Sue Fidler "e-communications" SMEX2010


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Sue Fidler "e-communications" SMEX2010

  1. 1. Sue Fidler [email_address]
  2. 2. Sue Fidler EMAIL MARKETING
  3. 3. Sue Fidler <ul><li>Why? </li></ul><ul><li>How – the Mechanism </li></ul><ul><li>Strategy </li></ul><ul><li>Building Lists </li></ul><ul><ul><li>Data Protection </li></ul></ul><ul><li>Getting Delivered </li></ul><ul><li>Getting Opened </li></ul><ul><li>Content </li></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Copy </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Virals </li></ul></ul><ul><ul><li>Bells and Whistles </li></ul></ul><ul><li>Reporting </li></ul><ul><ul><li>Segmentation </li></ul></ul><ul><li>Other media / integration </li></ul>
  4. 4. Sue Fidler Why? More than 75% of UK population have email Email is 99% unique
  5. 5. Sue Fidler Why? Great for fast communications, - nearly all opens are within first 24rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals Forward to a friend
  6. 6. Sue Fidler <ul><li>How? </li></ul><ul><li>The mechanisms used to send and deliver bulk emails </li></ul><ul><li>Three methods: </li></ul><ul><li>Outlook/Eudora/Lotus/other PC/pop3 based email system </li></ul><ul><li>In-House bulk email broadcast software </li></ul><ul><li>ASP bulk email broadcast software </li></ul>
  7. 7. Sue Fidler Address Book Address Management/history/export/import Subscriptions Subscribes and unsubscribes Bounces Hard (email not there) and Soft (unavailable) 2 part send HTML and Text versions Templates Design, look and feel management Reports Open rate, Click throughs, bounces, unsubscribes HTML HTML email with WYSIWYG editor SPAM Being blocked Bandwidth Internet Pipe size IT Department
  8. 8. Sue Fidler OUTLOOK In-House s/w ASP s/w Purpose X Address Book X Subscriptions X Bounces X 2 part send X Templates X Reports X HTML X SPAM X X Bandwidth X X IT X X Fit for purpose X X
  9. 9. Sue Fidler <ul><li>Strategy </li></ul><ul><li>What are the objectives </li></ul><ul><li>Set Goals/KPI’s </li></ul><ul><li>Can you place a value on emails, how will you measure? </li></ul><ul><li>Develop acquisition, retention and reactivation plans </li></ul><ul><li>Focus on behaviour </li></ul><ul><li>Tailor landing pages </li></ul><ul><li>Optimise content </li></ul><ul><li>Seed the lists </li></ul><ul><li>Plan multichanel/multi media </li></ul><ul><li>Map out ongoing campaign plan </li></ul>
  10. 10. Sue Fidler <ul><li>Email Ladder </li></ul><ul><li>welcome - very high open rate, don’t just say thank you for joining </li></ul><ul><li>awareness - purpose: brand awareness bridge media and identify interest </li></ul><ul><li>development - purpose: develop involvement ,confirm interest/engagement </li></ul><ul><li>conversion - purpose:online action </li></ul><ul><li>thank you – purpose: cross sell other actions reinfoce engagament </li></ul><ul><li>loyalty - purpose: broaden and deepen relationship improve lifetime value </li></ul>
  11. 11. Sue Fidler <ul><li>Building Lists </li></ul><ul><li>where are you asking </li></ul><ul><ul><li>ask on every page of your website, </li></ul></ul><ul><ul><li>on all on and offline forms, </li></ul></ul><ul><ul><li>on fundrasising, marketing, campaiggns, membership asks </li></ul></ul><ul><ul><li>target landing pages to offer relevant emails </li></ul></ul><ul><li>what are you offering </li></ul><ul><li>ONLY ask for what you need </li></ul><ul><li>give an example of content </li></ul><ul><li>can you offer multiple options to type or frequency? </li></ul><ul><li>ask them to help you save money and the environment.. </li></ul>
