1. Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com 07889 350 285

2. Sue Fidler EMAIL MARKETING

3. Sue Fidler

6. Why? More than 70% of UK population have email Email is 99% unique

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. 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. Email fast – almost instantaneous delivery easy – adding copy to a template personalised – with name, details, even drop in pictures and paragraphs like traditional DM cheap - <1p per email sent instant reporting who received who opened who clicked on what and when who forward it linked to web tracking to follow visitors around site

10. What? marketing selling communicating fundraising campaigning

11. Sue Fidler

12. DELIVERY and COMPLIANCE

13. Sue Fidler 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

14. Sue Fidler Address BookAddress Management/history/export/import SubscriptionsSubscribes and unsubscribes – sign up form BouncesHard (email not there) and Soft (unavailable) 2 part sendHTML and Text versions Segmentation/ personalisation Add personal details/info, segment by data in address book or actions Auto repliesSet up replies to sign up, unsubscribe and specific actions/data TemplatesDesign, WYSIWYG, look and feel management ReportsOpen rate, Click throughs, bounces, unsubscribes HTMLHTML email with WYSIWYG editor SPAMAvoid being blacklisted - SPF records, Sender ID, registered IP address BandwidthInternet access being blocked ITAngry people…

15. Sue Fidler

16. OUTLOOK PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMX BandwidthX ITX Fit for purposeX

17. Sue Fidler OUTLOOK IS BAD

18. Sue Fidler OUTLOOKIn-House s/w PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMXX BandwidthXX ITXX Fit for purposeXX

19. Sue Fidler OUTLOOKIn-House s/wASP s/w PurposeX Address BookX SubscriptionsX BouncesX 2 part sendX Segment/personalizeX Auto repliesX TemplatesX ReportsX HTMLX SPAMXX BandwidthXX ITXX Fit for purposeXX

20. Sue Fidler

26. OUTLOOK IS BAD

27. Sue Fidler Compliance: Making your email legal and acceptable Data Protection Act (DPA) OPT IN PROOF UNSUBSCRIBE RIGHT TO SEE RECORD

28. Sue Fidler Compliance: SPAM DPA Know where the addresses came from Send from a registered email broadcast service - NOT YOUR IT SERVER

29. Sue Fidler 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

30. Sue Fidler Compliance: Accessibility HTML and Text version Web version “can’t read click here” Alt tags on the images Contrast, links underlined Unsubscribe and subscription management

31. Sue Fidler Good Communications… User Friendly Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work

32. Sue Fidler

37. Good Communications… User Friendly Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work

38. Integrated Marketing

39. dM Ask Reminder Teaser

40. dM or email Ask EMAIL Teaser EMAIL Reminder dM Ask EMAIL Teaser Online users open email before post

41. dM Ask EMAIL Teaser EMAIL Reminder Magazine Shop on website Email newsletter Above the line TV Story on website

42. Sue Fidler Frequency: How often can you send? Enews – daily, weekly, monthly Viral – taster, reminder Campaigns – taster, reminder, updates ASK THE AUDIENCE

43. Sue Fidler 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 Buying lists – don’t without expert help

44. Sue Fidler Resources Why do enews http://www.ictknowledgebase.org.uk/whydoenews http://www.ictknowledgebase.org.uk/whydoenews sending email newsletters http://www.ictknowledgebase.org.uk/bulkemail http://www.ictknowledgebase.org.uk/bulkemail Choosing Bulk Email Software http://www.ictknowledgebase.org.uk/bulkemailsoftware http://www.ictknowledgebase.org.uk/bulkemailsoftware building and designing email newsletters http://www.ictknowledgebase.org.uk/buildingnewsletters

45. Sue Fidler Resources - DPA The legal basics Are you registered as a Data Controller? Third party email lists Data protection and viral e-marketing Writing a user-friendly privacy policy Data collection guidelines The Data Protection Act Increased powers to fine for the Information Commissioner's Office All at http://www.charityemail.co.uk/resourceshttp://www.charityemail.co.uk/resources

46. Sue Fidler Resources Hitting the Mark - A benchmark study of retail email marketing performance http://www.charityemail.co.uk/resources http://www.charityemail.co.uk/resources

47. Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com 07889 350 285