1. Building an ‘Email-to-target’ advocacy page Marta Fornal de Seixas

2. What we’ll be covering What are email to target actions What are the various ‘database’ options Power of personalisation Into the software Best practice examples

3. What are Email to Target Actions? Supporter actions targeting campaign stakeholders They can target databases Engaging Networks manages – mapped to postcode Or your own client contact databases Or single contacts Other targets can be copied in

4. What databases do we have? Member of Parliament, House of Lords, Member Scottish Parliament, Member of Welsh Assembly, Member Northern Ireland Assembly, Member of the European Parliament, Local Newspapers (letters to the editor), including Welsh language papers District, Unitary and Borough Councillors (ward level), District, Unitary and Borough Council Leaders, County Councillors, County Council Leaders, Clinical Commissioning Groups, Health and Wellbeing Boards (England only), Council Health Leads, Police Commissioners Candidates for main elections: MEPs, MPs, MSPs, AMs, MLAs

5. Client contact databases Any target…any language

6. Web form submissions Check character limit Form layout to match No HTML

7. Single contact actions

8. Implementation – key points

9. Planning your campaign - design Are the pages engaging enough? Do you create a positive experience? –Out of the box tools - Widgets, themes –JavaScript, HTML changes, CSS –Working with designers to achieve better results Reach further – mobile optimisation –Increasing use of mobile devices to open emails and pages –It is critical to format both email and landing pages for mobile –Check how much of your web traffic is coming from mobile users – analytics How? –Build-in template generator –Keep it simple: one column, large fields and buttons

10. Planning your campaign - things to consider Importance of storytelling – it’s all about an emotional response –Tell the story – embed videos, include images, animations –People share stories –Video, Images, copy Social proof – counters, signature lists Optimising the form -Number and formatting of fields – include only necessary fields -Using variety of field types

11. And more… Reach further - Make it easy to share your appeals –Add share buttons –Email a friend page – action redirect Form testing can have dramatic impact on conversion – have you tested your forms?

12. How can you make your actions more effective? One word… Can lead to… More actions taken More engaged supporters (fewer unsubscribes / lapsed supporters) More engaged campaign targets Greater chance of achieving your campaign goals Tells a better campaign story

13. Key personalisation tools Redirect and Filter Reference Data

14. Redirect and filter You can automatically present your supporters with a template message that includes content relevant to their profile or the profile of the campaign target You can even send supporters to a totally different action Customised messages lead to campaign effectiveness

15. Reference data The messages in your actions can include statistics or issues that are just relevant to that area Localising messages can lead to greater campaign effectiveness and greater engagement for your supporters

16. Into the software…

17. Recap: reference data Source the data Download the relevant ‘data set’ from ‘libraries’ > ‘reference data’ and add your reference data to the file Upload the data into your account Insert the data using the insert tool in ‘message content’

18. Recap: Redirect and filter If you are redirecting to a different message… Select all the template messages in ‘message content’ Go to ‘redirect and filter’, select the type you want to use for the relevant redirect (for example ‘form field’) Set the criteria (for example Country = Scotland) Insert the message content ‘tag’ into the ‘redirect location’ box…then save the page.

19. Recap: Redirect and filter If you are redirecting to a different action… Set up both the main action and the action that you want to redirect some supporters to Go to ‘redirect and filter’, select the type you want to use for the relevant redirect (for example ‘contact validation’) Set the criteria (for example tick box by side of MPs’ names) Select the action from the drop down list to redirect to If the action you are redirecting to has the message on the second page, select start page = 2. It will then go straight there Why might you use this option?

20. Recap: Redirect and filter Other points to remember If you are setting more than one redirect and filter, you’ll need to set a priority order (1,2,3…) You can test all linked actions out using DEMO mode for the starting action When you go back to view ‘message content’ in the software that has a redirect and filter associated with it, you will see this icon:

21. Recap: Redirect and filter If you duplicate an action that has lots of fancy redirects on it, make sure you take them all off before making your new campaign live

22. Best practice examples

23. Thank you marta@engagingnetworks.net