email marketing strategies for chambers on commerce
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Email Marketing Strategies for Chambers
ACCE DIALogue Tele-SeminarNovember 17, 2009
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
I Steal Ideas From
Agenda
• Why Email?
• Trends
• Basics
• Best Practices
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
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%
Trends
Trends - Social Media
Trends - Users Want Control
Trends - Email is Everywhere
Desktop Client Web Browser Smart Phones
Trends - Email Overload
Desk covered with stacks of paper
Hundreds of unread emails
A calendar full of appointments
Why Would They Read Your Email?
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
Trends - Email Overload
Is Your Chamber a Filter or a Fire Hose?
Email Basics
Basics - Content• Newsletters
• Announcements
• Promoting Events
• Providing News and Information
• Promoting Products or Programs
• Member News
• Legislative Updates
• Calls to Action
• Administrative/ Transactional
Email Service Providers
Choosing an ESP
• Price
• Feature Set
• Reputation & References
• Integration
• Support - Design, List Management, Compliance, Coaching, Technical
ESP Features
• Better Delivery Rates
• List & Bounce Management Tools
• Design & Spam Testing Tools
• Templates
• CAN Spam Compliance
• Technical & Design Support
• Reporting & Analytics
Basics - List Management
• Permission & Compliance
• Deliverability
• List Maintenance/Hygiene
• Segmentation
• Measurement
Basics - Permission
• Get Permission to Send Email
• Set Recipient Expectations
• Send Relevant Messages
• Don’t Abuse the Relationship
• Don’t Sell the List
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
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
Basics - List Maintenance
• List Maintenance/Hygiene
• Scrub Your List
• Monitor Delivery Reports
• Manage Bounces
• Be careful with email addresses like info@, sales@, etc.
Best Practices
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
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
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
Measurement
• Measure
• Test
• Experiment
• Optimize
Measurement
• Open Rates
• Click Through Rates
• Conversions
• Opt-Out Requests
• Bounces
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?
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
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
A Few Examples
Email Best Practices Make Your Email Scannable
Email Best Practices Make Your Email Scannable
Email Best Practices Make Your Email Scannable
Email Best Practices Designing for the Preview Pane
Email Best Practices Designing for the Preview Pane
Email Best Practices Clearly Defined Next Action
Email Best Practices Clearly Defined Next Action
Email Best Practices Clearly Defined Next Action
Email Best Practices Clearly Defined Next Action
Don’tSend an Email That is Just One Big Image
Don’tSend an Email That is Just One Big Image
DoCheck Your Messages With Images Turned Off
DoCheck Your Messages With Images Turned Off
Shareable• Push to Social
Email Push to Social
Email Push to Social
Email Push to Social
Email Push to Social
Email Best Practices Personalize Messages
Dear Will,
Email Best Practices Send Relevant Messages
Email Best Practices Send Relevant Messages
Email Best Practices Send Relevant Messages
Email Best Practices Take Advantage of Transactional/Administrative Emails
Questions?
Thank YouWill Burns