1. Broadcast email service Core tools

2. Agenda 1.Introduction – email tool and its main features 2.Setting up and sending a simple broadcast email 3.Achieving greater open rates with conditional content 4.Email segmentation 5.Testing response using split testing 6. Automate emails with email triggers 7.Analyse emails performance with reporting 8.Questions

3. Email tool overview An easy way of reaching supporters Customised branded emails Personal feel with inserted user information Prepopulating form fields Increasing click through rates with use of images Political data mapping to customise emails with political data Main features Wide range of editing tools Conditional content Advanced list builder Split testing Email triggers Comprehensive reporting tools

4. Setting up email - Key points Set up your email message Insert tracking links, images, dynamic content (data) Test your email Identify recipients list using advanced list builder Send the email Check reporting

5. Greater open rates with conditional content 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 Tailored messages Increased response rates Increased participation Recognition to active supporters Profiles: Activity Form data Questions Tracking values Conditional content: Swapping copy that matches a profile ‘Templates’: Placeholders Copy blocks

6. Sending out segmented emails 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

7. Testing responses with split testing 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)

8. Split testing - key points 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

9. Automate emails with email triggers 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

10. Automate emails with email triggers 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

11. Email triggers – key points 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

12. Analyse your email performance using broadcast reporting  Access detailed reports for all emails  You will be able to evaluate your emails to see which ones work best for your organisation  Try the ‘split test’ option for email sending and look at the reporting for each template to see which format is more successful  Use the ‘tracked links’ insert tool to get the most of the broadcast  Export broadcast related supporter data

13. Good to know 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

14. Our mail servers Good to know  We 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

15. Questions ?