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Email Marketing
- 2. 154 Million
- 3. Overview ● Settings ● Sending Emails and Using Templates ● Automated Emails ● Etiquette & Deliverability
- 4. General Settings Let’s get it started in here
- 5. Email Settings Race Dashboard >> Email Marketing >> Manage Email Settings
- 6. Send Address and Whitelabeling ▷ “From” name and email address ▷ Simple Whitelabeling ▷ Advanced Whitelabeling
- 8. Email Whitelabeling Advanced Whitelabeling3 ● This will allow you to verify your emails with your own domain ● Increased email deliverability rate ● Only recommended for advanced users who own their own domain Simple Whitelabeling2 ● Email sender appears as “From:” ● May decrease email deliverability because there is no domain to verify your emails No Whitelabeling1 ● Identified by DKIM records ● “From” address in your automated emails will be displayed as <noreply@runsignup.com>
- 9. Sending Emails Get your messages out
- 10. Email Recipients Race Dashboard >> Email Marketing >> Send Emails ▷ Add or exclude specific email lists ▷ Current participants are updated by the minute until the email is sent
- 11. Create Custom Lists ▷ Email Marketing >> Manage Lists ○ Add contacts from current or previous races or volunteer tasks ○ Upload a CSV file of contacts ○ Add existing contacts or create new ones right on the page
- 12. MailChimp Integration Promotion >> MailChimp >> MailChimp Integration MailChimp integrates with RunSignup to allow you sync participants with their platform
- 13. Message Settings Name this Email: For identification purposes only Email Subject: Basic email subject line - visible to participants ▷ Sorry, no emojis 😭😭😭 Schedule an Email: Either send an email immediately or schedule it to send at a later date/time
- 14. Template Options Fully Mobile Responsive Supports the use of social media buttons Reflects new race website designs Our past version of the email template Available for use by anybody who prefers the old version This template is completely blank Create with HTML or paste HTML code into the email body RunSignup Template Legacy Template Blank Template
- 15. Blank Template - Adding HTML 15
- 16. Add Email Content Add content by typing directly onto the template Use the Edit bar to format your content, including adding images, hyperlinks and embedding source code Select a template from the available list. Replacement tags personalize mass emails and include specific information, such as packet pickup location, bib number and corral name.
- 17. Most Commonly Used Replacement Tags 17 Tag Description %FIRST_NAME% Insert the recipient’s first name. %BIB_NUMBER% Insert the participant’s bib number. %GIVEAWAY_ITEM% Display the recipient’s giveaway item. %EDIT_REGISTRATION_LINK% Include a full HTML link to edit the recipient’s registration with the text "Edit Registration". %EDIT_REGISTRATION_URL% This will be replaced with the URL to edit a recipient’s registration. Use this to build your own HTML link and text. %REGISTRATION_REFERRAL_CODE_LINK% This will be replaced with a full HTML link to the race page with the registration’s referral code if applicable.
- 18. Send Emails Save your progress and work on the email later Drafts show up on the Manage Your Emails page Always send a test before sending a mass email Check formatting on both phone and desktop Test emails will not include replacement tag data If you are ready to send the email to selected contacts, click this button
- 19. Automated Emails Make RunSignup work for you
- 20. Types of Automated Emails ▷ Incomplete Registrations ▷ Registration Followup ▷ Price Increase ▷ RaceJoy ▷ Sponsors Race Dashboard >> Email Marketing >> Automated Emails
- 21. Incomplete Registration Emails Invite participants who may have gotten distracted to return finish their registration Set up intervals or send on a certain Calendar date Lists will scrub automatically but can also be scrubbed manually *Don’t over send, limit to 2-3 pings
- 22. Price Increase Emails ▷ Notify participants of an upcoming price increase ○ Send to both current and past participants ○ Include referral link if enabled ▷ Set intervals or send on specific date ▷ Only one email sent per email address ▷ Facebook referrals
- 23. Registration Followup Emails Sent to participants after they register Facebook referral reminder and link Uses : Donation page editor and/or link Team Invitation Packet pickup information
- 24. Etiquette & Deliverability Ensure your messages get to your recipients
- 25. 21%Of emails globally do not make it to the Inbox
- 26. Deliverability Statistics ▷ Display as a table or graph ▷ View the overall email statistics throughout the lifetime of your race Graphs can be displayed based on day, week, month or a specific date range Email >> Email Reports >> SendGrid Email Statistics
- 27. Statistic Definitions Statistic Meaning Requests An email is attempted to be sent to a recipient Delivered The email actually makes it to the recipients’ server Opens Each time a recipient clicks on the email Unique Opens The number of times recipients open an email for the very first time Clicks Every time a recipient selects a link within an email Unique Clicks A recipient clicks a link in an email for the first time Bounce An email is not delivered to the recipients’ server Spam Report Detects if an email goes through a recipient’s server as spam
- 28. Email Deliverability ▷ Relevant, properly formatted messaging ▷ Clean lists of current email addresses ▷ Utilize Replacement Tags ▷ Consistent volume ▷ Advanced Whitelabeling
- 29. Thanks! Any questions? You can find us at: melissa@runsignup.com jordan@runsignup.com
Editor's Notes
- There were 154 million emails sent through the Email Marketing system by over 20,000 RunSignup races since July 2018, so a LOT of clients are using our email marketing tools
- Here’s what we’re going to go over today. Some things may be familiar to you, but hopefully we’ll share a few things you may not have thought of before
- This is the first place to start when getting your email marketing tools ready. I really wanted to have the Black Eyed Peas song Let’s Get It Started playing in the background but Jordan said no
- Navigate to Email Marketing >> Manage Email settings
- Default “from name” is your race name and the “reply to email address” is the contact email address set in the Race Wizard We have options for simple and advanced whitelabeling - we’ll go over those in the next slide
- Whitelabeling masks RunSignup to make it look like emails are coming from your organization. We offer three types of Whitelabeling...
