1. Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com

2. MARKETING
Sue Fidler

3. Why? More than 70% of UK population have email Email is 99% unique
Sue Fidler

4. 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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6. DELIVERY and COMPLIANCE
Sue Fidler

7. Delivery: The mechanism 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

8. Address Management/history/export/import Subscriptions
Address Book
Address Management/history/export/import
Subscriptions
Subscribes and unsubscribes – sign up form
Bounces
Hard ( 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 with WYSIWYG editor
SPAM
Avoid being blacklisted -
SPF records, Sender ID, registered IP address
Bandwidth
Internet access being blocked IT
Angry people…
Sue Fidler

9. Sue Fidler

10. 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

11. OUTLOOKIS BAD
Sue Fidler

12. 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

13. 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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20. OUTLOOKIS BAD
Sue Fidler

21. Compliance: Making your email legal and acceptable
Data Protection Act (DPA)
OPT IN
PROOF
UNSUBSCRIBE
RIGHT TO SEE RECORD
Sue Fidler

22. Compliance: SPAM DPA Know where the addresses came from
Send from a registered broadcast service
- NOT YOUR IT SERVER
Sue Fidler

23. 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

24. 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

25. 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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31. 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

32. 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

33. Names: where do you get them?
Online sign up
Offer URL on every piece of
paper/poster/leaflet
Offer 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

34. Resources Why do enews http://www.ictknowledgebase.org.uk/whydoenews
sending newsletters
Choosing Bulk Software
building and designing newsletters
Sue Fidler

35. Resources - DPA All at http://www.charityemail.co.uk/resources
The legal basics 
Are you registered as a Data Controller? 
Third party 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
Sue Fidler

36. Resources - DPA All at http://www.charityemail.co.uk/resources
The legal basics 
Are you registered as a Data Controller? 
Third party 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
Sue Fidler

37. Resources
Hitting the Mark - A benchmark study of retail marketing performance
Sue Fidler

38. Sue Fidler www.CharityeMail.co.uk www.suefidler.com sue@suefidler.com