  12. 12. Sue Fidler <ul><li>Building Lists </li></ul><ul><li>thank you email </li></ul><ul><ul><li>cross sell </li></ul></ul><ul><li>thank you landing page </li></ul><ul><ul><li>cross sell </li></ul></ul><ul><ul><li>give them options to move onto next thing </li></ul></ul><ul><li>opt out practice </li></ul><ul><ul><li>send a goodbye email and confirm opt out </li></ul></ul><ul><li>don’t forget Forward to A Friend Opt in </li></ul><ul><li>do you represent trust? – privacy policy link </li></ul><ul><li>ALWAYS CHECK ENTRANCE AND EXIT POINTS </li></ul>
  13. 13. Sue Fidler <ul><li>Names: where do you get them? </li></ul><ul><ul><li>Building your own list gets higher open and click through than any bought list </li></ul></ul><ul><ul><li>Swap names with peers </li></ul></ul><ul><ul><li>Get article in press or other newsletters </li></ul></ul><ul><ul><li>Buying lists – don’t without expert help </li></ul></ul>
  14. 14. Sue Fidler <ul><li>Data Protection </li></ul><ul><li>are you registered with the IPO? </li></ul><ul><ul><li>only costs £35 pa and makes you look professional </li></ul></ul><ul><li>where is your data? </li></ul><ul><ul><li>who can see it? </li></ul></ul><ul><ul><li>who can use it? </li></ul></ul><ul><li>how do you manage? </li></ul><ul><ul><li>hard bounces (spam) </li></ul></ul><ul><ul><li>soft bounces </li></ul></ul><ul><ul><li>unsubscribes </li></ul></ul><ul><li>you should be able to track and keep history of subscribes and unsubscribes </li></ul>
  15. 15. Sue Fidler <ul><li>Getting Delivered </li></ul><ul><li>SPF </li></ul><ul><li>Sender ID, </li></ul><ul><li>Registered IP address, </li></ul><ul><li>Google, hotmail, yahoo white listing </li></ul><ul><li>Spam check </li></ul><ul><li>Subject Line: </li></ul><ul><ul><li>don’t use symbols, capitals and FREE OFFER WINNER </li></ul></ul><ul><li>Content avoid: </li></ul><ul><ul><li>key spam words, large fonts, too many bright colours . </li></ul></ul>
  16. 16. Sue Fidler <ul><li>Getting Opened </li></ul><ul><li>FROM address </li></ul><ul><ul><li>branded, </li></ul></ul><ul><ul><li>clear, </li></ul></ul><ul><ul><li>friendly from </li></ul></ul><ul><li>Subject Lines </li></ul><ul><ul><li>50 characters or less, </li></ul></ul><ul><ul><li>if it is a campaign stress urgency and timeliness, </li></ul></ul><ul><ul><li>if relevant make it personal &quot;thank you for your gift to...&quot; </li></ul></ul><ul><ul><li>reinforce brand, be honest, be relevant, be timely </li></ul></ul><ul><ul><li>don’t repeat the same line </li></ul></ul><ul><ul><li>do not mislead </li></ul></ul>
  17. 17. Sue Fidler <ul><li>Content: Design </li></ul><ul><li>600-650 wide </li></ul><ul><li>Always have &quot;read this in your browser“ </li></ul><ul><li>As short as possible, like newspapers - above the fold </li></ul><ul><li>Headlines to catch the eye, brief copy, few strong images </li></ul><ul><li>Multipart is essential with blackberry, iphone, etc </li></ul><ul><li>HTML v Text only </li></ul><ul><li>Consider HTML light - almost no graphics but use font styling </li></ul>
  18. 18. Sue Fidler <ul><li>Content: Copy </li></ul><ul><li>assume that most people have heard of you before they get your email </li></ul><ul><li>once they open it they have expectations based on FROM, subject and who you are </li></ul><ul><li>remind people of threads.. like events and campaigns. </li></ul><ul><li>highlight &quot;attention nodes&quot; - highlights, callouts.. </li></ul><ul><li>be less formal and more personal </li></ul><ul><li>dynamic content - adding personalised content beyond contact details. </li></ul><ul><li>don’t use forms, they don’t work in most browsers </li></ul><ul><li>using video or audio - in the email or onsite </li></ul>
