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Engaging your Email List & Measuring Results – Slides from Net Tuesday Toronto
 

Engaging your Email List & Measuring Results – Slides from Net Tuesday Toronto

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Eric Squair updated his Net Tuesday talk from last year, and had three main take-aways for the group: ...

Eric Squair updated his Net Tuesday talk from last year, and had three main take-aways for the group:

1) What Amazing Thing can you offer people on your list? What is your organizations’ “Super Power”?
2) Email – like all good storytelling - is by, for and about people.
3) Track your results: not just open rates and clicks, but conversions and user behaviour for each campaign.

Uploaded from http://eric.squair.ca/2013/05/08/measuring-engaging-your-email-list/

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    Engaging your Email List & Measuring Results – Slides from Net Tuesday Toronto Engaging your Email List & Measuring Results – Slides from Net Tuesday Toronto Document Transcript

    • Improving your emailbroadcastsEric Squair | eric@squair.caGrowing and Engaging YourEmail List & Measuring ImpactWednesday, May 8, 2013Hello everyone!
    • Eric Squair | eric@squair.caEric SquairEmail Newsletters | May 2013Wednesday, May 8, 2013Here’s what I am about. Most recently I have begun consulting and training in helping organizations makedecisions based on their web data instead of best guesses or faith-based initiatives.rs of Parliament, provincial legislature and even city councillor easily, and subscribes people automatically to youremail list.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Assumptions:Write emails, don’t send press releasesUse an EMS: MailChimp,VerticalResponse, etc.Pay attention to resultsWednesday, May 8, 2013I am making a few assumptions about you, from the course descriptionThe first is that you actually spend some time writing a ‘custom’ email newsletter - you don’t just send out press releasesYou can’t get stats from a BCC: get a good email service provider! Don’t be embarassed, a lot of people still do this. ButMailChimp is free for up to 500 email addresses, and really cheap thereafter - you can’t afford not to use a real EMS.Finally, I am assuming you at least glance at the stats provided by your EMS - open rates, click rates, unsubs - on aregular basis. The advanced among you may be using something like Google Analytics to track how your email listinteracts with your site. Good for you!
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013How to grow your list<break>How to keep peopleengaged and measure theimpact of your emailWednesday, May 8, 2013This is tonight’s agenda. Before the break, we are going to look at some ways togrow your list.After the short break, we’ll be looking at ways to keep people engaged with what youare creating.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013How to grow your listThe secret...Wednesday, May 8, 2013We all want to grow our lists, to get more signups, and I am about to reveal the secret to doing this.It’s very simple. Can anyone guess what it might be?
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013How to grow your listOffer people somethingthey value.Wednesday, May 8, 2013Sounds simple, and it is. Offer people something of value.But what the heck does that mean, and how do I do it?
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013What’s Your Superpower?Wednesday, May 8, 2013What can your organization do that no one else can?What can you tell people, teach people, connect people with that no one else canoffer them?If you can hone in on this, you have the basis for a pretty unique emailnewsletter.Here are some examples:
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013What can you offer?Event invitationsInformation your supporters wantHumourWays to improve their livesWednesday, May 8, 2013You have something to say that people want to hear: put it out there!
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013What’s Your Superpower?Wednesday, May 8, 2013LeadNow: opportunities to get involved
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013FreshbooksWednesday, May 8, 2013Freshbooks: tips for their audience.NOTE: they only subtly mention their product, Freshbooks, and they’re offeringworkshops in how to use it better.Otherwise it’s all about how to do better at what you do: news you can use.This is probably my favourite email newsletter right now. What do you noticeabout it?
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013WorksheetWhat’s your superpower?What can you ‘trade’ for an email?What’s amazing about your email?Wednesday, May 8, 2013You have something to say that people want to hear: put it out there!
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Landing pages“Anatomy Of A Perfect Landing Page” - KissmetricsWednesday, May 8, 2013This is the first of two quick tips before we break : the first is think in terms oflanding pages.There is a really well-developed science of landing pages, mainly from the E-commerce world, on how to persuade people to give you their money, or in thiscase, their email address.Here’s a great graphic example from KISSMetrics, Google it.All this to say, that simply asking people to sign up for your list may not work:you need to sell them on it! Establish credibility and trust, give them a sense ofwhat they will be getting.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Google grantsWednesday, May 8, 2013Finally, before we break, one quick way for charities to grow their email lists:apply for a Google Grant, which allows you to advertise free of charge online.Send people to your landing pages and you should see significant email listgrowth.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013After the breakEngaging with your audienceMeasuring the impact of your emailsWednesday, May 8, 2013You have something to say that people want to hear: put it out there!
