October 16, 2012

2012 Community Conference

Broadcast email toolMarta Fornal de Seixas: Engaging Networks

1. Email tool – why use it?

2. Setting up email – best practice

3. Testing – deliverability and presentation

4. Achieving greater open rates with conditional content

5. Email segmentation

6. Testing response using split testing

7. Automate emails with email triggers

8. Analyse email performance with reporting

9. Questions

Agenda

• An easy way of reaching supporters

• Customised branded emails

• Content personalization via profiles and conditional content

• Higher conversions on prepopulated pages

• Political data mapping to customise emails with political data

• Advanced list builder to segment supporters

Main features• Wide range of editing tools

• Conditional content

• Advanced list builder

• Split testing

• Email triggers

• Comprehensive reporting

tools

Why use EN email tool

• Use tables to lay out your content

• Personalised emails bring better results

• Make sure links are prominent (if images are used, make sure there is a text link nearby, alt attribute); Track your links

• Minimise the use of images, don’t rely on them to convey your key messages

• Avoid video

• Use inline CSS

• Provide an easy way to unsubscribe

Setting up email – key points & best practice

• Test your email using various email clients – email test tool

• Some email clients require specific styling (paragraphs in Yahoo – use margin-bottom and line-height)

• Optimize for mobile (use single column or tables for layout styling)

• Test conditional content using live send process

• Test deliverability (spam filters)

Useful tools:

Deliverability and presentation

Key points:•Create profiles•Create an email and relevant copy blocks•Assign copy blocks to relevant profiles•Run profiles•Send out email to your supporters database

Greater open rates with conditional content

• A wide range of filtering tools helps to define recipients list for your emails

• Sending to people in a specific region, country

• Sending to supporters who supported previously launched campaign

• Differentiating emails based on the channel supporters came from – using tracking parameters

Data management & segmented emails

• Import and tag your data• Manage your opt in records appropriately• Filter out unsubscribed records

How it works?

• Testing different messaging, branding, layouts, subjects

• Sending to a fraction of recipients list to test effectiveness

• Comparing results to identify the most effective template

• One click to generate rest of emails using the most successful template

Why use it?

• Creating more effective messaging

• Increasing open rates by testing different wording and branding of messages

• Determining more successful subject lines

• Optimize your email templates for your audience (Greenpeace)

Testing responses with split testing

• Set up individual emails (different messages, different subjects)

• Test individual emails• Set up split test – identify

percentage of the list for each of the templates you are testing

• Review the results• Send the most successful

template to the rest of the list

Split testing – key points

How it works? Automated emails to specific

supporters at specific times, at specific intervals

Emails triggered by your supporters’ behaviour or based on user data

Sequence of emails No need to select the

recipients list for every email in the sequence

Reporting for each triggered email

Why use it? Tailor communications with any

strategic objective Automate the process of reaching out to

supporters Save time - you don’t have to manually

send emails Increase open rates and action response

rates Grow supporters database and increase

their activity level Increasing campaigner to donor

conversion rates Engaging your supporters on issues that

are relevant to them

Automate with email triggers

Examples:• Engage new supporters with

welcome series• Convert activists into donors• Send out monthly e-newsletters to

‘opted in’ supporters• Recognise donors when their

donation level reaches a certain amount

• Reach out to inactive supporters• Notify supporters about closed

actions and provide update• Send information to supporters

that request them

PETA welcome series1. Welcome email (day 1) - goes out to

new joins - this group of supporters gets an email the next morning to say welcome

2. Join PETA (day 3) - Three days later the same population gets an email asking them to join PETA i.e. make a donation

3. More resources (day 7)- 7 days later the same population gets an email with more resources they can find on our website

Automate with email triggers

• Set up individual email(s)

• Test emails• Set up triggers• Select trigger criteria• Schedule the trigger –

frequency, date, offset days• Prioritise triggers (if more

than 1 in the account)• Activate trigger

Email triggers – key points

Access detailed reports for all emails

Try split testing and analyse reporting for each template to determine which format is the most successful

Track your links to get to know your audience and optimise future emails

Export supporter data

Analyse email performance using reporting tools

SPF records• ‘Spoofing’ emails – pretending

to send emails from an email domain that is not within our control

• Improve deliverability by creating and implementing an SPF record for your sending domains – add EN mail servers (IP address)

• Alternative: create a specific email domain• Create DNS host record

confirming that EN servers manage mail for that domain

• Create SPF record to further improve deliverability

An increasing percentage of email domains maintain SPF records (50% post filtered mail in 2009 according to Wikipedia) and the number is growing. It’s not known what percentage of email servers check the SPF records for all incoming emails. A relatively small percentage of servers completely reject mail if an SPF check fails.

Key points

• Create an SPF record (text file)

• Add the text file to your DNS record

Good to know

Good to know:• Capacity to handle 11k

emails per minute• Bounce categorisation –

default set to 16• Email suppressions –

between 1 and 3 bounces (depending on the type of bounce)• 1 – hard bounce (invalid

email)• 3 – soft bounce

(connection error)

PoverMTA – managing email deliverability

• Set unique deliverability settings

• Build positive sending reputation

• See real time delivery metrics• Notification of potential

delivery issues• Automated process of handling

delivery issues• Supports the latest

technologies for email authentication

• Separating illegitimate senders• Cryptography to digitally

certify message authenticity

Good to know

Questions

?

Find out more by

CONTACTING US

www.engagingnetworks.net