chiesman center - why e-mail?
DESCRIPTION
A presentation made to a group of nonprofits at the Chiesman Center for Democracy to give an overview of basic e-mail marketing tactics.TRANSCRIPT
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E-MAIL Is it
wor th
it? Dustin Floyd
TDG Communications
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What’s the difference between good e-mail & spam?
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They’re both marketing messages. SPAM is unsolicited.
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They’re both marketing messages. SPAM is unsolicited. PERMISSION-BASED E-MAIL is something that a person asks for.
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Why Do People Sign Up for E-mail? •They expect value. •They can unsubscribe anytime. •They know where you live.
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Have Nigerian Princes Spoiled It for the Rest of Us?
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“We started once a week.
Then it went to two times a week. Quickly it became five…”
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“We lost equity.”
-Gary Vaynerchuk, W ineLibrary.com
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58% of U.S. consumers start the day interacting with companies by e-mail. search engines: 20% Facebook: 11%
-ExactTarget
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57% of U.S. consumers prefer e-mail for written communication. texting: 24% social networks: 10% E-mail returns $43.62 for each $1 spent.
-ExactTarget & Direct Marketing Association
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“What can we do for you?”
NOT
“Come see our exhibit at this conference!”
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HUMANIZE
-Gary Vaynerchuk, W ineLibrary.com
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Tools for Getting Started
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Why an Online Tool? •Make sure you comply with CAN-SPAM •Database management •Automatic testing & reporting •Available from any computer
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www.mailchimp.com
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www.constantcontact.com
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www.myemma.com
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How do you assemble a mailing list?
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Tips for Building Your Audience •Start with what you have. •Collect from your website. •Explain benefits of signing up. •Consider incentives. •Encourage sharing. •Manually sign-up at events, by phone. •Ask partners – but be careful.
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E-mail Best Practices.
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E-mail Best Practices •Automatic welcome e-mail. •Set expectations: frequency. •Simplicity in design
•Don’t rely on images alone. •Test your messages. •Design for small spaces. •Support your goal.
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E-mail Best Practices •Personalize messages. •Be multi-channel. •Make subscribers feel special. •Benefit-oriented subject lines. •Action links! •Privacy policy •Mobile version •Consistency in from address
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How Frequently Should You Send? •Depends on your audience. •Best tactic: survey, try, change •Once a week is pretty average •Don’t let them forget you… but don’t annoy them. •Be timely!
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Who Should You Send To? •Donors. •Volunteers. •People You’re Helping. •Partners. •Businesses.
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Calls to Action •Use e-mail to encourage action. •Integrate with website & social media. •Tailor landing pages for each campaign
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Calls to Action •Consistency in design: promotes action. •Avoid being overly-promotional. •Monitor results and act on them.
•If open rates are low, look at subject. •If clicks are high but conversion is low…
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Dustin Floyd
www.facebook.com/ dustinfloyd
Twitter : @dustindfloyd
@tdginc
Office: 605 .722 .7111
Mobile: 605 .920 .1053