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

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

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

Use tables to lay out your content Personalised s 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 – key points & best practice

Test your using various clients – test tool Some 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

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

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

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 s 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 templates for your audience (Greenpeace) Testing responses with split testing

Set up individual s (different messages, different subjects) Test individual s 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

How it works?  Automated s to specific supporters at specific times, at specific intervals  s triggered by your supporters’ behaviour or based on user data  Sequence of s  No need to select the recipients list for every in the sequence  Reporting for each triggered 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 s  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 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 (day 1) - goes out to new joins - this group of supporters gets an the next morning to say welcome 2.Join PETA (day 3) - Three days later the same population gets an asking them to join PETA i.e. make a donation 3.More resources (day 7)- 7 days later the same population gets an with more resources they can find on our website Automate with triggers

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

 Access detailed reports for all s  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 s  Export supporter data Analyse performance using reporting tools

SPF records ‘Spoofing’ s – pretending to send s from an 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 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 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 servers check the SPF records for all incoming s. 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

Good to know: Capacity to handle 11k s per minute Bounce categorisation – default set to 16 suppressions – between 1 and 3 bounces (depending on the type of bounce) 1 – hard bounce (invalid ) 3 – soft bounce (connection error) PoverMTA – managing 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 authentication Separating illegitimate senders Cryptography to digitally certify message authenticity Good to know

Questions ?

Find out more by CONTACTING US