Email Marketing for Volunteers


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This presentation was part of a training program for Chicago Dental Society volunteers on how to use email to market programs to CDS members. The intent of the program was to create alpha users among highly engaged volunteers and thus decentralize some communications for the society.

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Email Marketing for Volunteers

  1. 1. Email Marketing <ul><li>Engaging members at the branch level </li></ul>Keri Kramer Communications Director
  2. 2. Goals for Session <ul><li>Discuss best practices for email marketing and how they apply to your efforts </li></ul><ul><li>Share what CDS knows about members </li></ul><ul><li>Review other options for marketing and resources that can complement your email efforts </li></ul>
  3. 3. This is NOT meant to: <ul><li>Scare you off using email for your branch </li></ul><ul><li>Overwhelm you with info </li></ul>
  4. 4. If You Need Help <ul><li>Contact CDS staff </li></ul><ul><li>Presentation posted to </li></ul>
  5. 5. Why Email? <ul><li>Just about everyone has an email address </li></ul><ul><li>Cheap </li></ul><ul><li>Easy to do </li></ul><ul><li>More effective than any other online marketing effort </li></ul>
  6. 6. Define Our Terms <ul><li>ISP </li></ul><ul><li>Email client </li></ul><ul><li>Email list </li></ul><ul><li>Domain </li></ul><ul><li>Deliverability </li></ul><ul><li>Call to action </li></ul>
  7. 7. What Is Email Marketing? <ul><li>Delivering relevant information to an interested audience in a way that engages them. </li></ul>
  8. 8. 3 Purposes of Email <ul><li>Promote </li></ul><ul><ul><li>Event invitation </li></ul></ul><ul><li>Inform </li></ul><ul><ul><li>Newsletter </li></ul></ul><ul><li>Relate </li></ul><ul><ul><li>Survey request </li></ul></ul>
  9. 9. What you are trying to accomplish with your email affects <ul><li>how often you send your email </li></ul><ul><li>what your email should look like </li></ul>
  10. 10. Promotional Emails <ul><li>Limited content </li></ul><ul><li>Have a direct call to action </li></ul><ul><li>Use links to invite click-throughs </li></ul>
  11. 11. Informative Emails <ul><li>Regular but not frequently </li></ul><ul><li>Educational content </li></ul><ul><li>Information is summarized, concise, bulleted </li></ul><ul><li>Use links to websites for more information </li></ul>
  12. 12. Announcement Emails <ul><li>As needed </li></ul><ul><li>Relationship-building </li></ul>
  13. 13. How Do People Decide What to Read?
  14. 14. 60% of users decide whether to open an email based on who it’s from
  15. 15. Best Practice <ul><li>Use a name and email address your audience recognizes and/or include your organization’s name </li></ul><ul><ul><li>“ Dr. Jo Smith”or “CDS North Suburban Branch” </li></ul></ul><ul><ul><li>Not “The Smith Family” </li></ul></ul>
  16. 16. Problem Email services do not all treat the from field equally Email services do not all treat the from field equally
  17. 17. Solution <ul><li>Think about what your email address is </li></ul><ul><li>Which is more likely to make a dentist open your email? </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul>
  18. 18. The Art of the Subject Line <ul><li>Keep it short and simple (KISS principle) </li></ul><ul><li>30-40 characters or 5-8 words </li></ul><ul><li>Make it engaging-- why do I need to open this right now? </li></ul><ul><li>Capitalize and punctuate carefully </li></ul><ul><li>Avoid giving the appearance of spam </li></ul>
  19. 19. Examples Meeting this week Meet the dental school dean on Tuesday Register for the next meeting Reserve your seat for Endodontics and the GP October meeting update How can dentists thrive in a tough economy?
  20. 20. <ul><li>From and subject fields give the user a lot of information, but what’s on the inside counts, too </li></ul>Email Content
  21. 21. People Read Differently Online <ul><li>25% slower </li></ul><ul><li>Don’t read word-for-word </li></ul><ul><li>Read fewer than 30% of the words on the screen </li></ul><ul><li>Skim in an F pattern </li></ul>
  22. 22. Write Visually <ul><li>Be short but specific (KISS) </li></ul><ul><li>Use headlines, bold, bullets, paragraph breaks </li></ul><ul><li>Include a clear call to action--don’t bury it </li></ul>
  23. 23. Keri’s Hall of Shame
  24. 24. Much Better!
  25. 25. Avoiding Spam <ul><li>183 billion spam messages are sent daily. </li></ul><ul><li>97% of all email sent is spam. </li></ul>
  26. 26. What Is Spam? <ul><li>Junk </li></ul><ul><li>Unwanted </li></ul><ul><li>Unsolicited </li></ul><ul><li>No opt-out </li></ul>
