Email Marketing

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Email Marketing - IoF SW - 18/06/09

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Email Marketing

  1. 1. Sue Fidler www.CharityeMail.co.uk www.suefidler.com [email_address] 07889 350 285
  2. 2. Sue Fidler EMAIL MARKETING
  3. 3. Sue Fidler
  4. 4. Sue Fidler
  5. 5. Sue Fidler
  6. 6. Sue Fidler Why? More than 70% of UK population have email Email is 99% unique
  7. 7. Sue Fidler Why? Great for fast communications, - nearly all opens are within first 24rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals Forward to a friend
  8. 8. From the invention of direct marketing back in the 1970s when the first databases were developed the dream has been for fast, cheap, personalised marketing with instant reporting
  9. 9. Email <ul><li>fast – almost instantaneous delivery </li></ul><ul><li>easy – adding copy to a template </li></ul><ul><li>personalised – with name, details, even drop in pictures and paragraphs like traditional DM </li></ul><ul><li>cheap - <1p per email sent </li></ul><ul><li>instant reporting </li></ul><ul><ul><li>who received </li></ul></ul><ul><ul><li>who opened </li></ul></ul><ul><ul><li>who clicked on what and when </li></ul></ul><ul><ul><li>who forward it </li></ul></ul><ul><ul><li>linked to web tracking to follow visitors around site </li></ul></ul>
  10. 10. What? <ul><li>marketing </li></ul><ul><li>selling </li></ul><ul><li>communicating </li></ul><ul><li>fundraising </li></ul><ul><li>campaigning </li></ul>
  11. 11. Sue Fidler
  12. 12. Sue Fidler DELIVERY and COMPLIANCE
  13. 13. Sue Fidler <ul><li>Delivery: The mechanism used to send </li></ul><ul><li>and deliver bulk emails </li></ul><ul><li>Three methods: </li></ul><ul><li>Outlook/Eudora/Lotus/other PC/pop3 based email system </li></ul><ul><li>In-House bulk email broadcast software </li></ul><ul><li>ASP bulk email broadcast software </li></ul>
  14. 14. Sue Fidler Address Book Address Management/history/export/import Subscriptions Subscribes and unsubscribes – sign up form Bounces Hard (email not there) and Soft (unavailable) 2 part send HTML and Text versions Segmentation/ personalisation Add personal details/info, segment by data in address book or actions Auto replies Set up replies to sign up, unsubscribe and specific actions/data Templates Design, WYSIWYG, look and feel management Reports Open rate, Click throughs, bounces, unsubscribes HTML HTML email with WYSIWYG editor SPAM Avoid being blacklisted - SPF records, Sender ID, registered IP address Bandwidth Internet access being blocked IT Angry people…
  15. 15. Sue Fidler
  16. 16. Sue Fidler OUTLOOK Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X Bandwidth X IT X Fit for purpose X
  17. 17. Sue Fidler OUTLOOKIS BAD
  18. 18. Sue Fidler OUTLOOK In-House s/w Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X X Bandwidth X X IT X X Fit for purpose X X
  19. 19. Sue Fidler OUTLOOK In-House s/w ASP s/w Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X X Bandwidth X X IT X X Fit for purpose X X
  20. 20. Sue Fidler
  21. 21. Sue Fidler
  22. 22. Sue Fidler
  23. 23. Sue Fidler
  24. 24. Sue Fidler
  25. 25. Sue Fidler
  26. 26. Sue Fidler OUTLOOKIS BAD
  27. 27. Sue Fidler <ul><li>Compliance: Making your email legal and acceptable </li></ul><ul><li>Data Protection Act (DPA) </li></ul><ul><ul><li>OPT IN </li></ul></ul><ul><ul><li>PROOF </li></ul></ul><ul><ul><li>UNSUBSCRIBE </li></ul></ul><ul><ul><li>RIGHT TO SEE RECORD </li></ul></ul>
  28. 28. Sue Fidler <ul><li>Compliance: </li></ul><ul><li>SPAM </li></ul><ul><ul><li>DPA </li></ul></ul><ul><ul><li>Know where the addresses came from </li></ul></ul><ul><ul><li>Send from a registered email broadcast service </li></ul></ul><ul><ul><li>- NOT YOUR IT SERVER </li></ul></ul>
