3c Using our email system AO community conference


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This session will look at creating an email template, sending an email broadcast, and broadcast reporting. Amy Greenfield, Online and youth marketing coordinator , and Emma Howlett, Marketing Communications Manager at Christian Solidarity Worldwide will demonstrate creating an email using a default template, inserting dynamic content, adding links to actions in an Advocacy Online account, including a ‘view in browser’ link, adding an unsubscribe link and a default salutation. The session will also go through the process of sending a broadcast: building the recipient list, testing, and setting default behaviour. Information on reporting and split testing will also be included in the session.

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  • 13:30
  • 13:33 Introduce ourselves and CSW Started using Advocacy Online system in October 2008 Set our first email broadcast in January 2009 Send a weekly e-newsletter ’Relay’ containing Actions News Events Fundraising opportunities Send additional email broadcasts for urgent actions, events, specific mailing lists and campaigns Steady open and click through rate Aim to maintain open and click through rates whilst increasing overall list size Low unsubscribe rate (5 – 10 per week) List size has grown from 9,698 Relay subscribers in January 2009 to 13,629 in September 2010
  • 13:36
  • 13:39 Reference name will appear in broadcast archive list – develop a sensible naming convention to help find things easily Mail mode – choose either HTML, Plain text or both HTML will deliver a fully formatted message to all of your recipients – this may cause issues as some readers may not be able to view the full content, especially on mobile browsers, slow internet connections etc Plain text will seriously limit your creativity, as only unformatted text is available, links must be written out in full etc Both, is the best option, will deliver your message in MIME multipart format, so depending on the browse Subject line – potential to add user date to personalise subject line HTML and Plain text content – on following slides
  • 13:42 Paste basic HTML, tables, background colours etc (cheat using ‘view source’ from your CMS
  • 13:45 Tables and background colour added in HTML viewer – deciding on this layout before starting design will save you time Add images from your online library – to upload select LIBRARIES then IMAGES/FILES and browse to location on computer to upload Ensure images are optimised for web before uploading Sensible naming convention will help find images quickly Things to watch out for: HTML background image command will not work in Outlook 2007 or 2010 as they use Word as their editor LIVE DEMO adding an image from the image library
  • 13:48 Paste text via notepad to remove all formatting Preview pane
  • 13:51 Tracking urls, when viewing your broadcast reports you will see which links were clicked and therefore which content was the most engaging and popular amongst your users. When adding a url to an action, you can pre-populate fields so that users only have to add limited data, or send users straight to page 2 of an action. (Not helpful if email is to be forwarded). Add a user salutation (defined in the defaults area) or other user data such as email address in your unsubscribe link. Aggregate action data can be added to show how many supporters have taken a certain action, so on a petition reminder email, you could show how many signatures have already been added. This data will be picked up from the action centre. View in browser link – adds a link for those who may not be able to see your email displaying correctly in their email client (especially useful for those who view their email with images turned off as default). LIVE DEMO: Adding first name into email, adding aggregate data
  • 13:54 Add plain text version of email Make sure all links are written out in full Make sure any dynamic links to actions are full Remove any additional spacing and dividers from HTML content
  • 13:57 Test lists – Send to pre-defined list of email addresses Include a test account for the most popular webmail services represented in your database Split test – Try out which of two different emails performs the best. Send each to 10% of your mailing list. After analysing results, send the most successful broadcast to the remaining 80%. Case study – split test using different headlines
  • 14:00 Sending – Use a simply query structure to choose your mailing audience Include or exclude users based on default user record, previous activity (open/click/action taken? Or uploaded parameters from your database. LIVE DEMO - query
  • 14:03 Each email sent can contain an opt out question Legal compliance – you email broadcast must contain an unsubscribe link – for ease of administration, use an e-activist unsubscribe page. In your reports you will see a number of emails as ‘bounced’, these addresses are collated into the bounce folder to help you maintain data integrity with your main database. Addresses that come back with a ‘hard bounce’ and are included in future broadcasts will be ‘suppressed’ so as to keep your online credentials high.
  • 14:06 Broadcast reports, show data for a single broadcast Date created Mail template name Date sent Emails sent (Number of emails in query – suppressed) Emails bounced Emails suppressed Emails received (Emails sent – Emails bounced) Bounce rate Emails opened Open rate (for CSW 20% on average) Emails clicked Click through rate (for CSW 5% on average) Page completion rate (for links leading to e0-activist actions) Response rate Emails unsubscribed Unsubscribe rate Emails forwarded (for CSW between 50 and 100) Account reports show aggregate data over time Today, week, month, six month, year or custom date range Number of broadcasts Number of emails Soft bounces Hard bounces Percentage open rate Percentage click through Percentage completion Click to see results per broadcast sent within that term LIVE DEMO – Broadcast account email aggregate data month to date
  • 14:09 Deliverability Google Priority inbox
  • Questions
  • 3c Using our email system AO community conference

