email marketing strategies for chambers on commerce

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Email Marketing Strategies for Chambers ACCE DIALogue Tele-Seminar November 17, 2009

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Page 1: Email Marketing Strategies for Chambers on Commerce

Email Marketing Strategies for Chambers

ACCE DIALogue Tele-SeminarNovember 17, 2009

Page 2: Email Marketing Strategies for Chambers on Commerce

Who Is This Clown?

Will BurnsDirector of Communications

Maryland Chamber of Commercewww.mdchamber.org

(410) 269-0642, Ext. [email protected]

http://twitter.com/will_burnswww.linkedin.com/in/wburns

Page 3: Email Marketing Strategies for Chambers on Commerce

I Steal Ideas From

Page 4: Email Marketing Strategies for Chambers on Commerce

Agenda

• Why Email?

• Trends

• Basics

• Best Practices

Page 5: Email Marketing Strategies for Chambers on Commerce

Why is Email Important? Email is the Digital Glue

--Greg Cangialosi President & CEO, Blue Sky Factory

• Dominant Online Activity

• Ties Together Other Online Activities

• Great Way to Promote Programs, Events & Activities

Page 6: Email Marketing Strategies for Chambers on Commerce

Email Still DominatesInternet Activities

• 89% of American adults send and read email.

• 47% use social networking websites

Source: Pew Internet & American Life Project

Email 89%

Search to find information 88%

Search for a map or driving directions 86%Look for Information about a hobby

or interest 83%Look for information about a service or product they are thinking of buying 81%

Get News 72%Look for How-To and Do-It-Yourself

information 59%

Page 7: Email Marketing Strategies for Chambers on Commerce

Trends

Page 8: Email Marketing Strategies for Chambers on Commerce

Trends - Social Media

Page 9: Email Marketing Strategies for Chambers on Commerce

Trends - Users Want Control

Page 10: Email Marketing Strategies for Chambers on Commerce

Trends - Email is Everywhere

Desktop Client Web Browser Smart Phones

Page 11: Email Marketing Strategies for Chambers on Commerce

Trends - Email Overload

Desk covered with stacks of paper

Hundreds of unread emails

A calendar full of appointments

Why Would They Read Your Email?

Page 12: Email Marketing Strategies for Chambers on Commerce

Trends - Email Overload

“It’s Not Information Overload. It’s Filter Failure”

--Clay Shirkywww.shirky.com

Author of: Here Comes EverybodyThe Power of Organizing Without Organizations

Page 13: Email Marketing Strategies for Chambers on Commerce

Trends - Email Overload

Is Your Chamber a Filter or a Fire Hose?

Page 14: Email Marketing Strategies for Chambers on Commerce

Email Basics

Page 15: Email Marketing Strategies for Chambers on Commerce

Basics - Content• Newsletters

• Announcements

• Promoting Events

• Providing News and Information

• Promoting Products or Programs

• Member News

• Legislative Updates

• Calls to Action

• Administrative/ Transactional

Page 16: Email Marketing Strategies for Chambers on Commerce

Email Service Providers

Page 17: Email Marketing Strategies for Chambers on Commerce

Choosing an ESP

• Price

• Feature Set

• Reputation & References

• Integration

• Support - Design, List Management, Compliance, Coaching, Technical

Page 18: Email Marketing Strategies for Chambers on Commerce

ESP Features

• Better Delivery Rates

• List & Bounce Management Tools

• Design & Spam Testing Tools

• Templates

• CAN Spam Compliance

• Technical & Design Support

• Reporting & Analytics

Page 19: Email Marketing Strategies for Chambers on Commerce

Basics - List Management

• Permission & Compliance

• Deliverability

• List Maintenance/Hygiene

• Segmentation

• Measurement

Page 20: Email Marketing Strategies for Chambers on Commerce

Basics - Permission

• Get Permission to Send Email

• Set Recipient Expectations

• Send Relevant Messages

• Don’t Abuse the Relationship

• Don’t Sell the List

Page 21: Email Marketing Strategies for Chambers on Commerce

Basics - Compliance

• CAN SPAM Compliance

• Include your physical address

• Make it easy to opt-out

• Clearly identify the sender or sending organization

• Don’t use deceptive subject lines

• For more, visit www.ftc.gov/spam

Page 22: Email Marketing Strategies for Chambers on Commerce

Basics - Deliverability

• Tips for Avoiding Spam Filters

• Use a reputable vendor

• Practice good list hygiene

• Keep sender addresses as short as possible

• Minimize the use of trigger words, all caps and excessive punctuation: FREE, Guarantee, Winner!!!!!!