    • Email Newsletters | May 2013Benchmarks:www.e-benchmarksstudy.com/Wednesday, May 8, 2013If you haven’t checked out this year’s non-profit benchmarks study, take a look. It’s from 44 different orgs in the US, andgives a reasonable benchmarks on email, social media, advocacy and fundraising benchmarks, so you know what isrelatively ‘normal’.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Open rates depend on:Subject linePrevious experience with the senderWednesday, May 8, 2013The first one is pretty easy: use good subject lines! Shorter, descriptive or not.The second is much harder: it means you have to keep the trust, that you will send people info they actually want to read.If you don’t, you often don’t get many second and third chances.How many of you have email list subscriptions you don’t read?
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Don’t send crap!Offer people somethingthey value.Wednesday, May 8, 2013It bears repeating: Don’t send crap!And PLEASE don’t ever call it a blast. That sounds like something I don’t want to be anywherenear!
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Good email is:By, for and about people(not robots)Wednesday, May 8, 2013The best e-mails have the right tone: conversational.E-mails come FROM someone, and speaks TO someone, this is not an impersonal medium.Its person to person even though its going out to thousands of people.Its always a good practice to read emails out loud, to make sure they make sense.Include pictures of real people, wherever possible.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Email by, for and about peopleRead your email aloud to checktone/languageInclude pictures of real people‘Sign’ your email with name(s) anda pictureWednesday, May 8, 2013The best e-mails have the right tone: conversational.E-mails come FROM someone, and speaks TO someone, this is not an impersonal medium.Its person to person even though its going out to thousands of people.Its always a good practice to read emails out loud, to make sure they make sense.Include pictures of real people, wherever possible.
    • Eric Squair | eric@squair.caGoodemail is:All about them(not you)Wednesday, May 8, 2013I first want to thank the person who put themselves up for this by sending intheir email - it takes a lot of guts!What do we notice about this?It is about offering value, asking for opinions, and does have photos of people.But it’s a bit busy: we need to remember that people scan email, they reallydon’t read them!
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Good email is:Based on what you know about therecipient (segment your list)Wednesday, May 8, 2013What does a segmented list mean? It means the list is divided into useful categories based onthe audience.You can segment by location, language, how the email was acquired, or previous action taken(link clicked etc.) Segment by whatever makes your emails more valuable to the recipient.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Ask for:email*first name*postal code*Wednesday, May 8, 2013There are three things you want to ask people: email, first name and postal code.Email is obvious.First name allows you to personalize the emailsAnd postal code allows you to segment based on geography
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Measuring ImpactWednesday, May 8, 2013How many people recognize this pie chart?I love it. IF you have seen a presentation of mine in the past 18 months, youhave seen this pie chart. It sums up the traffic to every single site on theinternet. Traffic comes from one of three sources: referrals from other sites,direct visits, and search.That’s it.You want more people on your site? They will come one of these three ways.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Avoid Drowning in Data!Wednesday, May 8, 2013But I get it: Google Analytics is really really confusing.The documentation is pretty opaque, there’s a ton of jargon, and no real way toquickly discover what’s important and what you can safely ignore.This is a word cloud of a typical Google Analytics screen. It’s a lot.So I am going to give you two quick tips to get started, something that willcrack the nut of Google Analytics and make it all click into place. Hopefully.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Avoid Drowning in Data!Tag the links you send out via emailand social media as ‘campaigns’Set up goals in Google AnalyticsWednesday, May 8, 2013These are two simple things you can do to make Google Analytics make sense.Track your outreach efforts. Every time you send out a link in social media orby email, tag it with a few simple codes that Google Analytics provides and youwill be able to track the behaviour of visitors from those outreach efforts.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Track your outreachWednesday, May 8, 2013This is the same pie chart once you start tagging the links you send outthrough email, social media, advertising, etc. Google Analytics calls anyoutreach you do a ‘campaign’
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Once you haveset up goalsyou can focuson yourhighest valuevisitsWednesday, May 8, 2013Note that this is one (not atypical) website, it’s not ALL websites!But this is the kind of thing that happens once you are using Google Analyticsproperly: you have set up goals and you are tracking your outreach - aka‘campaigns’
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013A more socialmedia basedcampaignWednesday, May 8, 2013This is another example of a campaign that’s more focused on young peopleand petition signups.I am showing you these because you can easily get this report - called a ‘MultiChannel Conversion Visualizer’ IF, and only if, you set up goals in GoogleAnalytics and then tag your links you send out via email, social media andadvertising.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Recap1. What do superpower do you have tooffer?2. Email is by, for and about people3. Track your resultsWednesday, May 8, 2013Here’s what wecovered.
    • Eric Squair | eric@squair.caEmail Newsletters | May 2013Questions?eric@squair.caWednesday, May 8, 2013