Beyo nd the E-n ewsletter: Step s to Email Su ccess · 3. Say hello to your recipientsÕ spam, junk...

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www.networkforgood/npo

Beyond the E-newsletter:Beyond the E-newsletter:

Steps to Email SuccessSteps to Email Success

Rebecca Higman, Network for GoodRebecca Higman, Network for Good

www.networkforgood.orgwww.networkforgood.org | | www.fundraising123.orgwww.fundraising123.org

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5 Steps to Email Success5 Steps to Email Success

1. Choose the Right Tool

2. Build Your List

3. Understand “The Envelope”

4. Concentrate on Content

5. Test, Test, Test!

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OutlookOutlook

DoesnDoesn’’tt

Count!Count!

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WaitWait…… What What’’s Wrong with Outlook?s Wrong with Outlook?

1. Your emails may look terrible.

2. You may get blacklisted.

3. Say hello to your recipients’ spam, junk or bulk mail folder.

4. Send emails to thousands of recipients, and you'll get all the bounce-

backs and auto-replies from them.

5. You might be breaking the law. According to the CAN-SPAM law, if

someone requests to be removed from your list, you must do so within

10 business days.

6. You won't know if anyone is reading your emails, or what they like.

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The Ups of An Email Marketing ServiceThe Ups of An Email Marketing Service

• Permission-based marketing

• Teams of people on your side

• Automation at its best

! List building

! Response information

• Tracking

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2. Build Your List




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Now Who Do INow Who Do I Send These EmailSend These Email To?To?……

• Make it easy, compelling and cool

• “Join our email list" everywhere

• The "people love free stuff" principle

• WOM-tastic

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Grow your Email List with Tell-A-FriendGrow your Email List with Tell-A-Friend

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2. Build Your List




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Common Sense MomentCommon Sense Moment

Subscribers can’t read your

campaign unless they open it!

• Choose your name

• Pick a usable reply-to

email address

• And the magic 8-10 words…

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The Power of the Subject LineThe Power of the Subject Line

Express nature and urgency:

• Ask a question

• Be a tease

• Tell it like it is

• Get up close and personal

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The Power of the Subject LineThe Power of the Subject Line

February Newsletter

or

5 Tips for Supporting Someone

in Treatment

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2. Build Your List




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Content is Still KingContent is Still King

• Relevancy

• Personalizing beyond “Dear Bob”

– Personalization boosts response

– Segment within audiences

– First name is nice; showing you understand

them is better

• Text and images (not one big image!)

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Make the Next Step EasyMake the Next Step Easy

Source: http://www.vijayweb.com/clickpost/descriptors.gif

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2. Build Your List




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What to TestWhat to Test

• Open rate

• Content

• Click-through

• Responses

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Email RecapEmail Recap

• Outlook doesn’t count

• Provide value (enticing copywriting

doesn’t hurt)

• Listen to your audience

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EnjoyEnjoy Your Lunch!Your Lunch!

Beyo nd the E-n ewsletter: Step s to Email Su ccess · 3. Say hello to your recipientsÕ spam, junk...

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