Page 1 Harris Email Marketing Tool Alumni Information Resources Class Officers Weekend September...

Harris Email Marketing Tool

Alumni Information Resources

Class Officers WeekendSeptember 2009

HandoutsThree in One

•Next Steps

•Email Marketing Checklist

•Tips & Tricks

Gannon Powers•Alumni Help Desk•VON Services - Alumni Accounts•CMS Made Simple (web pages tool)•Broadcast Email

Mike Backman, Director Alumni Information Resources•Online Services (Directory, Career Network, Events Registration)•Alumni Database with Alumni Records•Alumni Systems & Data Projects•Internal Alumni Relations data needs (e.g., the CAR)

Deb McCaffrey•Used to work in Alumni Relations (Regional Affairs / Clubs)•Now in Kettering, Ohio•Training of Broadcast Email•User Support of Broadcast Email

Alumni Information Resources9/25/2009

Why???To torment Phil Schaefer ‘64 & Harris McKee ‘61

Why???• Refreshed lists – reading from Advance

• Ability to send HTML (images, etc.) as well as text

• Personalize emails (“Dear John,”)

• View calendar of emails sent

• Built-in opt-out controls

• “White Listing” for better deliverability

• Better ability to manage bounced messages

• Reporting – who has opened / clicked-through / etc.

• Easy steps

Next Steps• Join Facebook Group:

Dartmouth Volunteer Alumni Harris User Group

• Contact Deb McCaffrey:• To compare your listserv with query• Set-Up one-on-one training• Ongoing support (initially)

• Contact Alumni HelpDesk (Gannon Powers)• To access Class Email Account• Set Forwarding Address, etc.

• Get additional docs / online tutorials throughalumni.dartmouth.edu/classes/toolsforleaders

Next Steps

alumni.dartmouth.edu/classes/toolsforleaders

Overview1. Define Recipient List

Queries pull directly from Advance

2. Create Content“Body” of email / text

3. Address & Assemble EmailChoose list, content – define Subject, Sender, Reply To, etc.

4. Send & ScheduleView Calendar – Schedule when it goes out (or “Send Now”)

5. View ReportsLook @ Open / Click-Through Rates / etc.

Logging On•Each class has an account

•Annoying message about “Sunsetting” Broadcast Email (IGNORE)!

•Choose “Email Marketing” on left

Lists• Advanced Query Builder pulls directly from Advance

• Uploaded ID Lists will pull current email address for each person

• Uploaded Email Lists should be used infrequently – can’t personalize, or track by person, etc.

Content• Can create content from scratch or Upload HTML

• More likely, you will Duplicate a previous email and update that

• Once a content has actually been sent, it cannot be deleted

• Notice how helpful it is to have the Date in the name of the content

ContentIf Duplicating a previous email, the name will be

Copy of. . . . . . . . .

If you forget to rename it, this will be the new name – and you CANNOT change the name once you have SAVED

ContentEvery email must have an HTML version AND a text version set up

Toggle between the two with these tabs

The easiest ‘mistake’ to make with this is to forget to update the text version!

Content

Preview HTMLUse frequently to see what your email will look like

Opens in a new window

Data Tag for name will be seen as “Class Of” since your accounts since your Admin Accounts you are using all are set up as:

• First Name = “Class Of”• Last Name = Class Year

Content

Import HTMLUse if you have created HTML Code in another tool

Content

Open File ManagerUse to load pictures, documents (pdf’s)

Things loaded here are accessible to ALL Classes/Clubs/Groups

May want to set up a PhotoBucket account to keep things privatePhotobucket.com

Content

Create a conditional tagThis is an advanced feature – not covering in initial roll-out

Content

Work with data tagsThis feature is your FRIEND!

Use to personalize messages

First Name = “Salutation”

If you delete the Open Tag or Unsubscribe Tag, reload them here

Email – Data Tags

Data Tags can help to personalize an email.

We have also worked out how to pass all Bio Info (Name, Address, Advance ID) to Paypal using Data Tags!