  29. 29. Sue Fidler <ul><li>Compliance: </li></ul><ul><li>Data Control </li></ul><ul><ul><li>Who can get to the data – </li></ul></ul><ul><ul><ul><li>What might they use it for? </li></ul></ul></ul><ul><ul><li>Are all copies of the address book kept up to date – </li></ul></ul><ul><ul><li>Update the unsubscribes on all databases </li></ul></ul><ul><ul><li>Who is sending what and when and to whom? </li></ul></ul><ul><ul><ul><li>Step 1 – e-comms strategy </li></ul></ul></ul><ul><ul><ul><li>step 2 – comms strategy </li></ul></ul></ul>
  30. 30. Sue Fidler <ul><li>Compliance: </li></ul><ul><li>Accessibility </li></ul><ul><ul><li>HTML and Text version </li></ul></ul><ul><ul><li>Web version “can’t read click here” </li></ul></ul><ul><ul><li>Alt tags on the images </li></ul></ul><ul><ul><li>Contrast, links underlined </li></ul></ul><ul><ul><li>Unsubscribe and subscription management </li></ul></ul>
  31. 31. Sue Fidler <ul><li>Good Communications… </li></ul><ul><li>User Friendly </li></ul><ul><ul><li>Clear layout and branding </li></ul></ul><ul><ul><li>Short copy </li></ul></ul><ul><ul><li>Regular FROM address </li></ul></ul><ul><ul><li>Regular Subject Line </li></ul></ul><ul><ul><li>Links all work </li></ul></ul>
  32. 32. Sue Fidler
  33. 33. Sue Fidler
  34. 34. Sue Fidler
  35. 35. Sue Fidler
  36. 36. Sue Fidler
  37. 37. Sue Fidler <ul><li>Good Communications… </li></ul><ul><li>User Friendly </li></ul><ul><ul><li>Clear layout and branding </li></ul></ul><ul><ul><li>Short copy </li></ul></ul><ul><ul><li>Regular FROM address </li></ul></ul><ul><ul><li>Regular Subject Line </li></ul></ul><ul><ul><li>Links all work </li></ul></ul>
  38. 38. Integrated Marketing
  39. 39. dM Ask Reminder Teaser
  40. 40. dM or email Ask EMAIL Teaser EMAIL Reminder dM Ask EMAIL Teaser Online users open email before post
  41. 41. dM Ask EMAIL Teaser EMAIL Reminder Magazine Shop on website Email newsletter Above the line TV Story on website
  42. 42. Sue Fidler <ul><li>Frequency: </li></ul><ul><li>How often can you send? </li></ul><ul><ul><ul><li>Enews – daily, weekly, monthly </li></ul></ul></ul><ul><ul><ul><li>Viral – taster, reminder </li></ul></ul></ul><ul><ul><ul><li>Campaigns – taster, reminder, updates </li></ul></ul></ul>ASK THE AUDIENCE
  43. 43. Sue Fidler <ul><li>Names: where do you get them? </li></ul><ul><ul><li>Online sign up </li></ul></ul><ul><ul><li>Offer email URL on every piece of </li></ul></ul><ul><ul><li>paper/poster/leaflet </li></ul></ul><ul><ul><li>Offer email opt in via EVERY response </li></ul></ul><ul><ul><li>mechanism; mail, web, phone </li></ul></ul><ul><ul><li>Existing paper-based newsletter </li></ul></ul><ul><ul><li>Swap names with peers </li></ul></ul><ul><ul><li>Get article in press or other newsletters </li></ul></ul><ul><ul><li>Buying lists – don’t without expert help </li></ul></ul>
  44. 44. Resources <ul><li>Why do enews http://www.ictknowledgebase.org.uk/whydoenews </li></ul><ul><li>sending email newsletters http://www.ictknowledgebase.org.uk/bulkemail </li></ul><ul><li>Choosing Bulk Email Software http://www.ictknowledgebase.org.uk/bulkemailsoftware </li></ul><ul><li>building and designing email newsletters http://www.ictknowledgebase.org.uk/buildingnewsletters </li></ul>Sue Fidler
  45. 45. Resources - DPA <ul><li>The legal basics  </li></ul><ul><li>Are you registered as a Data Controller?  </li></ul><ul><li>Third party email lists  </li></ul><ul><li>Data protection and viral e-marketing  </li></ul><ul><li>Writing a user-friendly privacy policy  </li></ul><ul><li>Data collection guidelines  </li></ul><ul><li>The Data Protection Act </li></ul><ul><li>Increased powers to fine for the Information Commissioner's Office  </li></ul><ul><li>All at http://www.charityemail.co.uk/resources </li></ul>Sue Fidler
  46. 46. Resources <ul><li>Hitting the Mark  - A benchmark study of retail email marketing performance http://www.charityemail.co.uk/resources </li></ul>Sue Fidler
  47. 47. Sue Fidler www.CharityeMail.co.uk www.suefidler.com [email_address] 07889 350 285

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