AMC2014 Demystifying Mass Emailing with Free and Open Source Software

Michael Z. Daryabeygi
michael@ginkgostreet.com
@ginkgostreet ~ @ginkgoMZD
888-223-6609
Demystifying
Mass Emailing
with Free and Open Source
Software
#CiviCRM ~ #AMC2014 ~ #FOSSEmail

What to Expect
● Overview of Emailing
● Guidelines to Follow
● Examples with CiviCRM
● Workshop on Writing Strategic Emails
Demystifying Mass Email with Free Software
#FOSSEMAIL #AMC2014 #CiviCRM
*

What is Mass Email?
A Broadcast Message
Delivered to Interested Parties
With a Call to Action
(NOT Un-Solicited SPAM)

Examples
● Newsletters
● Events
● Donations
● Mobilization
#FOSSEMAIL #AMC2014 #CiviCRM *?

Key Components
● Targeted and Appropriate
● A Hook
● Clear Messaging
● Valuable Content
● Clear Call to Action
*

Infrastructure
● Templates/Design
● Collection/Sign-Up
● List Management
● Scheduling
● SMTP (Sending Server)
● Metrics

CiviCRM Project
CRM = Constituent Relationship Management
http://civicrm.org
FOSS = Free(dom) Open Source Software
“Alternative terms for Free Software” - Wikipedia
http://is.gd/fossterms

CiviCRM
● Open Source License
● Truly Customizable
● Real-world Feature Set
● Built for and by Organizers
● Community of Support

List Hygiene
● Get Opt-Ins
● Respect Opt-Outs (Don't SPAM!)
● An Opt-Out link is required by law
● Run regular dedupes of your list
● Allow for easy update of your
contact's interests

Dedupe in CiviCRM
● Use integrated forms to avoid
duplicates in the first place
● Batch dedupe
● Manual Dedupe

Dedupe in CiviCRM

Sign-Ups
● Ask on your homepage
● Ask on an issue site/page
● Collect more info
● Keep a low barrier to participate
● Collect in-person sign-ups
● Avoid competing channels (fb/twt)

Sign-Ups
● Wordpress Plugins
● Drupal Blocks
● Stand-alone pages
● Drupal Webform
● Gravity Forms (coming soon)

List Management
Create Groups explicitly, or
automatically with a saved
search.

List Management
TODO: Elaborate
Segmentation
A/B Testing

Create a Mailing in CiviCRM
TODO: Elaborate
Create mailing
Review status

Create a Mailing in CiviCRM
TODO: Elaborate

Mailing Reports
Valuable Content

Composition
Valuable Content
To be heard through the noise, provide value to
your audience. Respect their time and they will
reward you accordingly.

Composition
~ Appropriate:
On Mission
Tailored to the Recipient
Consistent

Content is King
Establish a reputation
Reward their attention
Personalized
Easy to Scan
Get them to click-through

Composition
Template – Eye-Catching but simple
Device Compatible
Build your own
● zurb.com/ink
● https://www.campaignmonitor.com/resources/will
-it-work/
or use a tool
● Mail Chimp

Call to Action
The one thing you want them to do should be
obvious.
● Donate
● Sign
● Fill out a form/survey
● Register to Participate

The Hook
Subject Line Tactics
●Urgent
●Informal
●To the Point
●Sensational

Workshop
Form Groups
Newsletter, Event, Mobilization,
Donation
Create your Scenario

Workshop
Exercise One
● Write a content outline.
● Write 5-10 One-sentence summations
of your message
● Create a Targeting (Segment) Strategy

Workshop
Exercise Two
● What is your Call to Action?
● Write 5-10 One-Sentence Calls to
Action

Workshop
Exercise 3
● Write at least 10 Subject Lines
Remember:
● Urgent
● Transparent
● Your Identity

Workshop
Final Exercise
● Score components
● Select Top 3 Messages

Come to DC!

Thank You!
Come talk to me about Volunteer
Management!
Tweet me for a demo @ginkgoMZD
Session Resources and Demo Site:
Ginkgostreet.com/amc2014

AMC2014 Demystifying Mass Emailing with Free and Open Source Software

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (19)

Similar to AMC2014 Demystifying Mass Emailing with Free and Open Source Software

Similar to AMC2014 Demystifying Mass Emailing with Free and Open Source Software (20)

Recently uploaded

Recently uploaded (20)

AMC2014 Demystifying Mass Emailing with Free and Open Source Software