Sue Fidler sue@suefidler 07889 350285 suefidler charityemail.co.uk
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description
Sue Fidler [email protected] 07889 350285 www.suefidler.com www.charityemail.co.uk. 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 - PowerPoint PPT Presentation
Transcript of Sue Fidler sue@suefidler 07889 350285 suefidler charityemail.co.uk
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
Spreading the Word - Forward to a friend
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CHEAP!
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DESIGN
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NEW NAMES
WEB VIEW
LEGAL REQUIREMENTS
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MESSAGES
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Writing and ToneEmail is normally less formal than print
Email is considered very personal (2nd after SMS)
KISS – short sentences, paragraphs and calls to action
Obvious calls to action/find out more
Consistent tone, author, style and FROM address
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DELIVERYand
COMPLIANCE
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Delivery: The mechanism used to send and deliver bulk emails
Three methods:
• Outlook/Eudora/Lotus/other PC/pop3 based email system
• In-House bulk email broadcast software
• ASP bulk email broadcast software (known as Email Service Provider)
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Address Book Address Management/history/export/importSubscriptions Subscribes and unsubscribesBounces Hard (email not there) and Soft (unavailable)2 part send HTML and Text versionsTemplates Design, look and feel managementReports Open rate, Click throughs, bounces,
unsubscribesHTML HTML email with WYSIWYG editorSPAM Not being blocked as a spammerBandwidth Internet Pipe sizeIT Keep them happy
What are you looking for?
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Is it fit for purpose?
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OUTLOOKAddress Book XSubscriptions XBounces X2 part send XTemplates XReports XHTML XSPAM XBandwidth XIT X
Fit for purpose
X
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OUTLOOKIS BAD
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OUTLOOK In-House s/wPurpose XAddress Book XSubscriptions XBounces X2 part send XTemplates XReports XHTML XSPAM X XBandwidth X XIT X XFit for purpose X X
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OUTLOOK In-House s/w ASP s/wPurpose XAddress Book XSubscriptions XBounces X2 part send XTemplates XReports XHTML XSPAM X XBandwidth X XIT X XFit for purpose X X
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OUTLOOKIS BAD
FOR BULK EMAILS
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Compliance: Making your email legal and acceptable
Data Protection Act (DPA) in EU
• OPT IN• PROOF
• UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!)
• RIGHT TO SEE RECORD
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Compliance:
Data Control
• Who can get to the data –What might they use it for?
• Are all copies of the address book kept up to date –Update the unsubscribes on all databases
• Who is sending what and when and to whom?• Step 1 – e-comms strategy• step 2 – comms strategy
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Compliance:
SPAM
• DPA
• Know where the addresses came from
• Send from a registered email broadcast service - NOT YOUR IT SERVER
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Compliance:
Accessibility
• HTML and Text version
• Web version
• Alt tags on the images
• Contrast, links underlined
• Unsubscribe and subscription management
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Compliance:
User Friendly
• Clear layout and branding
• Regular FROM address
• Regular Subject Line
• Links all work
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Compliance:
Frequency
• How often can you send?
• Enews – daily, weekly, monthly
• Viral – taster, reminder
• Campaigns – taster, reminder, updates
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Compliance:
Audience Choice
• HOW – post/phone/email/SMS
• WHAT – news/campaigns/fundraising
• WHEN – how often
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Compliance:
Audience Choice for email
• Format – HTML/TEXT
• What – news/campaigns/fundraising
• When – how often
• Subscription Management
• UNSUBSCRIBE
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Compliance:
Format - HTML, TEXT or both?
• UK, USA, Europe, Eastern Europe etc etcHTML and TEXT
• Africa, Asia, South AmericaHTML and TEXT
Audience Choice
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Names: where do you get them?
• Online sign up
• Offer email URL on every piece of paper/poster/leaflet
• Offer email opt in via EVERY response mechanism; mail, web, phone
• Existing paper-based newsletter
• Swap names with peers• Get article in press or other newsletters• Buy lists…
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RECAP
• OUTLOOK IS BAD (ESP Email Delivery is best)
• DPA/Data control
• Accessibility and usability
• HTML AND TEXT
• OFFER AUDIENCE CHOICE
• Build your own lists
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4 Papers:
• Why eMail?
• Best Practice for Sending eMails
• Best Practice for Designing eMails
• Data Protection
www.charityemail.co.uk