  19. 19. Sue Fidler <ul><li>Content: Actions </li></ul><ul><li>click through - to where? </li></ul><ul><li>tailored landing pages </li></ul><ul><li>must match branding, font etc of destination - consistent user experience </li></ul><ul><li>either a single very clear message or a small range of options </li></ul><ul><ul><li>&quot;vote here&quot; should just have that, </li></ul></ul><ul><ul><li>&quot;support our campaign&quot; might have donate, petition, contact MP </li></ul></ul><ul><li>tell readers the benefits of their actions </li></ul><ul><li>forward/tell your friends.. Corporates now recon 2/3 sales are influenced by shared opinions </li></ul>
  20. 20. Sue Fidler <ul><li>Content: Virals </li></ul><ul><li>have an idea </li></ul><ul><li>short and sweet or clever/funny </li></ul><ul><li>make it easy to forward </li></ul><ul><li>show the benefit </li></ul><ul><li>build into bigger picture </li></ul><ul><li>measure it </li></ul><ul><li>send out press releases to influencers who will blog and tweet </li></ul><ul><li>integrate with Facebook, Twitter, YouTube, etc </li></ul>
  21. 21. Sue Fidler <ul><li>Content: Bells and Whistles </li></ul><ul><li>surveys/polls </li></ul><ul><ul><li>objectives, </li></ul></ul><ul><ul><li>target audience, </li></ul></ul><ul><ul><li>questions clear and concise, </li></ul></ul><ul><ul><ul><li>don't use acronyms, </li></ul></ul></ul><ul><ul><ul><li>don't ask negatives, </li></ul></ul></ul><ul><ul><ul><li>make sure answers are mutually exclusive ie 18-24 24-35. </li></ul></ul></ul><ul><ul><ul><li>no leading questions </li></ul></ul></ul><ul><ul><ul><li>be brief </li></ul></ul></ul><ul><ul><li>if it is long have pages to show completion </li></ul></ul><ul><ul><li>always send thank you email </li></ul></ul><ul><ul><li>always follow up with results </li></ul></ul>
  22. 22. Sue Fidler <ul><li>Content: Bells and Whistles </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>would you recommend us? </li></ul><ul><li>testimonials </li></ul><ul><li>ask people to reply with comments and feedback </li></ul><ul><li>linking to blogs - ask people to comment </li></ul><ul><li>social networking - ask people to join facebook, twitter etc </li></ul>
  23. 23. Sue Fidler <ul><li>Reporting </li></ul><ul><li>opens, click through, </li></ul><ul><li>bounce, unsubscribe and replies </li></ul><ul><li>who clicked on what </li></ul><ul><li>don’t forget who didn’t open or didn’t click. </li></ul><ul><li>integrating data into other databases </li></ul><ul><li>integrate the email links to analytics. </li></ul><ul><li>can you track actions in other mediums? </li></ul><ul><li>should you clean your list? </li></ul>
  24. 24. Sue Fidler <ul><li>Segmentation </li></ul><ul><li>split openers and clickers into groups </li></ul><ul><ul><li>by location </li></ul></ul><ul><ul><li>geographic area of interest </li></ul></ul><ul><ul><li>subject </li></ul></ul><ul><li>lurkers, just get general enews.. </li></ul><ul><ul><li>can test pushing them one way or another to convert </li></ul></ul><ul><li>specialists - donors, campaigners, job seekers, events attendees etc </li></ul><ul><ul><li>accept what they want to engage in, </li></ul></ul><ul><ul><li>send them specific emails with subtle cross selling </li></ul></ul>
  25. 25. Sue Fidler <ul><li>Integration </li></ul><ul><li>where are you inviting people from.. </li></ul><ul><ul><li>offline, website, facebook and twitter </li></ul></ul><ul><ul><ul><li>here comes our enews </li></ul></ul></ul><ul><ul><ul><li>sign up for our upcoming enews </li></ul></ul></ul><ul><ul><ul><li>get our latest campaign here.. </li></ul></ul></ul><ul><ul><ul><li>read more on our enews </li></ul></ul></ul><ul><li>use facebook updates and tweet the same stories </li></ul><ul><li>drive traffic to enews from all available source </li></ul><ul><li>and from enews to the web </li></ul>
  26. 26. Sue Fidler [email_address] 07889 350285 CharityeMail: