Email and Automated email

marketing

What we’ll be coveringThe importance of email

Main features, benefits of the Engaging Networks email tool

The importance of segmentation and responsive design

The importance of welcome series

Some good examples

Technology overview

Into the software

Some tips for best practice

Why email still rules…quotes from the web

“In the age of social networking web sites, email still remains the one online communication tool that everyone understands”

“Email is still leagues ahead of social media”

“Online marketing may be less complicated than you think: Social media is fine for getting consumers’ attention, but the real money is in tried and true email marketing”

“There is still no better tool for building your online community”

Main benefits of the Engaging Networks email tool

An easy way of reaching supporters

Content personalisation via profiles and conditional content

Higher conversions on prepopulated pages

Advanced list builder to segment supporters

Responsive design available for both email and landing page

Email branding can be included on the landing page

Main features of the Engaging Networks tool

Wide range of editing tools

Conditional content

Advanced list builder and sending options

Split testing

Email triggers

Comprehensive reporting tools

mobile, mobile, mobile• Email open rates on mobile went up by 300% between

October 2010 and October 2012

Source: Return Path

mobile, mobile, mobile

Mobile phones and tablets now account for 41% of all email opens in the US, up from 27% a year ago.

Source: eMarketer Email Benchmarks: Key Metrics and Trends for 2013

The importance of automated email marketing

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Types of automated emails:

Reactivation email seriesMembership renewal series

Email sign up welcome seriesDonation welcome seriesEvent sign up welcome series

Have I mentioned welcome series?

Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing

Examples…they don’t have to be pretty to be effective

• Text goes here

Examples…keep it simple

Examples….Connect email with landing pages

Technology overview‘Power MTA’ technology

Thousands of emails per minute

Multiple IPs sending email

Bounce and suppression management

Deliverability consultants

Don’t forget SPF!

Into the software

Remember: don’t treat everyone like everyone

Take away pointsUse tables to lay out your content

Personalised emails bring better results

Make sure links are prominent (if images are used, make sure there is a text link nearby, alt attribute); Track your links

Minimise the use of images, don’t rely on them to convey your key messages

Avoid video

Use inline CSS

Provide an easy way to unsubscribe

Thank you

jonathan@engagingnetworks.net