Communications on a Shoestring

Conference

27 June, 2012, London

#shoestringcomms

Email for small charities

Branislava MilosevicHead of Digital

Save the Children@bubana

Email communications

Email is still the main quality source of income and traffic to websites

And no, Facebook didn’t kill the email star (yet)

Email planning considerations

(How) are you collecting emails?Segmentation - how best can you segment emails?Objective and related KPIsResponse options – donation, action, tweet?Testing with purpose - what tests might best inform

your future activity?Integration - how does your email fit with other

communications?Frequency of emailHow well are you managing deliverability?

 Subject Line   Think mobile  Personalisation Silos are totally not cool Test, Test, Test  Make sign-up easy and legal

Email top tips

Types of email

Mobile templates

Case study

Newsletter

Crisatunity

Group work

Email planning considerations

Divide into groups Choose an email to plan

◦ Segmentation - Who are you sending it to?

◦ Call to action (CTA) What do you want them to do?

◦ What content do you need/will you send?

◦ Can you do any useful testing?◦ How will you evaluate the success?