Chiesman Center - Why E-mail?

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

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  • Chiesman Center - Why E-mail?

    1. 1. E-M AIL Is it wor th it?Dustin FloydTDG Communications
    2. 2. What’s thedifferencebetween goode-mail & spam?
    3. 3. They’re both marketing messages.SPAM is unsolicited.
    4. 4. They’re both marketing messages.SPAM is unsolicited.PERMISSION-BASED E-MAIL issomething that a person asks for.
    5. 5. Why Do People Sign Up for E-mail?•They expect value.•They can unsubscribe anytime.•They know where you live.
    6. 6. Have NigerianPrinces SpoiledIt for the Restof Us?
    7. 7. “We startedonce a week.Then it went to two times a week.Quickly it became five…”
    8. 8. “We lost equity.”-Gar y Vayner chuk, W ineLibr ar y.com
    9. 9. 58% of U.S. consumers start the dayinteracting with companies by e-mail.search engines: 20%Facebook: 11%-ExactTar get
    10. 10. 57% of U.S. consumers prefer e-mail forwritten communication.texting: 24%social networks: 10%E-mail returns $43.62 for each $1 spent.-ExactTar get & Dir ect M ar keting Association
    11. 11. “What can we do foryou?” NOT“Come see our exhibit atthis conference!”
    12. 12. HUMANIZE-Gar y Vayner chuk, W ineLibr ar y.com
    13. 13. Tools forGettingStarted
    14. 14. Why an Online Tool?•Make sure you comply with CAN-SPAM•Database management•Automatic testing & reporting•Available from any computer
    15. 15. www.mailchimp.com
    16. 16. www.constantcontact.com
    17. 17. www.myemma.com
    18. 18. How do youassemble amailing list?
    19. 19. 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.
    20. 20. E-mail BestPractices.
    21. 21. 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.
    22. 22. 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
    23. 23. 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’tannoy them.•Be timely!
    24. 24. Who Should You Send To?•Donors.•Volunteers.•People You’re Helping.•Partners.•Businesses.
    25. 25. Calls to Action•Use e-mail to encourage action.•Integrate with website & social media.•Tailor landing pages for each campaign
    26. 26. 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…
    27. 27. Dustin Floyddustin@tdgcommunications.comwww.facebook.com/ dustinfloydTwitter : @dustindfloyd @tdgincOffice: 6 0 5 .7 2 2 .7 1 1 1M obile: 6 0 5 .9 2 0 .1 0 5 3

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