    1. 1. Session 3C Using the Advocacy Online email system Presenters: Emma Howlett Marketing Communications Manager Amy Greenfield Online marketing coordinator
    2. 2. Using the Advocacy Online email system <ul><li>CSW’s email marketing </li></ul><ul><li>strategy </li></ul><ul><li>Send a weekly email newsletter </li></ul><ul><li>Additional urgent email broadcasts </li></ul><ul><li>Seen a steady rate of opens (20%) and click throughs (5%) </li></ul><ul><li>Low unsubscribe rate </li></ul>
    3. 3. <ul><li>Creating an email </li></ul><ul><li>broadcast </li></ul><ul><li>Choose BROADCAST then CREATE . </li></ul><ul><li>Create a new blank email broadcast or duplicate an existing broadcast to edit. </li></ul><ul><li>Slot into folders to keep organised </li></ul>Using the Advocacy Online email system
    4. 4. <ul><li>Starting from a blank </li></ul><ul><li>email </li></ul><ul><li>Choose NEW BROADCAST TEMPLATE </li></ul><ul><li>Add in: REFERENCE NAME MAIL MODE SUBJECT LINE HTML CONTENT PLAIN TEXT CONTENT </li></ul>Using the Advocacy Online email system
    5. 5. <ul><li>Adding HTML content </li></ul><ul><li>Paste template or code into HTML viewer </li></ul><ul><li>Add to layout using WYSIWYG editor for </li></ul><ul><ul><li>Text style </li></ul></ul><ul><ul><li>Bullets/numbering </li></ul></ul><ul><ul><li>Alignment </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><li>Add dynamic content to personalise your broadcast </li></ul>Using the Advocacy Online email system
    6. 6. <ul><li>Adding HTML content </li></ul><ul><li>Start with background colour and simple table layout </li></ul><ul><li>Add in images from your online library </li></ul>Using the Advocacy Online email system
    7. 7. Using the Advocacy Online email system <ul><li>Adding HTML content </li></ul><ul><li>Add text and format </li></ul><ul><li>Preview your email in the preview pane </li></ul>
    8. 8. <ul><li>Inserting dynamic content </li></ul><ul><li>Tracking URL </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>e-activist action </li></ul></ul><ul><ul><li>Forward to a friend </li></ul></ul><ul><li>User specific items: </li></ul><ul><ul><li>Salutation </li></ul></ul><ul><ul><li>User data </li></ul></ul><ul><li>Aggregate action data </li></ul><ul><li>View in browser link </li></ul>Using the Advocacy Online email system
    9. 9. Using the Advocacy Online email system <ul><li>Plain text version </li></ul><ul><li>Tracking URL </li></ul><ul><li>User specific items: </li></ul><ul><ul><li>Salutation </li></ul></ul><ul><ul><li>User data </li></ul></ul><ul><li>Aggregate action data </li></ul><ul><li>View in browser link </li></ul>
    10. 10. Using the Advocacy Online email system Only 2,123 signatures to go for India! <ul><li>Testing </li></ul><ul><li>Test lists </li></ul><ul><li>Split testing </li></ul>URGENT PRAYER: “There are plans to blow you up because of what the pastor in Florida has said...”
    11. 11. Using the Advocacy Online email system <ul><li>Sending </li></ul><ul><li>Send lists </li></ul><ul><li>Queries </li></ul>
    12. 12. <ul><li>Bounces and </li></ul><ul><li>unsubscribes </li></ul><ul><li>Opt out question </li></ul><ul><li>Unsubscribe link </li></ul><ul><li>Bounce folder </li></ul><ul><li>Email suppression </li></ul>Using the Advocacy Online email system
    13. 13. <ul><li>Reporting and evaluation </li></ul><ul><li>Broadcast reports </li></ul><ul><li>Open rates </li></ul><ul><li>Click rates </li></ul><ul><li>Account reports </li></ul>Using the Advocacy Online email system
    14. 14. <ul><li>Creating an email </li></ul><ul><li>broadcast </li></ul><ul><li>Choose </li></ul>Using the Advocacy Online email system
    15. 15. <ul><li>Thank you for listening </li></ul><ul><li>Any questions… </li></ul><ul><li>Emma Howlett </li></ul><ul><li>[email_address] </li></ul><ul><li>Amy Greenfield </li></ul><ul><li>amygreenfield@csw.org.uk </li></ul><ul><li>Skype: CSWAmy </li></ul>Using the Advocacy Online email system