Chiesman Center - Why E-mail?

E-MAIL Is it

wor th

it? Dustin Floyd

TDG Communications

What’s the difference between good e-mail & spam?

They’re both marketing messages. SPAM is unsolicited.

They’re both marketing messages. SPAM is unsolicited. PERMISSION-BASED E-MAIL is something that a person asks for.

Why Do People Sign Up for E-mail? •They expect value. •They can unsubscribe anytime. •They know where you live.

Have Nigerian Princes Spoiled It for the Rest of Us?

“We started once a week.

Then it went to two times a week. Quickly it became five…”

“We lost equity.”

-Gary Vaynerchuk, W ineLibrary.com

58% of U.S. consumers start the day interacting with companies by e-mail. search engines: 20% Facebook: 11%

-ExactTarget

57% of U.S. consumers prefer e-mail for written communication. texting: 24% social networks: 10% E-mail returns $43.62 for each $1 spent.

-ExactTarget & Direct Marketing Association

“What can we do for you?”

NOT

“Come see our exhibit at this conference!”

HUMANIZE

-Gary Vaynerchuk, W ineLibrary.com

Tools for Getting Started

Why an Online Tool? •Make sure you comply with CAN-SPAM •Database management •Automatic testing & reporting •Available from any computer

www.mailchimp.com

www.constantcontact.com

www.myemma.com

How do you assemble a mailing list?

Tips for Building Your Audience •Start with what you have. •Collect from your website. •Explain benefits of signing up. •Consider incentives. •Encourage sharing. •Manually sign-up at events, by phone. •Ask partners – but be careful.

E-mail Best Practices.

E-mail Best Practices •Automatic welcome e-mail. •Set expectations: frequency. •Simplicity in design

•Don’t rely on images alone. •Test your messages. •Design for small spaces. •Support your goal.

E-mail Best Practices •Personalize messages. •Be multi-channel. •Make subscribers feel special. •Benefit-oriented subject lines. •Action links! •Privacy policy •Mobile version •Consistency in from address

How Frequently Should You Send? •Depends on your audience. •Best tactic: survey, try, change •Once a week is pretty average •Don’t let them forget you… but don’t annoy them. •Be timely!

Who Should You Send To? •Donors. •Volunteers. •People You’re Helping. •Partners. •Businesses.

Calls to Action •Use e-mail to encourage action. •Integrate with website & social media. •Tailor landing pages for each campaign

Calls to Action •Consistency in design: promotes action. •Avoid being overly-promotional. •Monitor results and act on them.

•If open rates are low, look at subject. •If clicks are high but conversion is low…

Dustin Floyd

dustin@tdgcommunications.com

www.facebook.com/ dustinfloyd

Twitter : @dustindfloyd

@tdginc

Office: 605 .722 .7111

Mobile: 605 .920 .1053