforgood.org/email-marketing-guide

• Tips Wee...
ABOUT MYCHARITYCONNECTS
www.mycharityconnects.org

                                        Next Webinar
• Free online resources:
   • Information ...
Question and Answer
You can hear us, but
we can’t hear you




Ask questions here




Ask away!
Thank you for attending!
       Webinar slides and recording will be up on:
       www.mycharityconnects.org/pastwebinars
...
Continue Your Email Learning
• Free Email Marketing Guide
 http://web.networkforgood.org/email-marketing-guide

• Tips Wee...
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Good To Great Emails

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Recording: http://www.vimeo.com/9827302

Description:
Join Rebecca Ruby Higman, Product Marketing Manager from Network for Good, for a presentation on how to take your emails from good to great.

As supporters become increasingly web-savvy—and decreasingly engaged with printed material—it’s important for nonprofits to meet their base where they are: in their inboxes. Though social networks like Facebook and Twitter may be snagging headlines for big traffic, there is no doubt that email is ubiquitous. (Do you even know anyone anymore who lacks an email address?)

With that in mind, there’s never been a better time for organizations to break the habit of relying on Microsoft Outlook or Gmail for e-newsletters and begin forging real relationships with supporters online. Rebecca will take you through the steps to demystify online outreach and provides practical tips for kicking off an email marketing program right away:
• Learn how to choose the right email service
• Get tips for growing your email contact list (the right ways!)
• Develop stellar content that has subscribers waiting by their inboxes to receive your messages
• Get your questions answered during a live Q&A

Published in: Education, Technology, Business
3 Comments
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Transcript of "Good To Great Emails"

  1. 1. Good to Great Emails Steps to Email Marketing Success February 24, 2010
  2. 2. CanadaHelps.org What is CanadaHelps? A public charitable foundation that provides accessible and affordable online technology to both donors and charities. For Charities A cost-effective means of raising funds online. For Donors A one-stop-shop for giving. CanadaHelps is a charity helping charities.
  3. 3. Today’s Guest Presenter Rebecca Higman • Product Marketing Manager • Network for Good
  4. 4. Reminders You can hear us, but we can’t hear you Type questions in the Questions Log Webinar recording and slides will be available on www.mycharityconnects.org Turn up your volume For the best webinar experience, close all other applications.
  5. 5. 5 Steps to Email Success 1. Choose the Right Tool 2. Build Your List 3. Understand “The Envelope” 4. Concentrate on Content 5. Test, Test, Test! 5
  6. 6. Outlook Doesn’t Count! 6
  7. 7. Wait… What’s wrong with Outlook? 1. Design 2. Blacklists 3. Spam/junk/bulk folder 4. Auto-replies! 5. CAN-SPAM compliance 6. Response 7
  8. 8. The Ups of an Email Marketing Service • Permission-based marketing • Teams of people on your side • Automation at its best  List-building  Response information • Tracking 8
  9. 9. 5 Steps to Email Success 1. Choose the Right Tool 2. Build Your List 3. Understand “The Envelope” 4. Concentrate on Content 5. Test, Test, Test! 9
  10. 10. Now who receives these emails? • Make it easy, compelling and cool • “Join our email list" everywhere • The "people love free stuff" principle • WOM-tastic 10
  11. 11. 11
  12. 12. Grow your Email List with Tell-A-Friend 12
  13. 13. 5 Steps to Email Success 1. Choose the Right Tool 2. Build Your List 3. Understand “The Envelope” 4. Concentrate on Content 5. Test, Test, Test! 13
  14. 14. Common Sense Moment Subscribers can’t read your campaign unless they open it! • Choose your name • Pick a usable reply-to email address • And the magic 8-10 words… 14
  15. 15. The Power of the Subject Line Express nature and urgency: • Ask a question • Be a tease • Tell it like it is • Get up close and personal 15
  16. 16. The Power of the Subject Line February Newsletter or 5 Tips for Supporting Someone in Treatment 16
  17. 17. 5 Steps to Email Success 1. Choose the Right Tool 2. Build Your List 3. Understand “The Envelope” 4. Concentrate on Content 5. Test, Test, Test! 17
  18. 18. Content is Still King • Relevancy • Personalizing beyond “Dear Bob” • Text and images (not one big image!) 18
  19. 19. 19
  20. 20. 20
  21. 21. Make the Next Step Easy Source: http://www.vijayweb.com/clickpost/descriptors.gif 21
  22. 22. 5 Steps to Email Success 1. Choose the Right Tool 2. Build Your List 3. Understand “The Envelope” 4. Concentrate on Content 5. Test, Test, Test! 22
  23. 23. What to Test • Open rate • Content • Click-through • Responses 23
  24. 24. What to Test 24
  25. 25. Email Recap • Outlook doesn’t count • Provide value (enticing copywriting doesn’t hurt) • Listen to your audience 25
  26. 26. Continue Your Email Learning • Free Email Marketing Guide http://web.networkforgood.org/email-marketing-guide • Tips Weekly CONTACT http://web.networkforgood.org/tips NETWORK FOR GOOD • Learning Center: 888.284.7978 www.fundraising123.org/email-101 fundraising123@ networkforgood.org • EmailNow powered by Emma: *** www.networkforgood.org/npo rebecca.higman@ networkforgood.org 26
  27. 27. ABOUT MYCHARITYCONNECTS
  28. 28. www.mycharityconnects.org Next Webinar • Free online resources: • Information about technology “Watch It Grow: How • Video demonstrations to Cultivate Your • More webinars Email List ” • Past webinar recordings • Learning opportunities Wednesday, March 10th 2PM – 3PM • Events (Eastern Time)
  29. 29. Question and Answer You can hear us, but we can’t hear you Ask questions here Ask away!
  30. 30. Thank you for attending! Webinar slides and recording will be up on: www.mycharityconnects.org/pastwebinars Check out www.mycharityconnects.org for more resources! Questions, feedback, comments? Email us at: info@canadahelps.org Thanks to:
  31. 31. Continue Your Email Learning • Free Email Marketing Guide http://web.networkforgood.org/email-marketing-guide • Tips Weekly CONTACT http://web.networkforgood.org/tips NETWORK FOR GOOD • Learning Center: 888.284.7978 www.fundraising123.org/email-101 fundraising123@ networkforgood.org • EmailNow powered by Emma: *** www.networkforgood.org/npo rebecca.higman@ networkforgood.org 31
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