- No Whitelabeling - we send the email on your behalf so it comes from RunSignup Simple Whitelabeling - “you” are sending it, but there’s no authorization so some servers flag this Advanced Whitelabeling - “you” are sending the email and your domain can be verified so it has the best deliverability
- Now that everything is set up, let’s send out those emails
- This is a HUGE benefit to using the RunSignup email marketing system over other systems, because it’s directly integrated with your race data. You could take 6 hours to create your email and you will be sure to send to all of your current participants
- If you are adding lists from other races, make sure to check the Unsubscribed list and clean those emails out. Unsubscribes are on a race by race basis so if someone unsubscribes from one race, other race emails aren’t affected. Runners can get mad if they unsubscribe from one race email list only to be added to another because their information gets transferred.
- If you currently use MailChimp and are interested in the integration, we can talk after or you can chat with your AM as there are some limitations
- Name this email - way to categorize and keep track for yourself - may have multiple emails with the same or similar subject lines Email Subject - should be short and catchy, tease or tell them what’s inside- create urgency - gets someone to open their email in an already flooded inbox Words like “update” and “newsletter” are associated with a series, so someone will feel like they can simply catch the next one so will be less likely to open Don’t use all caps or exclamation points - those tend to be typical Spam subjects
- How many of you guys have email on your phone? How many of you check your email first thing in the morning when you wake up? In general, 77% of email opens take place on Mobile, which is why making your emails optimized for mobile if extremely important.
- For the blank templates, if you don’t like our options or already have a template you love, you can build a template in another builder (like MailChimp) and copy and paste the code into RunSignup
- RunSignup template loads by default unless otherwise specified - when you create a template, you can specify if you want that one to load by default Replacement tags are basically a simple way to do a mail merge
- First name - personalizes the email to the recipient Bib Number - let’s the participant know their bib number for pickup Giveaway - Let’s participants know their giveaway item or size (if applicable). The size is important so they can easily realize if they made a mistake before you make your orders. URL - Will be clickable linked text Link - will be the full URL which you can build HTML around to create a button Replacement tags can be used even if there is no information - if you have first names for most of your participants but not all, the tag will be replaced with a blank for those participants without data. So you can say Hello %first_name%, and the email will still make sense
- If you want to test replacement tags, you can create a list with your email address, name and any replacement tags you want to test and then Send Email to just that list. Once Send is clicked, a confirmation will pop up showing the number of recipients on the list, duplicates removed, excluded recipients and an email preview. This lets you confirm that the email is going to the number of recipients you expect it to before actually sending
- Jordan’s up!
- Calendar dates - you could do a final blast the week before the race Can even add promotions on the 2nd or 3rd followup, such as a coupon code
- Previous participants get asked to sign up. Current participants get a reminder to invite their friends and will include referral rewards/tracking links which will prompt current participants to do some more recruiting
- Stat from SendGrid
- You can easily see how well your email campaigns do over time
- Opens are Typically inflated because people may open an email several times
- Use spell check! Read over your email and make sure it makes sense. Read it out loud! Clean up lists - if your list is 10 years old, it’s likely there are a number of invalid emails Replacement tags make your email feel more personal but can also help with deliverability, depending on servers Consistent volume - it’s a little harder in this industry, but don’t send 42 emails in the 2 weeks before your race and then go radio silent the rest of the year Impersonation is not a form of flattery in the email world