Broadcast service Core tools

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

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

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

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

Sending out segmented s 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

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 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)

Split testing - key points 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

Automate s with triggers 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 s 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

triggers – key points 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

Analyse your performance using broadcast reporting  Access detailed reports for all s  You will be able to evaluate your s to see which ones work best for your organisation  Try the ‘split test’ option for 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

Good to know 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

Our mail servers Good to know  We 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

Questions ?