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Relevance 5 ways to make your audience care about your emails

5 ways to make your audience care about your emails

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Presentation to the 2011 eCampaigning Forum by ActionAid UK's Samuel Bueno de Mesquita on increasing engagement by making your email comms relevant to your supporters.

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Page 1: 5 ways to make your audience care about your emails

Relevance5 ways to make your audience

care about your emails

Page 2: 5 ways to make your audience care about your emails

emailSocial networks, crowdsourcing and

mobile

Page 3: 5 ways to make your audience care about your emails

What do they all have in

common?

Meet your supporters

Page 4: 5 ways to make your audience care about your emails

ALL OF THEM HATE THEIR

INBOXES

Page 5: 5 ways to make your audience care about your emails
Page 6: 5 ways to make your audience care about your emails

1. Show them the benefit

Page 7: 5 ways to make your audience care about your emails

97% off* FREE monkey butler in every

hotel room*

Half price everything… if

you book RIGHT NOW!*

*terms and conditions may apply

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Subject: Can you see your

message in our video

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2. Personalise it

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PERSONALISED CREATIVE

She was on your flight!!

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PERSONALISED CREATIVEYOUR sponsored child

Changes depending on when the email is opened

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3. Plan and segment

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Last week over 900,000 of us sent messages and made calls to key government officials...

The next step towards freeing Sakineh is to fund international experts...

If thousands of us donate in the next three days we can hire an elite team of advocates, keep campaigning to free Sakineh and work on behalf of others facing brutal injustice.

Made my boss get her wallet out

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4. Test every time

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Testing is easyMeasureMail email campaign for the Haiti emergency.

2 subject lines, 2 CTAs, 2 images, and the best version did 100% better than the worst.

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5. Learn from social

networking

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Look at this pathetic letter from SABMiller

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Relevance

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Relevance

1.Show them the benefit2.Make it personal

3.Plan and segment4.Test every time

5.Learn from social networking