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Many non-profits still use personal or work email accounts for sending communications to their members. There are lots of reasons why this is a bad idea, none the least of which is that there are excellent solutions available for free.
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Safe & Effective Email Marketing
Presented by Jon DiPietro at ISA District 1 Leadership Council
Do-it-yourself email is…
…risky and complicated.
How can we make it…
…safe, effective, and affordable?
Email Marketing Services
Compliance Requirements
• Include valid, physical mailing address
• Explain why they are receiving email
• Offer clear & concise opt-out instructions
Risks: CAN-SPAM Act
• Message throttling• Server blacklisting• Unprofessional
Risks: Personal/Corporate Email
• Decentralized• Unilateral• Precludes opt-in
Risks: List Management
Solutions: Email Marketing
Name Cost URL Remarks
Vertical Response
Free(10,000 emails per month)
verticalresponse.com
Surveys and postcards
MailChimp Free(500 subscribers)
mailchimp.com Developer tools
Constant Contact
$12 per month constantcontact.com
Surveys and event marketing
• Affordable/free• CAN-SPAM
compliant• Professional tools• No throttling
Benefits
• Centralized list management
• Metrics• Scalable• Multilateral
Effectiveness
List Management1. Log in to ISA web site2. Navigate to:
Society Leader Resources - Section - Reports and Rebates - Access Section reports - Email Report
3. Select “CSV” format4. Click the “Export” icon
Export members from web site
List Management1. Launch Excel2. “Get external data from
text”3. Configure columns:
Select “Delimited” (next)Select “Comma” (next)Remove all columns except First, Last, Email by selecting column and “Do not import column” (Finish)
4. Save file as CSV (MS-DOS)
Clean up file in Excel
Implement Opt-In Forms
Create opt-in form and add the code to your web site
• Active Grace• Divisions• Geography• Unopened
Segment Lists
Create Campaigns
Select List(s)
Measure