Email for small charities: building, segmenting and targeting your lists
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Communication s on a Shoestring Conference 27 June, 2012, London #shoestringcomms
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Branislava Milosevic, Save the Children Communications on a shoestring conference www.charitycomms.org.uk/events
Transcript of Email for small charities: building, segmenting and targeting your lists
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?
![[PPT]Chapter 8 Market Segmentation, Targeting, and …faculty.unlv.edu/npomirleanu/Chapter 07.ppt · Web viewChapter 7 Segmenting and Targeting Markets * * * * Chapter 7 Segmenting](https://static.fdocuments.us/doc/165x107/5ad027c67f8b9aca598d5376/pptchapter-8-market-segmentation-targeting-and-07pptweb-viewchapter-7-segmenting.jpg)
