A presentation made to a group of nonprofits at the Chiesman Center for Democracy to give an overview of basic e-mail marketing tactics.

1. E-M AIL
Is it
wor th
it?
Dustin Floyd
TDG Communications

2. What’s the
difference
between good
e-mail & spam?

4. They’re both marketing messages.
SPAM is unsolicited.

6. They’re both marketing messages.
SPAM is unsolicited.
PERMISSION-BASED E-MAIL is
something that a person asks for.

7. Why Do People Sign Up for E-mail?
•They expect value.
•They can unsubscribe anytime.
•They know where you live.

9. Have Nigerian
Princes Spoiled
It for the Rest
of Us?

10. “We started
once a week.
Then it went to two times a week.
Quickly it became five…”

11. “We lost
equity.”
-Gar y Vayner chuk, W ineLibr ar y.com

13. 58% of U.S. consumers start the day
interacting with companies by e-mail.
search engines: 20%
Facebook: 11%
-ExactTar get

14. 57% of U.S. consumers prefer e-mail for
written communication.
texting: 24%
social networks: 10%
E-mail returns $43.62 for each $1 spent.
-ExactTar get & Dir ect M ar keting Association

17. “What can we do for
you?”
NOT
“Come see our exhibit at
this conference!”

18. HUMANIZE
-Gar y Vayner chuk, W ineLibr ar y.com

19. Tools for
Getting
Started

20. Why an Online Tool?
•Make sure you comply with CAN-SPAM
•Database management
•Automatic testing & reporting
•Available from any computer

21. www.mailchimp.com

22. www.constantcontact.com

23. www.myemma.com

24. How do you
assemble a
mailing list?

26. Tips for Building Your Audience
•Start with what you have.
•Collect from your website.
•Explain benefits of signing up.
•Consider incentives.
•Encourage sharing.
•Manually sign-up at events, by phone.
•Ask partners – but be careful.

27. E-mail Best
Practices.

29. E-mail Best Practices
•Automatic welcome e-mail.
•Set expectations: frequency.
•Simplicity in design
•Don’t rely on images alone.
•Test your messages.
•Design for small spaces.
•Support your goal.

30. E-mail Best Practices
•Personalize messages.
•Be multi-channel.
•Make subscribers feel special.
•Benefit-oriented subject lines.
•Action links!
•Privacy policy
•Mobile version
•Consistency in from address

31. How Frequently Should You Send?
•Depends on your audience.
•Best tactic: survey, try, change
•Once a week is pretty average
•Don’t let them forget you… but don’t
annoy them.
•Be timely!

32. Who Should You Send To?
•Donors.
•Volunteers.
•People You’re Helping.
•Partners.
•Businesses.

33. Calls to Action
•Use e-mail to encourage action.
•Integrate with website & social media.
•Tailor landing pages for each campaign

36. Calls to Action
•Consistency in design: promotes action.
•Avoid being overly-promotional.
•Monitor results and act on them.
•If open rates are low, look at subject.
•If clicks are high but conversion is low…

39. Dustin Floyd
dustin@tdgcommunications.com
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 6 0 5 .7 2 2 .7 1 1 1
M obile: 6 0 5 .9 2 0 .1 0 5 3