1. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk

2. 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 Spreading the Word - Forward to a friend

3. Sue Fidler CHEAP!

4. Sue Fidler

5. DESIGN

6. Sue Fidler

9. NEW NAMES WEB VIEW LEGAL REQUIREMENTS

10. Sue Fidler MESSAGES

11. Sue Fidler

14. Writing and Tone Email is normally less formal than print Email is considered very personal (2 nd after SMS) KISS – short sentences, paragraphs and calls to action Obvious calls to action/find out more Consistent tone, author, style and FROM address

15. Sue Fidler DELIVERY and COMPLIANCE

16. 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 (known as Email Service Provider)

17. Sue Fidler Address BookAddress Management/history/export/import SubscriptionsSubscribes and unsubscribes BouncesHard (email not there) and Soft (unavailable) 2 part sendHTML and Text versions TemplatesDesign, look and feel management ReportsOpen rate, Click throughs, bounces, unsubscribes HTMLHTML email with WYSIWYG editor SPAMNot being blocked as a spammer BandwidthInternet Pipe size ITKeep them happy What are you looking for?

18. Sue Fidler Is it fit for purpose?

19. Sue Fidler

20. OUTLOOK Address BookX SubscriptionsX BouncesX 2 part sendX TemplatesX ReportsX HTMLX SPAMX BandwidthX ITX Fit for purpose X

21. Sue Fidler OUTLOOK IS BAD

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

23. Sue Fidler

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

26. Sue Fidler OUTLOOK IS BAD FOR BULK EMAILS

27. Sue Fidler Compliance: Making your email legal and acceptable Data Protection Act (DPA) in EU OPT IN PROOF UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!) RIGHT TO SEE RECORD

28. 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

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

30. Sue Fidler Compliance: Accessibility HTML and Text version Web version Alt tags on the images Contrast, links underlined Unsubscribe and subscription management

31. Sue Fidler Compliance: User Friendly Clear layout and branding Regular FROM address Regular Subject Line Links all work

32. Sue Fidler Compliance: Frequency How often can you send? Enews – daily, weekly, monthly Viral – taster, reminder Campaigns – taster, reminder, updates

33. Sue Fidler Compliance: Audience Choice HOW – post/phone/email/SMS WHAT – news/campaigns/fundraising WHEN – how often

34. Sue Fidler Compliance: Audience Choice for email Format – HTML/TEXT What – news/campaigns/fundraising When – how often Subscription Management UNSUBSCRIBE

35. Sue Fidler Compliance: Format - HTML, TEXT or both? UK, USA, Europe, Eastern Europe etc etc HTML and TEXT Africa, Asia, South America HTML and TEXT Audience Choice

36. 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 Buy lists…

37. Sue Fidler RECAP OUTLOOK IS BAD (ESP Email Delivery is best) DPA/Data control Accessibility and usability HTML AND TEXT OFFER AUDIENCE CHOICE Build your own lists

38. Sue Fidler 4 Papers: Why eMail? Best Practice for Sending eMails Best Practice for Designing eMails Data Protection www.charityemail.co.uk

39. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk