Sue Fidler MARKETING Sue Fidler

Why do newsletters? How to send s Audiences – building lists Getting Delivered and Opened Design Content Reporting Objectives? Planning

Sue Fidler Why? More than 80% of UK population have is 99.9% 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 How? The mechanisms used to send and deliver bulk s Three methods: Outlook/Eudora/Lotus/other PC/pop3 based system In-House bulk broadcast software ASP bulk broadcast software

Sue Fidler Address BookAddress Management/history/export/import SubscriptionsSubscribes and unsubscribes BouncesHard ( not there) and Soft (unavailable) 2 part sendHTML and Text versions TemplatesDesign, look and feel management ReportsOpen rate, Click throughs, bounces, unsubscribes HTMLHTML with WYSIWYG editor SPAMBeing blocked BandwidthInternet Pipe size ITDepartment

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

Sue Fidler Who to send to? Any audience – however large or small: The key is not how many audiences you have but whether you have something to say... Supporters/donors Campaigners Clients Users Staff Job Seakers

Sue Fidler Names: where do you get them? Building your own list gets higher open and click through than any bought list Swap names with peers Get article in press or other newsletters Buying lists – don’t without expert help

Sue Fidler Building Lists where are you asking ask on every page of your website, on all on and offline forms, on fundrasising, marketing, campaiggns, membership asks target landing pages to offer relevant s what are you offering ONLY ask for what you need give an example of content can you offer multiple options to type or frequency? ask them to help you save money and the environment..

Sue Fidler Building Lists thank you cross sell thank you landing page cross sell give them options to move onto next thing opt out practice send a goodbye and confirm opt out don’t forget Forward to A Friend Opt in do you represent trust? – privacy policy link ALWAYS CHECK ENTRANCE AND EXIT POINTS

Sue Fidler Data Protection are you registered with the IPO? only costs £35 pa and makes you look professional where is your data? who can see it? who can use it? how do you manage? hard bounces (spam) soft bounces unsubscribes you should be able to track and keep history of subscribes and unsubscribes

Sue Fidler Getting Delivered SPF Sender ID, Registered IP address, Google, hotmail, yahoo white listing Spam check Subject Line: don’t use symbols, capitals and FREE OFFER WINNER Content avoid: key spam words, large fonts, too many bright colours.

Sue Fidler Checking delivery seed names into the address books create gmail, yahoo, hotmail accounts check design in different browsers

Sue Fidler Getting Opened FROM address branded clear friendly

Sue Fidler Subject lines Keep it Short 50 characters or less - 10 words- preview pane only. Make them curious - ask a leading question Avoid spam filter words Create a benefit. "What's in it for me?“ Create a sense of urgency - stress urgency and timeliness If relevant make it personal "thank you for your gift to..." reinforce brand, be honest, be relevant, be timely do not mislead

Sue Fidler Content: Design pixels wide Always have "read this in your browser“ As short as possible - above the fold Headlines to catch the eye, brief copy, few strong images

Sue Fidler Formats HTML Text Only

Sue Fidler

Formats HTML Text Only Critical you do both

Sue Fidler Content: Copy assume that most people have heard of you before they get your once they open it they have expectations based on FROM, subject and who you are remind people of threads.. like events and campaigns. highlight "attention nodes" - highlights, callouts.. be less formal and more personal dynamic content - adding personalised content beyond contact details. don’t use forms, they don’t work in most browsers using video or audio - in the or onsite

Sue Fidler Content: Personalisation best if you cab have Dear Firstname add as much personalisation is relevant: For example if you know corporate name and company: Dear John, Its great that Dixons is supporting our campaign… add more if it is pertinent – last donation, action, conection/attribute or interest personalised content – if you know their interests produce stories to match

Sue Fidler Segmentation split openers and clickers into groups by location geographic area of interest subject lurkers, just get general enews.. can test pushing them one way or another to convert specialists - donors, campaigners, job seekers, events attendees etc accept what they want to engage in, send them specific s with subtle cross selling

Sue Fidler Content: Call to Action click through - to where? tailored landing pages must match branding, font etc of destination - consistent user experience either a single very clear message or a small range of options "vote here" should just have that, "support our campaign" might have donate, petition, contact MP tell readers the benefits of their actions forward/tell your friends.. Corporates now recon 2/3 sales are influenced by shared opinions

Sue Fidler Content: pass it on forward to a friend would you recommend us? testimonials ask people to reply with comments and feedback linking to blogs - ask people to comment social networking - ask people to join facebook, twitter etc

Sue Fidler Integration where are you inviting people from.. offline, website, facebook and twitter here comes our enews sign up for our upcoming enews get our latest campaign here.. read more on our enews use facebook updates and tweet the same stories drive traffic to enews from all available source and from enews to the web

Sue Fidler Content: Bells and Whistles surveys/polls objectives, target audience, questions clear and concise, don't use acronyms, don't ask negatives, make sure answers are mutually exclusive ie no leading questions be brief if it is long have pages to show completion always send thank you always follow up with results

Sue Fidler Content: Virals have an idea short and sweet or clever/funny make it easy to forward show the benefit build into bigger picture measure it send out press releases to influencers who will blog and tweet integrate with Facebook, Twitter, YouTube, etc

Sue Fidler Reporting opens, click through, bounce, unsubscribe and replies who clicked on what don’t forget who didn’t open or didn’t click. integrating data into other databases integrate the links to analytics. can you track actions in other mediums? should you clean your list?

Sue Fidler

Why? What are the objectives Set Goals/KPI’s Can you place a value on s, how will you measure? Develop acquisition, retention and reactivation plans Focus on behavior Tailor landing pages Optimise content Map out ongoing campaign plan

Sue Fidler Ladder welcome - very high open rate, don’t just say thank you for joining awareness - purpose: brand awareness bridge media and identify interest development - purpose: develop involvement,confirm interest/engagement conversion - purpose: online action thank you – purpose: cross sell other actions reinfoce engagament loyalty - purpose: broaden and deepen relationship improve lifetime value

Planning Why are you doing it? – set objectives Who are you sending to? – identify audiences, capture names What are you communicating? What are your outcomes? actions Set you targets Plan your resources – content, links etc Sue Fidler

Q & A Sue Fidler

Demo Sue Fidler

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