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October 16, 2012 2012 Community Conference Broadcast email tool Marta Fornal de Seixas: Engaging Networks.

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Presentation on theme: "October 16, 2012 2012 Community Conference Broadcast email tool Marta Fornal de Seixas: Engaging Networks."— Presentation transcript:

1 October 16, 2012 2012 Community Conference Broadcast email tool Marta Fornal de Seixas: Engaging Networks

2 1.Email tool – why use it? 2.Setting up email – best practice 3.Testing – deliverability and presentation 4.Achieving greater open rates with conditional content 5.Email segmentation 6.Testing response using split testing 7.Automate emails with email triggers 8.Analyse email performance with reporting 9.Questions Agenda

3 An easy way of reaching supporters Customised branded emails Content personalization via profiles and conditional content Higher conversions on prepopulated pages Political data mapping to customise emails with political data Advanced list builder to segment supporters Main features Wide range of editing tools Conditional content Advanced list builder Split testing Email triggers Comprehensive reporting tools Why use EN email tool

4 Use tables to lay out your content Personalised emails bring better results Make sure links are prominent (if images are used, make sure there is a text link nearby, alt attribute); Track your links Minimise the use of images, don’t rely on them to convey your key messages Avoid video Use inline CSS Provide an easy way to unsubscribe Setting up email – key points & best practice

5 Test your email using various email clients – email test tool Some email clients require specific styling (paragraphs in Yahoo – use margin-bottom and line-height) Optimize for mobile (use single column or tables for layout styling) Test conditional content using live send process Test deliverability (spam filters) Useful tools: Deliverability and presentation

6 Key points: Create profiles Create an email and relevant copy blocks Assign copy blocks to relevant profiles Run profiles Send out email to your supporters database Greater open rates with conditional content

7 A wide range of filtering tools helps to define recipients list for your emails Sending to people in a specific region, country Sending to supporters who supported previously launched campaign Differentiating emails based on the channel supporters came from – using tracking parameters Data management & segmented emails Import and tag your data Manage your opt in records appropriately Filter out unsubscribed records

8 How it works? Testing different messaging, branding, layouts, subjects Sending to a fraction of recipients list to test effectiveness Comparing results to identify the most effective template One click to generate rest of emails using the most successful template Why use it? Creating more effective messaging Increasing open rates by testing different wording and branding of messages Determining more successful subject lines Optimize your email templates for your audience (Greenpeace) Testing responses with split testing

9 Set up individual emails (different messages, different subjects) Test individual emails Set up split test – identify percentage of the list for each of the templates you are testing Review the results Send the most successful template to the rest of the list Split testing – key points

10 How it works?  Automated emails to specific supporters at specific times, at specific intervals  Emails triggered by your supporters’ behaviour or based on user data  Sequence of emails  No need to select the recipients list for every email in the sequence  Reporting for each triggered email Why use it?  Tailor communications with any strategic objective  Automate the process of reaching out to supporters  Save time - you don’t have to manually send emails  Increase open rates and action response rates  Grow supporters database and increase their activity level  Increasing campaigner to donor conversion rates  Engaging your supporters on issues that are relevant to them Automate with email triggers

11 Examples: Engage new supporters with welcome series Convert activists into donors Send out monthly e-newsletters to ‘opted in’ supporters Recognise donors when their donation level reaches a certain amount Reach out to inactive supporters Notify supporters about closed actions and provide update Send information to supporters that request them PETA welcome series 1.Welcome email (day 1) - goes out to new joins - this group of supporters gets an email the next morning to say welcome 2.Join PETA (day 3) - Three days later the same population gets an email asking them to join PETA i.e. make a donation 3.More resources (day 7)- 7 days later the same population gets an email with more resources they can find on our website Automate with email triggers

12 Set up individual email(s) Test emails Set up triggers Select trigger criteria Schedule the trigger – frequency, date, offset days Prioritise triggers (if more than 1 in the account) Activate trigger Email triggers – key points

13  Access detailed reports for all emails  Try split testing and analyse reporting for each template to determine which format is the most successful  Track your links to get to know your audience and optimise future emails  Export supporter data Analyse email performance using reporting tools

14 SPF records ‘Spoofing’ emails – pretending to send emails from an email domain that is not within our control Improve deliverability by creating and implementing an SPF record for your sending domains – add EN mail servers (IP address) Alternative: create a specific email domain Create DNS host record confirming that EN servers manage mail for that domain Create SPF record to further improve deliverability An increasing percentage of email domains maintain SPF records (50% post filtered mail in 2009 according to Wikipedia) and the number is growing. It’s not known what percentage of email servers check the SPF records for all incoming emails. A relatively small percentage of servers completely reject mail if an SPF check fails. Key points Create an SPF record (text file) Add the text file to your DNS record Good to know

15 Good to know: Capacity to handle 11k emails per minute Bounce categorisation – default set to 16 Email suppressions – between 1 and 3 bounces (depending on the type of bounce) 1 – hard bounce (invalid email) 3 – soft bounce (connection error) PoverMTA – managing email deliverability Set unique deliverability settings Build positive sending reputation See real time delivery metrics Notification of potential delivery issues Automated process of handling delivery issues Supports the latest technologies for email authentication Separating illegitimate senders Cryptography to digitally certify message authenticity Good to know

16 Questions ?

17 Find out more by CONTACTING US www.engagingnetworks.net


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