• Encourage your recipients to put your “from address” in their address book

Page 23: Email Marketing Strategies for Chambers on Commerce

Basics - List Maintenance

• List Maintenance/Hygiene

• Scrub Your List

• Monitor Delivery Reports

• Manage Bounces

• Be careful with email addresses like info@, sales@, etc.

Page 24: Email Marketing Strategies for Chambers on Commerce

Best Practices

Page 25: Email Marketing Strategies for Chambers on Commerce

Email Program Tips

• Give Subscribers More Choices - Message Type, Message Frequency, etc.

• Use More List Segments to Ensure Messages are Relevant

• Consider a Reengagement Campaign for Members Who Haven’t Opened Recent Emails

• Simplify All Email Templates

Page 26: Email Marketing Strategies for Chambers on Commerce

Design Tips

• Include a “View in Web Browser” Link

• Design for the Preview Pane

• Use Old Fashioned HTML. Avoid Excessive CSS, Dynamic, Scripts, Video, etc.

• Test Creative in Various Email Clients

• View Your Email Design With Images Disabled

Page 27: Email Marketing Strategies for Chambers on Commerce

Content Tips

• Carefully Craft Your Subject Line

• Make Your Email Scannable. Use subheads, bullet points, bolded text.

• Make Your Message Simple

• Clearly Define Your Call to Action

Page 28: Email Marketing Strategies for Chambers on Commerce

Measurement

• Measure

• Test

• Experiment

• Optimize

Page 29: Email Marketing Strategies for Chambers on Commerce

Measurement

• Open Rates

• Click Through Rates

• Conversions

• Opt-Out Requests

• Bounces

Page 30: Email Marketing Strategies for Chambers on Commerce

Testing

• A/B Tests - Split your list in half

• Headlines - What type of headlines get the most click throughs?

• Design Tests - How will your message render in various email clients?

• Spam Tests - Will your message make it through the most common anti-spam programs?

Page 31: Email Marketing Strategies for Chambers on Commerce

Testing • Experiment - What Works Best?

• Subject Lines

• Day of Week | Time of Day

• Email Designs

• Newsletter Headlines

• Calls to Action

• Landing Pages

• Sender Names

• List segments

Page 32: Email Marketing Strategies for Chambers on Commerce

Basics - Segmentation • Segment ideas for chambers:

• Message type - Newsletter, Event Notice, Legislative Info,

• Subject Matter - Health Care, Taxes, Environment, Small Business, Human Resources

• Industry Sector - Retail, Restaurants, Financial Services, Creative, Manufacturing, Technology, Marketing

• Job Function - Leadership & Management, Human Resources, Government Affairs, Marketing & Sales, IT

• Action - Join/Renew Date, Registered for/Attended an Event, Purchases a Product, Referred a Member, Responded to a Call to Action

Page 33: Email Marketing Strategies for Chambers on Commerce

A Few Examples

Page 34: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Make Your Email Scannable

Page 35: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Make Your Email Scannable

Page 36: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Make Your Email Scannable

Page 37: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Designing for the Preview Pane

Page 38: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Designing for the Preview Pane

Page 39: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Clearly Defined Next Action

Page 40: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Clearly Defined Next Action

Page 41: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Clearly Defined Next Action

Page 42: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Clearly Defined Next Action

Page 43: Email Marketing Strategies for Chambers on Commerce

Don’tSend an Email That is Just One Big Image

Page 44: Email Marketing Strategies for Chambers on Commerce

Don’tSend an Email That is Just One Big Image

Page 45: Email Marketing Strategies for Chambers on Commerce

DoCheck Your Messages With Images Turned Off

Page 46: Email Marketing Strategies for Chambers on Commerce

DoCheck Your Messages With Images Turned Off

Page 47: Email Marketing Strategies for Chambers on Commerce

Shareable• Push to Social

Page 48: Email Marketing Strategies for Chambers on Commerce

Email Push to Social

Page 49: Email Marketing Strategies for Chambers on Commerce

Email Push to Social

Page 50: Email Marketing Strategies for Chambers on Commerce

Email Push to Social

Page 51: Email Marketing Strategies for Chambers on Commerce

Email Push to Social

Page 52: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Personalize Messages

Dear Will,

Page 53: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Send Relevant Messages

Page 54: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Send Relevant Messages

Page 55: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Send Relevant Messages

Page 56: Email Marketing Strategies for Chambers on Commerce

Email Best Practices Take Advantage of Transactional/Administrative Emails

Page 57: Email Marketing Strategies for Chambers on Commerce

Questions?

Page 58: Email Marketing Strategies for Chambers on Commerce

Thank YouWill Burns

[email protected]