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How mass emails work or rather How mass emails could, should, or are supposed to work

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How mass emails work or rather How mass emails could, should, or are supposed to work

  1. 1. How mass emails work or rather How mass emails could, should, or are supposed to work
  2. 2. Who am I? Jim Freer Non-Profit Systems Consultant | Method Works Consulting P: 250-508-0619 E: jimf@methodworksconsulting.com methodworksconsulting.com Co-presented with Maanit Zemel, Miller Thompson LLP
  3. 3. New CASL in a nutshell. (for emailers) A Couple of Considerations Send clear emails… o Clearly identify yourself and your organization o Make sure you include an opt- out, so people can unsubscribe instantly and easily Send with consent… o Only send messages to people who have requested them (i.e., opted in or otherwise consented) o Or when the email contains specific allowed messages
  4. 4. What are the expectations? 1 You must be able to prove that the recipient of an email has either explicitly consented to receive it (i.e., opt-in) or has an implied relationship with your organization 2 You have made it easy and obvious for message recipients to opt out (or withdraw their consent).
  5. 5. Getting rid of bad habits
  6. 6. Opt-ins must be provable This means • No „drive-by‟ or ad-hoc email list additions • You can‟t assume people have opted in • Each email recipient needs a consent „paper-trail‟ (a record of who consents to what, how, and when)
  7. 7. Emails have to pass inspection This means • Someone at your organization needs to be responsible for managing outgoing mass emails (or CEMs) • You have a consistent tool that you use to send mass emails; No messages to BCC‟d lists from Outlook! • Every email template you use has been checked for compliance with CASL regulations
  8. 8. Opting out has to work This means • When someone unsubscribes from all emails, you will not send them more emails until they change their consent • Your process for list building does not override their consent • You accommodate phone/mail/and in-person opt-outs (within 10 days) • If you offer unsubscribe options (i.e., e-newsletters, event invitations etc.) make sure you stick to your categories
  9. 9. The parts
  10. 10. Two main parts Database (CRM) Email System The Email System • Sends emails • Logs unsubscribe requests • Often adds new subscribers to the list The Database (CRM) • Stores online and offline constituents • Stores donor, member, and volunteer records • Helps you manage your constituent relationships
  11. 11. The gaps Database (CRM) Email SystemHow can we identify implied relationships? How do we store constituent consent? What do we do with the post- campaign data? How do we get consent? What happens when someone phones in an unsubscribe? What do we do when the email records differ from the CRM?
  12. 12. Address the gaps with process or Building a better email workflow
  13. 13. The basic flow Plan deployment Create email list Filter list Send email Process opt-outs Report on success
  14. 14. Database (CRM) Email System Our two parts Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success
  15. 15. Plan your deployments Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success Planning out your emails is the first step in sending compliant and effective messages: • Identify a clear goal for the message – are you trying to acquire new donors, engage current constituents, inform them about your organizations activities? This is normally the “Primary Purpose”. • Based on your goals who should receive your message? • When is the message being sent, are there critical groups that you need to establish consent for and do you have time to do that before you send? • Can you take what you‟ve learned from previous messages and improve this message?
  16. 16. Building your lists Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success Build your email list through your database (CRM) based on groups of constituents that are meaningful to your organization, but ensure: • You track, on each constituent or individual person, what they have opted in to and when • You develop a standard set of queries or criteria that comply with CASL‟s implied consent criteria
  17. 17. Filtering your list Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success Building your email list creates a baseline of people who have opted in, and by extension filter most of the people who have opted out. Now just before sending we filter again, directly within the email system, to ensure self-service opt-outs are captured. • To be effective the master opt-out list should be maintained in the system that sends the emails • All electronic unsubscribes should be added to this list
  18. 18. Send your message Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success All of your planning is done, now write the email message and send it. Ensure that you have all the crucial information: • You‟ve identified your organization and whom the message is sent on behalf of • Current mailing address • Phone, email address, or web address (that‟s valid for at least 60 days after sending) • An unsubscribe mechanism
  19. 19. Process your opt-outs Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success After the message is sent you can generally expect to see a few unsubscribes, remember that they must be processed within 10 days of sending. Generally we suggest • Updating your opt-out information on the email system first • Make sure you are flagging peoples accounts that they have opted out, do not delete them! This is an important record
  20. 20. Synchronize your data Plan deployment Create email list Filter list Send email Process Opt-Outs Report on Success Your plan identified some goals, it‟s important to review them as well as the general performance of your message. As well this is a good opportunity to update your constituents in your CRM • Build an import/synchronization schedule for regular updates • Track usable metrics in your database, and evaluate your message and identify any lessons learned for future deployments • Use your opt out list to update your CRM • Note, the opt-out data in the CRM should be used for analysis and review, not for filtering your lists as it will always be slightly out-of-date.
  21. 21. Putting the parts together. Database (CRM) Email System The Email System • Filters unsubscribers from mail deployments • Sends emails • Processes unsubscribes • Entry point for web signups The Database (CRM) • Stores constituents • Records opt-in information • Used to establish • Used to build deployment lists Synchronization • Moves opt-out information from the email to the CRM records • Leads (online signups) submitted to CRM • Unfiltered email deployments moved to email system
  22. 22. Avoid complacency • Anti-spam regulations in general and CASL in particular will be a feature of the landscape for the foreseeable future • Failure to comply with regulations will expose your organization to risk • By implementing a solid process you not only mitigate much of your risk, but your organization will benefit from consistent data entry and decision-making
  23. 23. Questions?

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