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Putting out the welcome mat

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How to Use Salsa to Engage New Readers. A Salsa Partner webinar presented by Amplify Public Affairs.

How to Use Salsa to Engage New Readers. A Salsa Partner webinar presented by Amplify Public Affairs.


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  • 1. Putting Out the Welcome MatHow to Use Salsa to Engage New Readers
    Agenda
    The Welcome Mat Idea
    The Ladder of Engagement
    The Welcome Series
    Quick Set-Up Guide
    Q&A
  • 2. The Welcome Mat
  • 3. Welcome emails with information
    but no action say:
    LET ME IN!
    Emails with chances to
    learn and act say:
  • 4. ahlan wa sahlan
    benvenuto
    dobrodošli
    välkommen
    bienvenue
    huan ying
    tervetuloa
    Welcome
    karibu
    witaj
    bienvenidos
    willkommen
    bem-vindo
  • 5. Ladderof Engagement
  • 6. Ladderof Engagement
    Welcome
  • 7. Ladderof Engagement
  • 8. Ladderof Engagement
    Low commitment
    High completion rate
    Come in and learn more
  • 9. Ladderof Engagement
    Medium commitment
    Lower completion rate
    Sign this petition
    Low commitment
    High completion rate
    Come in and learn more
  • 10. Ladderof Engagement
    High commitment
    Lowest completion rate
    Donate
    Medium commitment
    Lower completion rate
    Sign this petition
    Low commitment
    High completion rate
    Come in and learn more
  • 11. Ladderof Engagement
    WHY?
    • SET GOALS for what you want to accomplish through messaging your list
    • 12. MEASURE supporter involvement and interest
    • 13. IDENTIFY list segments
    • 14. TARGET supporters more effectively based on their segment
    • 15. TRANSFORMmore people into active community members
  • Ladderof Engagement
    WHERE?
    • DONATION CAMPAIGNS: From non-donor to high-roller
    • 16. ADVOCACY CAMPAIGNS: From lurker to room-worker
    • 17. WELCOME SERIES: From I’m-not-sure to totally-on-board
  • Ladderof Engagement
    High commitment
    Lowest completion rate
    Donate
    Medium commitment
    Lower completion rate
    Sign this petition
    Low commitment
    High completion rate
    Come in and learn more
  • 18. Ladderof Engagement
    Committed members tell their friends
    The ladder is replenished
    Others find out and sign up
  • 19. Ladderof Engagement
    SMART TIP
    Remember the little people.
    If your list members don’t move up the rungs, reach out to them in a new way.
  • 20. The Welcome Series
  • 21.
    • PERSUADE readers that you’re worth their time
    • 22. ENGAGE readers with simple tasks that both educate and inspire
    • 23. CONVERT readers to higher levels of commitment because they are personally invested in your cause
    The Welcome Series
    WHY?
  • 24. The Welcome Series
    Email #1: Thank You/Small Ask
    Send immediately.
  • 25. The Welcome Series
    Email #1: Thank You/Small Ask
  • 26. The Welcome Series
    Email #1: Thank You/Small Ask
  • 27. The Welcome Series
    SMART TIP
    Customize it.
    Use a custom landing page designed just for this audience. They can find their way to the homepage without your help.
  • 28. The Welcome Series
    Email #2: Bigger Ask
    Send one week later.
  • 29. The Welcome Series
    Email #2: Bigger Ask
  • 30. The Welcome Series
    SMART TIP
    Don’t press your luck.
    Too many choices make an email magically close. Include just one URL destination.
  • 31. The Welcome Series
    Email #3: Biggest Ask
    Send two weeks later.
  • 32. The Welcome Series
    Email #3: Biggest Ask
  • 33. The Welcome Series
    SMART TIP
    Do it your way.
    If my rungs don’t make sense for you, apply the lessons in a way that does.
  • 34. Quick Set-Up Guide
  • 35. Quick Set-Up Guide
    Welcome Series
    STEP 1
    Create all three timed emails.
  • 36. Quick Set-Up Guide
    Welcome Series – Step 1
    Navigate to Email Blasts > Autoresponse/Triggers > Create Autoresponse
  • 37. Quick Set-Up Guide
    Welcome Series – Step 1
    CONFIGURATION
    Select timed trigger. Make sure to leave Target Email blank.
  • 38. Quick Set-Up Guide
    Welcome Series – Step 1
    CONTENT
    Remember to generate text version and clean up for easy reading!
  • 39. Quick Set-Up Guide
    Welcome Series – Step 1
    ADVANCED OPTIONS
    Add “new people only” code.
    Enter the time delay.
    [[isNew]]==1
  • 40. Quick Set-Up Guide
    Welcome Series – Step 1
    Timed Trigger Delay is in hours, so…
    For email #2, enter 168.00
    For email #3, enter 336.00
  • 41. Quick Set-Up Guide
    SMART TIP
    Make a fork in the road.
    If someone opts in through an action or donation, create a different welcome series.
  • 42. Quick Set-Up Guide
    Welcome Series
    STEP 2
    Connect all three emails to the sign-up form.
  • 43. Quick Set-Up Guide
    Welcome Series – Step 2
    Follow-up
    Add an existing email trigger. New response means you are creating it right here right now.
  • 44. Quick Set-Up Guide
    Welcome Series – Step 2
    Search and Select
    Search for your autoresponse by any of these properties and select.
  • 45. Quick Set-Up Guide
    Welcome Series – Step 2
    Add and Repeat
    You will see all three emails listed in gray bars here.
  • 46. Putting Out the Welcome MatHow to Use Salsa to Engage New Readers
    QUESTIONS?
    Elena Berger
    Amplify Public Affairs
    eberger@amplifypublicaffairs.net
    202-263-2937