  27. 27. Spam Is in the Eye of the Recipient <ul><li>56% consider messages from known senders spam if they aren’t “interesting” </li></ul><ul><li>50% consider message from known senders spam if they are are sent too frequently </li></ul><ul><li>48% use the “report spam” button for reasons other than to report unsolicited messages </li></ul><ul><li>Source: Marketing Sherpa & Q Interactive Survey, 2008 </li></ul>
  28. 28. How to Avoid Being Labelled as Spam <ul><li>Certain key words, like free, guarantee, credit card </li></ul><ul><li>All capital letters </li></ul><ul><li>Excessive punctuation </li></ul><ul><li>Excessive use of “click here” </li></ul><ul><li>$ and other symbols </li></ul><ul><li>Misleading subject lines </li></ul><ul><li>Too short subject lines </li></ul><ul><ul><ul><li>RE: TUESDAY’S MEETING IS FREE!!!! </li></ul></ul></ul>
  29. 29. New Format for Email
  30. 30. When to Send <ul><li>Tuesday-Thursday, 11 a.m.- 3 p.m. </li></ul><ul><li>Do not send on a Monday </li></ul>
  31. 31. How Often to Send <ul><li>Come up with a schedule that meets your needs </li></ul><ul><li>Example </li></ul><ul><ul><li>Month before </li></ul></ul><ul><ul><li>Week before </li></ul></ul><ul><ul><li>Two days before deadline for an RSVP </li></ul></ul><ul><ul><li>May want to send post-event email thanking those who attended and promoting your next event </li></ul></ul>
  32. 32. Deliverability <ul><li>On average 19% of emails are filtered or blocked </li></ul><ul><li>Spam filters </li></ul><ul><li>Challenge responses </li></ul><ul><li>Sender authentication </li></ul><ul><li>Block lists </li></ul><ul><li>Friend lists </li></ul>
  33. 33. Bouncing <ul><li>Misspelled address </li></ul><ul><li>Temporary issues </li></ul><ul><li>Mailbox full </li></ul><ul><li>Undeliverable </li></ul>
  34. 34. Please Don’t <ul><li>Use BCC </li></ul><ul><li>Email attachments </li></ul><ul><ul><li>Both can lead to being flagged as spam or blacklisting </li></ul></ul><ul><ul><li>Check your email signature if you’re not using the HTML editor to send emails </li></ul></ul>
  35. 35. How to Share Stuff I want to share... Instead try... PDF or other files Ask CDS staff to post files to website and provide you with a link Photos Use a photo sharing service like Flickr or Picassa Videos Use a video sharing service likeYouTube or Vimeo
  36. 36. Is My Email Effective? <ul><li>Open rate </li></ul><ul><li>Click-through rate </li></ul>
  37. 37. What’s the Average? <ul><li>According to Constant Contact, average open rate for the association sector is 18.5%; click-through rate is 11% </li></ul><ul><li>CDS averages 27.4% and 21%, respectively </li></ul><ul><li>Rates are trending downward </li></ul>
  38. 39. Demonstration <ul><li>Log into </li></ul><ul><li> / </li></ul>
  39. 40. Email Subscriber Lists <ul><li>CDS has email address for 78% of its members </li></ul><ul><li>Individual branches range from 70-85% </li></ul>
  40. 41. How Do We Build Lists? <ul><li>Consent </li></ul><ul><li>Sign up at the CDS website and Facebook </li></ul><ul><li>“Offline,” through our publications like the CDS Review </li></ul>
  41. 42. What You Can Do <ul><li>Include email address in branch mailings </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><li>Collect names at branch meetings </li></ul></ul><ul><ul><li>Hand out cards with the address </li></ul></ul><ul><ul><li>Use mobile-device friendly page, </li></ul></ul><ul><ul><li>Send out periodic reminders to your list for members to update their email addresses </li></ul></ul>
  42. 43. Summary <ul><li>The three purposes of email </li></ul><ul><li>Using relevant from addresses </li></ul><ul><li>Choosing short, powerful titles </li></ul><ul><li>Writing visually </li></ul><ul><li>Including a clear call to action </li></ul>
  43. 44. Summary, continued <ul><li>How to send HTML email </li></ul><ul><li>When to send your email </li></ul><ul><li>Avoiding the appearance of spam </li></ul><ul><li>Measuring your effectiveness </li></ul><ul><li>Building your email list </li></ul>
  44. 45. The Rule of Seven
  45. 46. CDS Website <ul><li>Calendar </li></ul><ul><li>Branch pages </li></ul><ul><li>Blog entries </li></ul><ul><li>MyCDS </li></ul>
  46. 47. Facebook <ul><li>1,800 friends, most in the metro Chicago area </li></ul><ul><li>Post a note about your upcoming branch event to our wall and we will re-post it </li></ul>
  47. 48. CDS Email Newsletters
  48. 49. Offline <ul><li>CDS Review </li></ul><ul><li>Mailings </li></ul><ul><li>Phone calls </li></ul>
  49. 50. Measuring Offline
  50. 51. Other Resources <ul><li>Polling or accepting RSVPs </li></ul><ul><ul><li> </li></ul></ul><ul><li>Selling tickets or accepting RSVPs </li></ul><ul><ul><li> </li></ul></ul><ul><li>Surveying members </li></ul><ul><ul><li>, </li></ul></ul>