Content

Check LinksAfter creating content, click

this to have the tool review all links in your email – it will warn you if they are bad

Content

Copy HTML to text version

NEVER, NEVER USE

Causes MUCH more clean-up as it literally takes the HTML Code and copies it to text

MUCH better to copy the text directly from the content and paste it into the text version

ContentWYSIWYG Editor

Top Row – more advanced commands – you’ll learn later


Typical Text Editing commands• Bold• Italicize• Underline• Strike-Through• Subscript• Superscript• Numbering• Bullets• Indentation• Alignment


Insert/Remove Links• To URL’s• Anchors• Email

Create an anchor


Insert Link to an imageAdd Alternative Text!

Retrieve images from the File Manager, or from Photobucket.com, etc.

ContentWhen someone receives a message, they often don’t see the images until they press “Show Content”.

They will see the “Alternate Text” before that.

BEFORE “Load Images/Show Content”

AFTER “Load Images/Show Content”


TablesTables should be your friend!

Keeps messages aligned

Avoid using centering, right justifying, unless you are using a table – can be a single cell table

ContentTables & Alignment

Same message opened in expanded window

Message created in a single-cell table – seen through an expanded window

ContentTables


InsertVertical Line – resizes to expanded window of receipient

Smiley Face

Page Break (WHY???)


Text Editing

Styles/Formats like Word

Font

Size

Text Color / Fill Color

Don’t fuss too much with this – you can NEVER be guaranteed what it will actually look like – depends on type/version of browser, type of machine, etc.

Content

NEVER, NEVER, NEVER copy and paste text from MicroSoft Word into any HTML editor!

Will change many symbols without your knowing it – won’t see the difference until you actually send a test message!

Don,t copy from Micro&soft Word @@ or you,ll be sorry#

Tips & Tricks

I - Content•Naming Convention – add date

•Keep message simple – ‘teaser’ to link elsewhere

•Hyperlinking will often try to link the whole paragraph

•You have no control over final look/feel for all

•Data tags to personalize message – make sure “Open” & “Unsubscribe” are there

Overview

1. Recipient List

3. Address & Assemble Email

2. Content

Address & Assemble

•Email Name – internal only – include date!

•Friendly From

•Sender / Reply To

•Friendly To

•Can add extra email addresses here as bcc

•Subject

•Choose List & Content

•Choose Campaign & Category

•Verify that all is OK

Address & Assemble

Campaign – for reporting purposesYou should ONLY use:Class Communications or Class Dues

Category – the ‘opt-out’You should ONLY use: Classes

Opt-OutCategories

Address & Assemble

Calculate recipientsThis takes out those with no email or in the Classes Opt-Out Category

Check spam rating

Send test emailYou should ALWAYS do a test of your email first

• Can only send to a “Test List”• Cannot use an Email Address Test List if there are Data Tags

SPAM

Your email message has:

• Sender email address• Server of origin

ISPFilter

Provider

Checks server & sender - won’t allow anything with high spam rating through

Dartmouth blocks 50-70% of all mail messages here

Harris Email Marketing dramatically improves

messages getting through

Your Inbox OR

Spam Folder

Users set their own filter – many are set to only allow messages ‘from’ a sender that is

in their address book – rest goes to Spam

folder

Overview

1. Recipient List

3. Address & Assemble Email

2. Content

4. Send & Schedule

Send & Schedule

•View other emails you have sent

•Click on day to schedule in the future, or click on

Send Braodcast email right nowDon’t use

Recurring Function

Send & Schedule

•The email is scheduled, but not Approved!

•Once you hit Approve, it is GONE!

Review both HTML & Text!

Reports

• Open Counts

• Bounces

• Unsubscribes

• Click-Throughs

Tips & Tricks

Lists•Use Queries whenever possible

•Uploaded ID Lists are next best (even for tests)

•Uploaded email lists cannot use data tags

•Email lists will fail – even in tests – w/ data tags

•Naming Convention – add date to any ID/Email List

Next Steps• Join Facebook Group:

Dartmouth Volunteer Alumni Harris User Group

• Contact Deb McCaffrey:• To compare your listserv with query• Set-Up one-on-one training• Ongoing support (initially)

• Contact Alumni HelpDesk (Gannon Powers)• To access Class Email Account• Set Forwarding Address, etc.

• Get additional docs / online tutorials throughalumni.dartmouth.edu/classes/toolsforleaders

Alumni Information Resources

Harris Email Marketing Tool

COW – September 2009

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