Email Marketing Strategies for Chambers on Commerce

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Email Marketing Strategies for Chambers on Commerce

  1. 1. Email Marketing Strategies for Chambers ACCE DIALogue Tele-Seminar November 17, 2009
  2. 2. Who Is This Clown? Will Burns Director of CommunicationsMaryland Chamber of Commerce www.mdchamber.org (410) 269-0642, Ext. 103 wburns@mdchamber.org http://twitter.com/will_burns www.linkedin.com/in/wburns
  3. 3. I Steal Ideas From
  4. 4. Agenda• Why Email?• Trends• Basics• Best Practices
  5. 5. Why is Email Important? Email is the Digital Glue• Dominant Online Activity• Ties Together Other Online Activities• Great Way to Promote Programs, Events & Activities --Greg Cangialosi President & CEO, Blue Sky Factory
  6. 6. Email Still Dominates Internet Activities• 89% of American Email 89% adults send and read email. Search to find information 88%• 47% use social Search for a map or driving directions 86% networking websites Look for Information about a hobby or interest 83%Source: Pew Internet & Look for information about a serviceAmerican Life Project or product they are thinking of buying 81% Get News 72% Look for How-To and Do-It-Yourself information 59%
  7. 7. Trends
  8. 8. Trends - Social Media
  9. 9. Trends - Users Want Control
  10. 10. Trends - Email is EverywhereDesktop Client Web Browser Smart Phones
  11. 11. Trends - Email OverloadDesk covered with stacks of paperHundreds of unread emailsA calendar full of appointmentsWhy Would They Read Your Email?
  12. 12. Trends - Email Overload“It’s Not Information Overload.It’s Filter Failure”--Clay Shirkywww.shirky.comAuthor of:Here Comes EverybodyThe Power of Organizing Without Organizations
  13. 13. Trends - Email OverloadIs Your Chamber a Filter or a Fire Hose?
  14. 14. Email Basics
  15. 15. Basics - Content• Newsletters • Member News• Announcements • Legislative Updates• Promoting Events • Calls to Action• Providing News and • Administrative/ Information Transactional• Promoting Products or Programs
  16. 16. Email Service Providers
  17. 17. Choosing an ESP• Price• Feature Set• Reputation & References• Integration• Support - Design, List Management, Compliance, Coaching, Technical
  18. 18. ESP Features• Better Delivery Rates• List & Bounce Management Tools• Design & Spam Testing Tools• Templates• CAN Spam Compliance• Technical & Design Support• Reporting & Analytics
  19. 19. Basics - List Management• Permission & Compliance• Deliverability• List Maintenance/Hygiene• Segmentation• Measurement
  20. 20. Basics - Permission• Get Permission to Send Email• Set Recipient Expectations• Send Relevant Messages• Don’t Abuse the Relationship• Don’t Sell the List
  21. 21. Basics - Compliance• CAN SPAM Compliance • Include your physical address • Make it easy to opt-out • Clearly identify the sender or sending organization • Don’t use deceptive subject lines • For more, visit www.ftc.gov/spam
  22. 22. Basics - Deliverability• Tips for Avoiding Spam Filters • Use a reputable vendor • Practice good list hygiene • Keep sender addresses as short as possible • Minimize the use of trigger words, all caps and excessive punctuation: FREE, Guarantee, Winner!!!!!! • Encourage your recipients to put your “from address” in their address book
  23. 23. Basics - List Maintenance• List Maintenance/Hygiene • Scrub Your List • Monitor Delivery Reports • Manage Bounces • Be careful with email addresses like info@, sales@, etc.
  24. 24. Best Practices
  25. 25. Email Program Tips• Give Subscribers More Choices - Message Type, Message Frequency, etc.• Use More List Segments to Ensure Messages are Relevant• Consider a Reengagement Campaign for Members Who Haven’t Opened Recent Emails• Simplify All Email Templates
  26. 26. Design Tips• Include a “View in Web Browser” Link• Design for the Preview Pane• Use Old Fashioned HTML. Avoid Excessive CSS, Dynamic, Scripts,Video, etc.• Test Creative in Various Email Clients• View Your Email Design With Images Disabled
  27. 27. Content Tips• Carefully Craft Your Subject Line• Make Your Email Scannable. Use subheads, bullet points, bolded text.• Make Your Message Simple• Clearly Define Your Call to Action
  28. 28. Measurement• Measure• Test• Experiment• Optimize
  29. 29. Measurement• Open Rates• Click Through Rates• Conversions• Opt-Out Requests• Bounces
  30. 30. Testing• A/B Tests - Split your list in half• Headlines - What type of headlines get the most click throughs?• Design Tests - How will your message render in various email clients?• Spam Tests - Will your message make it through the most common anti-spam programs?
  31. 31. Testing• Experiment - What Works Best? • Subject Lines • Day of Week | Time of Day • Email Designs • Newsletter Headlines • Calls to Action • Landing Pages • Sender Names • List segments
  32. 32. Basics - Segmentation• Segment ideas for chambers: • Message type - Newsletter, Event Notice, Legislative Info, • Subject Matter - Health Care, Taxes, Environment, Small Business, Human Resources • Industry Sector - Retail, Restaurants, Financial Services, Creative, Manufacturing, Technology, Marketing • Job Function - Leadership & Management, Human Resources, Government Affairs, Marketing & Sales, IT • Action - Join/Renew Date, Registered for/Attended an Event, Purchases a Product, Referred a Member, Responded to a Call to Action
  33. 33. A Few Examples
  34. 34. Email Best Practices Make Your Email Scannable
  35. 35. Email Best Practices Make Your Email Scannable
  36. 36. Email Best Practices Make Your Email Scannable
  37. 37. Email Best Practices Designing for the Preview Pane
  38. 38. Email Best Practices Designing for the Preview Pane
  39. 39. Email Best Practices Clearly Defined Next Action
  40. 40. Email Best Practices Clearly Defined Next Action
  41. 41. Email Best Practices Clearly Defined Next Action
  42. 42. Email Best Practices Clearly Defined Next Action
  43. 43. Don’tSend an Email That is Just One Big Image
  44. 44. Don’tSend an Email That is Just One Big Image
  45. 45. DoCheck Your Messages With Images Turned Off
  46. 46. DoCheck Your Messages With Images Turned Off
  47. 47. Shareable• Push to Social
  48. 48. EmailPush to Social
  49. 49. EmailPush to Social
  50. 50. EmailPush to Social
  51. 51. EmailPush to Social
  52. 52. Email Best Practices Personalize MessagesDear Will,
  53. 53. Email Best Practices Send Relevant Messages
  54. 54. Email Best Practices Send Relevant Messages
  55. 55. Email Best Practices Send Relevant Messages
  56. 56. Email Best PracticesTake Advantage of Transactional/Administrative Emails
  57. 57. Questions?
  58. 58. Thank You Will Burnswburns@mdchamber.org

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