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Sue Fidler [email protected] 07889 350285 .

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Sue Fidler [email protected] 07889 350285 www.suefidler.com www.charityemail.co.uk
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Page 1: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

[email protected] 350285

www.suefidler.comwww.charityemail.co.uk

Page 2: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Why?Great for fast communications, - nearly all opens are within first 24rs

Good for repeat/follow up messages

Good reporting – who and what

Good for calls to action - campaigns and appeals

Spreading the Word - Forward to a friend

Page 3: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

CHEAP!

Page 4: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 5: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

DESIGN

Page 6: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 7: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 8: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 9: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

NEW NAMES

WEB VIEW

LEGAL REQUIREMENTS

Page 10: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

MESSAGES

Page 11: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 12: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 13: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 14: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Writing and ToneEmail is normally less formal than print

Email is considered very personal (2nd after SMS)

KISS – short sentences, paragraphs and calls to action

Obvious calls to action/find out more

Consistent tone, author, style and FROM address

Page 15: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

DELIVERYand

COMPLIANCE

Page 16: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Delivery: The mechanism used to send and deliver bulk emails

Three methods:

• Outlook/Eudora/Lotus/other PC/pop3 based email system

• In-House bulk email broadcast software

• ASP bulk email broadcast software (known as Email Service Provider)

Page 17: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Address Book Address Management/history/export/import

Subscriptions Subscribes and unsubscribes

Bounces Hard (email not there) and Soft (unavailable)

2 part send HTML and Text versions

Templates Design, look and feel management

Reports Open rate, Click throughs, bounces, unsubscribes

HTML HTML email with WYSIWYG editor

SPAM Not being blocked as a spammer

Bandwidth Internet Pipe size

IT Keep them happy

What are you looking for?

Page 18: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Is it fit for purpose?

Page 19: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 20: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

OUTLOOK

Address Book X

Subscriptions X

Bounces X

2 part send X

Templates X

Reports X

HTML X

SPAM X

Bandwidth X

IT X

Fit for purpose

X

Page 21: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

OUTLOOKIS BAD

Page 22: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

OUTLOOK In-House s/w

Purpose X

Address Book X

Subscriptions X

Bounces X

2 part send X

Templates X

Reports X

HTML X

SPAM X X

Bandwidth X X

IT X X

Fit for purpose X X

Page 23: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 24: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Page 25: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

OUTLOOK In-House s/w ASP s/w

Purpose X

Address Book X

Subscriptions X

Bounces X

2 part send X

Templates X

Reports X

HTML X

SPAM X X

Bandwidth X X

IT X X

Fit for purpose X X

Page 26: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

OUTLOOKIS BAD

FOR BULK EMAILS

Page 27: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance: Making your email legal and acceptable

Data Protection Act (DPA) in EU

• OPT IN• PROOF

• UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!)

• RIGHT TO SEE RECORD

Page 28: Sue Fidler sue@suefidler.com 07889 350285  .

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

Page 29: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

SPAM

• DPA

• Know where the addresses came from

• Send from a registered email broadcast service - NOT YOUR IT SERVER

Page 30: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

Accessibility

• HTML and Text version

• Web version

• Alt tags on the images

• Contrast, links underlined

• Unsubscribe and subscription management

Page 31: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

User Friendly

• Clear layout and branding

• Regular FROM address

• Regular Subject Line

• Links all work

Page 32: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

Frequency

• How often can you send?

• Enews – daily, weekly, monthly

• Viral – taster, reminder

• Campaigns – taster, reminder, updates

Page 33: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

Audience Choice

• HOW – post/phone/email/SMS

• WHAT – news/campaigns/fundraising

• WHEN – how often

Page 34: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

Audience Choice for email

• Format – HTML/TEXT

• What – news/campaigns/fundraising

• When – how often

• Subscription Management

• UNSUBSCRIBE

Page 35: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

Compliance:

Format - HTML, TEXT or both?

• UK, USA, Europe, Eastern Europe etc etcHTML and TEXT

• Africa, Asia, South AmericaHTML and TEXT

Audience Choice

Page 36: Sue Fidler sue@suefidler.com 07889 350285  .

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• Buy lists…

Page 37: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

RECAP

• OUTLOOK IS BAD (ESP Email Delivery is best)

• DPA/Data control

• Accessibility and usability

• HTML AND TEXT

• OFFER AUDIENCE CHOICE

• Build your own lists

Page 38: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

4 Papers:

• Why eMail?

• Best Practice for Sending eMails

• Best Practice for Designing eMails

• Data Protection

www.charityemail.co.uk

Page 39: Sue Fidler sue@suefidler.com 07889 350285  .

Sue Fidler

[email protected] 350285

www.suefidler.comwww.charityemail.co.uk


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