Maximize Demosphere XXVI discussed email marketing best practices for your youth sports organization.

1. Maximize Demosphere XXVI
Email Marketing Best Practices
Presented by Sean Rose
May 18, 2011

2. Before We Start...
Optional Products for Today's Session:
Online Registration System
Mission critical communication
Email Marketing System (Constant Contact, etc)
Marketing-based, timed emails.

3. Session Overview
Part 1: Email Marketing Formatting
Part 2: Tips, Tips, Tips
Part 3: More Resources
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The fun continues!
Open chat directly following session.
Slides emailed & video posted online.

4. Part 1: Formatting
Quick Stats (eMarketer)
95% of US consumers use email
93% of US consumers are subscribers
83% check email 1+ times per day

5. Part 1: Formatting
Takeaway: Email is still the best online outbound marketing.

6. Part 1: Formatting
The Message Itself
Optimize for previewing
Don't waste too much space on banner/header
3-5 articles/items total
Only show article summaries (first few sentences)
Link to the rest if there's more

7. Part 1: Formatting
Subject Lines
Set expectations & don't deceive - HubSpot
Be compelling - give a reason to open the message
Keep it short - 50 characters or less
NO CAPS
Key Takeaway - quickly explain value

8. Part 1: Get Delivered
Don't spam!
Non-Profits are exempt from some CAN-SPAM requirements
Messages without ads/promotions
BUT
Email Providers have their own spam filtering
Recipients can still flag items as spam
Reputation matters
Conclusion: CAN-SPAM largely irrelevant.
For a more complete story ... (Blue Sky Factory Blog)

9. Part 1: Timing
When are you sending email?
Don't fly by the seat of your pants
Weekend mornings are best (HubSpot webinar)
Be consistent
Weekly/Monthly/Quarterly?

10. Part 2: Test
Test & Refine
Make sure all links work
Read out loud - does it sound correct?
Make sure readers can reply directly

11. Part 2: Driving Sign Ups
Make it easy to take part!
No brainer - involve registrants in your newsletter
Sign up box on website in visible location
Promote via Social Media ...

12. Part 2: Purpose
Define the purpose for each email
Don't do it just to do it.
Have a plan. Are you ...
Educating?
Informing?
Starting a conversation?

13. Part 2: Integrate Social Media
Enable Easy Content Sharing
Your email marketing system should include this integration.
Allow readers to share the message on their network of choice.
If people like it, they will share it ...
Direct Users to the Message
Give reasons to subscribe
Reminders ahead of the next message
Ask for help with content

14. Part 2: Get Action
How to get people to CLICK
Differentiate - use a button rather than text
Include enough white space around it
Place above the fold - be visible before scrolling
Consider limited time offers
Utilize Action Words
"Read more..."
"Continue..."
"Donate..."
"Get Details..."
etc.

15. Part 2: Segment Your List
Is everything applicable to everyone?
If content isn't relevant, people will unsubscribe quickly.
List segmentation
Start small ... Recreational vs. Travel, for example.
Don't over-complicate
If it's a time drain, don't do. Manage time effectively.

16. Part 2: Mobile Marketing
Think Mobile
Mobile email usage up 36% in 2010 (comScore)
Most popular mobile activity BY FAR = checking email
Sample your test emails on YOUR mobile device
Make sure your first line isn't "If you are having trouble..."
This is what shows up in the message preview!

17. Part 2: Analysis
Process Does Not End With "Send"
How many opened? How many clicked? What was clicked?
What's your most popular content? What can you do to further
refine what you're sending?
Use this information to your benefit - it's there to help you.

18. Part 3: More Resources
Stay updated on the latest industry trends ...
Blue Sky Factory Blog
Constant Contact Blog
HubSpot Blog (Internet Marketing)
MailChimp Blog
Vertical Response Blog
Google Alert "email marketing"

19. Wrap Up
Questions? Email support@demosphere.com.
Items discussed today will be ...
Emailed to you.
Posted on www.demosphere.com & Facebook
Subscribe to the Demosphere Blog for news, features, &
more.

20. Thanks for joining us for
Maximize Demosphere XXVI
Ideas for our June session? Contact
extratime@demosphere.com
Stay tuned to the next edition of ExtraTime!
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