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Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson.

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Presentation on theme: "Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson."— Presentation transcript:

1 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

2 Ministry Growth Through Email Best Practices www.uneeknet.com/more/cla cla2010

3 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson who am i?

4 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson executive director

5 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson general manager

6 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson internet director

7 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson god of humor

8 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson owner / ceo / janitor

9 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson director of marketing

10 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson You've carefully thought out all the angles. You've done it a thousand times. It comes naturally to you. You know what you're doing— its what you've been trained to do. Nothing could possibly go wrong, right? carefully plan

11 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Think again.

12 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

13

14 This isn’t rocket surgery seminar theme

15 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson The goal of internet work is to help the user succeed

16 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson It’s a single idea, one that I call 'customer experience' and can be described in any number of ways. Focus on the other person’s needs. Listen to customers. Be open to data that comes from the outside…

17 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson …Create a good experience for someone other than yourself. See the pattern? It takes a certain mindset – that of empathy – to do this work. - Mark Hurst

18 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Design email for others, as you would want others to design email for you.

19 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson “It's a well known fact that you only have a few precious seconds (and pixels) to grab email recipients' attention and turn them into active readers. If you don't entice them right away, chances are you'll lose them.” - Lyris

20 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson The Internet is a selfish place. People don’t have time. They scan looking for something specific. They only care about what you can do for them. It’s about self-service and self- service is about simplicity and convenience. - Gerry McGovern

21 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson THE K I S S Principle EEPTIMPLEUNSHINE

22 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

23 "A picture is worth a thousand words." "You can tell a book by its cover." "You only have one chance to make a good first impression."

24 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

25

26 the basics

27 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Types of organizational email: Newsletter Marketing Transactional Research Press releases Announcements

28 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Types of permission: Opt-out Single Opt-in Confirmed Single Opt-in Double Opt-in

29 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson CAN-SPAM: Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 CAN Spam You CAN Spam Know the rules

30 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Reasons why users clicked Spam

31 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Types of email formats: Plain text

32 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

33 Types of email formats: Plain text Rich Text Format

34 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

35 Types of email formats: Plain text Rich Text Format HTML

36 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

37 From Your Outbox To Their Inbox best practices

38 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Competition for the Inbox From Email Marketing Reports

39 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Competition for the Inbox

40 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Competition for the Inbox

41 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Competition for the Inbox

42 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson sending

43 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson We send it or… Email Service Provider (ESP) Best day/time? Frequency

44 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson deliverability

45 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Keep your lists clean Separate actives & inactives Work with your ESP Set up test email accounts Add to Approved Senders text All about reputation!

46 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson from:

47 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Org Name Mix it up for different purposes

48 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson subject:

49 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Direct, relevant, timely and impactful

50 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson No more than 40-50 characters

51 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Identifier?

52 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Identifier?

53 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Use action words Emphasize benefits Free is okay Exclamation marks, too NO CAPS!

54 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Personalization

55 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson design

56 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Design for the preview pane!

57 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

58

59 Best layout

60 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

61 Image suppression On or off? 70% off!

62 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

63

64

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69

70 What to do? ALT tags!

71 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

72 What to do? ALT tags! Table cells

73 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

74 What to do? ALT tags! Table cells Web version link

75 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

76 What to do? ALT tags! Table cells Web version link Text format

77 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

78 Link your images!

79 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson 22% 78%

80 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Email content/offers Contain a strong call-to-action Focus on benefits Create a sense of urgency Targeted, relevant and timely Clear and concise

81 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson E.B. White’s 17th rule: Omit needless words Krug’s version for the Web: Omit needless words

82 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Get rid of half the words on each page, then get rid of half of what’s left. (Relating to happy talk and instructions) Shorter paragraphs Bulleted lists

83 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson features vs. benefits

84 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Steak Sizzle Better Sizzle

85 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson how? stories pictures voice: active genuine conversational

86 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Don’t forget your header

87 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Don’t forget your footer

88 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Segmentation

89 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

90 list growth

91 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Sign up form on your site

92 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

93 Forward to a friend

94 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

95 Partnerships

96 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson

97 Email Marketing Awards 2010: Top Consumer Winners

98 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Best Email Newsletter Indiana Office of Tourism Development

99 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Best Promotional Message -- Direct Sale or Lead Gen Offer NW Natural

100 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Ace Hardware Best Promotional Message -- Direct Sale or Lead Gen Offer Honorable Mention

101 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson ATP World Tour Best Single Welcome Letter to New Subscribers

102 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson When it comes to Email & Web development, there is no finish line. You only finish laps.

103 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson EVALS! Honesty please.

104 Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best Practices Mike Atkinson Download this presentation and helpful linx: www.uneeknet.com/more/cla

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