Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com 07889 350 285
EMAIL MARKETING Sue Fidler
Why? More than 70% of UK population have email Email is 99% unique 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 Sue Fidler
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DELIVERY and COMPLIANCE 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 Sue Fidler
Address Management/history/export/import Subscriptions Address Book Address Management/history/export/import Subscriptions Subscribes and unsubscribes – sign up form Bounces Hard (email not there) and Soft (unavailable) 2 part send HTML and Text versions Segmentation/ personalisation Add personal details/info, segment by data in address book or actions Auto replies Set up replies to sign up, unsubscribe and specific actions/data Templates Design, WYSIWYG, look and feel management Reports Open rate, Click throughs, bounces, unsubscribes HTML HTML email with WYSIWYG editor SPAM Avoid being blacklisted - SPF records, Sender ID, registered IP address Bandwidth Internet access being blocked IT Angry people… Sue Fidler
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OUTLOOK Purpose X Address Book Subscriptions Bounces 2 part send Segment/personalize Auto replies Templates Reports HTML SPAM Bandwidth IT Fit for purpose Sue Fidler
OUTLOOKIS BAD Sue Fidler
OUTLOOK In-House s/w Purpose X Address Book Subscriptions Bounces 2 part send Segment/personalize Auto replies Templates Reports HTML SPAM Bandwidth IT Fit for purpose Sue Fidler
OUTLOOK In-House s/w ASP s/w X Purpose X Address Book Subscriptions Bounces 2 part send Segment/personalize Auto replies Templates Reports HTML SPAM Bandwidth IT Fit for purpose Sue Fidler
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OUTLOOKIS BAD Sue Fidler
Compliance: Making your email legal and acceptable Data Protection Act (DPA) OPT IN PROOF UNSUBSCRIBE RIGHT TO SEE RECORD Sue Fidler
Compliance: SPAM DPA Know where the addresses came from Send from a registered email broadcast service - NOT YOUR IT SERVER 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 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 Sue Fidler
Good Communications… User Friendly Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work Sue Fidler
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Good Communications… User Friendly Short copy Regular FROM address Clear layout and branding Short copy Regular FROM address Regular Subject Line Links all work Sue Fidler
Frequency: How often can you send? ASK THE AUDIENCE Enews – daily, weekly, monthly Viral – taster, reminder Campaigns – taster, reminder, updates ASK THE AUDIENCE 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 Sue Fidler
Resources Why do enews http://www.ictknowledgebase.org.uk/whydoenews sending email newsletters http://www.ictknowledgebase.org.uk/bulkemail Choosing Bulk Email Software http://www.ictknowledgebase.org.uk/bulkemailsoftware building and designing email newsletters http://www.ictknowledgebase.org.uk/buildingnewsletters Sue Fidler
Resources - DPA All at http://www.charityemail.co.uk/resources 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/resources Sue Fidler
Resources - DPA All at http://www.charityemail.co.uk/resources 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/resources Sue Fidler
Resources Hitting the Mark - A benchmark study of retail email marketing performance http://www.charityemail.co.uk/resources Sue Fidler
Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com 07889 350 285