Sue Fidler www charityemail co uk www suefidler

Sue Fidler www. charityemail. co. uk www. suefidler. com sue@suefidler. com 07889 350 285

EMAIL MARKETING Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Why? More than 70% of UK population have email Email is 99% unique Sue Fidler

Why? Great for fast communications, - nearly all opens are within first 24 rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals Forward to a friend Sue Fidler

From the invention of direct marketing back in the 1970 s when the first databases were developed the dream has been for fast, cheap, personalised marketing with instant reporting

Email • fast – almost instantaneous delivery • easy – adding copy to a template • personalised – with name, details, even drop in pictures and paragraphs like traditional DM • cheap - <1 p per email sent • instant reporting • who received • who opened • who clicked on what and when • who forward it • linked to web tracking to follow visitors around site

What? • marketing • selling • communicating • fundraising • campaigning

Sue Fidler

DELIVERY and COMPLIANCE Sue Fidler

Delivery: The mechanism used to send and deliver bulk emails Three methods: • Outlook/Eudora/Lotus/other PC/pop 3 based email system • In-House bulk email broadcast software • ASP bulk email broadcast software Sue Fidler

Address Book Address Management/history/export/import Subscriptions Subscribes and unsubscribes – sign up form Bounces Hard (email not there) and Soft (unavailable) 2 part send HTML and Text versions Segmentation/ personalisation Add personal details/info, segment by data in address book or actions Auto replies Set up replies to sign up, unsubscribe and specific actions/data Templates Design, WYSIWYG, look and feel management Reports Open rate, Click throughs, bounces, unsubscribes HTML email with WYSIWYG editor SPAM Avoid being blacklisted SPF records, Sender ID, registered IP address Bandwidth Internet access being blocked IT Angry people… Sue Fidler

Sue Fidler

OUTLOOK Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X Bandwidth X IT X Fit for purpose X Sue Fidler

OUTLOOK IS BAD Sue Fidler

OUTLOOK In-House s/w Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X X Bandwidth X X IT X X Fit for purpose X X Sue Fidler

OUTLOOK In-House s/w Purpose X Address Book X Subscriptions X Bounces X 2 part send X Segment/personalize X Auto replies X Templates X Reports X HTML X SPAM X X Bandwidth X X IT X X Fit for purpose X X Sue Fidler ASP s/w

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

OUTLOOK IS BAD Sue Fidler

Compliance: Making your email legal and acceptable Data Protection Act (DPA) • OPT IN • PROOF • UNSUBSCRIBE • RIGHT TO SEE RECORD Sue Fidler

Compliance: SPAM • DPA • Know where the addresses came from • Send from a registered email broadcast service - NOT YOUR IT SERVER Sue Fidler

Compliance: Data Control • Who can get to the data – What might they use it for? • Are all copies of the address book kept up to date – Update the unsubscribes on all databases • Who is sending what and when and to whom? • Step 1 – e-comms strategy • step 2 – comms strategy Sue Fidler

Compliance: Accessibility • HTML and Text version • Web version “can’t read click here” • Alt tags on the images • Contrast, links underlined • Unsubscribe and subscription management Sue Fidler

Good Communications… User Friendly • Clear layout and branding • Short copy • Regular FROM address • Regular Subject Line • Links all work Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Sue Fidler

Good Communications… User Friendly • Clear layout and branding • Short copy • Regular FROM address • Regular Subject Line • Links all work Sue Fidler

Integrated Marketing

Teaser d. M Ask Reminder

Online users open email before post EMAIL Teaser d. M or email d. M Ask EMAIL Reminder

Above the line TV Magazine EMAIL Teaser Email newsletter d. M Ask Shop on website EMAIL Reminder Story on website

Frequency: How often can you send? • Enews – daily, weekly, monthly • Viral – taster, reminder • Campaigns – taster, reminder, updates ASK THE AUDIENCE Sue Fidler

Names: where do you get them? • Online sign up • Offer email URL on every piece of paper/poster/leaflet • Offer email opt in via EVERY response mechanism; mail, web, phone • Existing paper-based newsletter • Swap names with peers • Get article in press or other newsletters • Buying lists – don’t without expert help Sue Fidler

Resources • Why do enews http: //www. ictknowledgebase. org. uk/whydoenews • sending email newsletters http: //www. ictknowledgebase. org. uk/bulkemail • Choosing Bulk Email Software http: //www. ictknowledgebase. org. uk/bulkemailsoftware • building and designing email newsletters http: //www. ictknowledgebase. org. uk/buildingnewsletters Sue Fidler

Resources - DPA • • The legal basics Are you registered as a Data Controller? Third party email lists Data protection and viral e-marketing Writing a user-friendly privacy policy Data collection guidelines The Data Protection Act Increased powers to fine for the Information Commissioner's Office • All at http: //www. charityemail. co. uk/resources Sue Fidler

Resources • Hitting the Mark - A benchmark study of retail email marketing performance http: //www. charityemail. co. uk/resources Sue Fidler

Sue Fidler www. charityemail. co. uk www. suefidler. com sue@suefidler. com 07889 350 285