email and automated email marketing. what we’ll be covering the importance of email main features,...
TRANSCRIPT
Email and Automated email
marketing
What we’ll be coveringThe importance of email
Main features, benefits of the Engaging Networks email tool
The importance of segmentation and responsive design
The importance of welcome series
Some good examples
Technology overview
Into the software
Some tips for best practice
Why email still rules…quotes from the web
“In the age of social networking web sites, email still remains the one online communication tool that everyone understands”
“Email is still leagues ahead of social media”
“Online marketing may be less complicated than you think: Social media is fine for getting consumers’ attention, but the real money is in tried and true email marketing”
“There is still no better tool for building your online community”
Main benefits of the Engaging Networks email tool
An easy way of reaching supporters
Content personalisation via profiles and conditional content
Higher conversions on prepopulated pages
Advanced list builder to segment supporters
Responsive design available for both email and landing page
Email branding can be included on the landing page
Main features of the Engaging Networks tool
Wide range of editing tools
Conditional content
Advanced list builder and sending options
Split testing
Email triggers
Comprehensive reporting tools
mobile, mobile, mobile• Email open rates on mobile went up by 300% between
October 2010 and October 2012
Source: Return Path
mobile, mobile, mobile
Mobile phones and tablets now account for 41% of all email opens in the US, up from 27% a year ago.
Source: eMarketer Email Benchmarks: Key Metrics and Trends for 2013
The importance of automated email marketing
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Types of automated emails:
Reactivation email seriesMembership renewal series
Email sign up welcome seriesDonation welcome seriesEvent sign up welcome series
Have I mentioned welcome series?
Source: Experian: The welcome email report: benchmark data and analysis for engaging new subscribers through email marketing
Examples…they don’t have to be pretty to be effective
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Examples…keep it simple
Examples….Connect email with landing pages
Technology overview‘Power MTA’ technology
Thousands of emails per minute
Multiple IPs sending email
Bounce and suppression management
Deliverability consultants
Don’t forget SPF!
Into the software
Remember: don’t treat everyone like everyone
Take away pointsUse 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
