Using the Engaging Networks email toolsGhazal VaghediToronto February 21, 2012#12ENCONF

Overview1. Email tool and it’s main features

2. Setting up and sending a simple broadcast email

3. Greater open rates with conditional content

4. Email segmentation

5. Split testing

6. Email triggers

7. Analyze emails performance with reporting

8. Email deliverability

9. Questions

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Main Features

• Ability to create branded emails (donation appeals, newsletters, advocacy alerts) USE images

• Personalization with dynamic content

• Pre populated landing pages mean greater response rates

• Political data mapping to customize emails with political data

• Wide range of editing tools

• Conditional content

• Advanced list builder

• Split testing

• Email triggers

• Comprehensive reporting tools

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Email set up - key points• Set up your email message • Insert tracking links, images, dynamic

content • Test your email internally• Test your email split test• Identify recipients list using advanced list

builder• Send the email• Anaylze reporting, learn from your results• Download bounce reporting, clean your list!

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Greater open rates with conditional content

Key points:

•Create profiles

•Create copy blocks

•Assign copy blocks to relevant profiles

•Run profiles

•Send ONE email with multiple targeted messages

5

Send segmented emails

• 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

6

Split testing (also known as A/B testing)

How it works?

• Test different messages, branding, layouts, subject lines

• Send to a fraction of recipients to test effectiveness

• Compare results to identify the most effective template to send to the rest of the list

• One click to generate remaining emails using the most successful template

Why use it?

• Creating more effective messaging

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

• Determine what works

• Optimize email templates for your audience

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Email triggersHow it works?• Automated emails to specific

supporters at specific times, at specific intervals

• Emails triggered by your supporters’ behavior or based on supporter 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 an 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

Email triggers – useful examples

Use triggers to…• Engage new supporters with

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

newsletters to ‘opted in’ supporters

• Recognize donor loyalty• Re-engage inactive supporters• Notify supporters about closed

actions and provide update• Send information to supporters

that request them

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Email triggers – key points

•Set up individual email(s)

•Test emails

•Set up triggers–Select trigger criteria

–Schedule the trigger – frequency, date, offset days

–Prioritize triggers (if more than 1 in the account)

–Activate trigger

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Analyze your email performance using broadcast reporting

• Detailed reports for all emails

• Always evaluate to see what is working

• ‘Split test’ emails and look at the reporting for each template to see which format is more successful

• Track all your links

• Export broadcast related supporter data

• Monitor your negative reporting - bounces

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Good to know 1…email deliverabilitySPF 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 take aways• Create an SPF record (text

file)

• Add the text file to your DNS record

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Good to know 2…email deliverability PowerMTA – 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

•51 bounce categories

•Supports the latest technologies for email authentication

•Separating illegitimate senders

•Cryptography to digitally certify message authenticity

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QUESTIONS?