10. “We started
once a week.
Then it went to two times a week.
Quickly it became five…”
11. “We lost
equity.”
-Gar y Vayner chuk, W ineLibr ar y.com
12.
13. 58% of U.S. consumers start the day
interacting with companies by e-mail.
search engines: 20%
Facebook: 11%
-ExactTar get
14. 57% of U.S. consumers prefer e-mail for
written communication.
texting: 24%
social networks: 10%
E-mail returns $43.62 for each $1 spent.
-ExactTar get & Dir ect M ar keting Association
15.
16.
17. “What can we do for
you?”
NOT
“Come see our exhibit at
this conference!”
26. Tips for Building Your Audience
•Start with what you have.
•Collect from your website.
•Explain benefits of signing up.
•Consider incentives.
•Encourage sharing.
•Manually sign-up at events, by phone.
•Ask partners – but be careful.
29. E-mail Best Practices
•Automatic welcome e-mail.
•Set expectations: frequency.
•Simplicity in design
•Don’t rely on images alone.
•Test your messages.
•Design for small spaces.
•Support your goal.
30. E-mail Best Practices
•Personalize messages.
•Be multi-channel.
•Make subscribers feel special.
•Benefit-oriented subject lines.
•Action links!
•Privacy policy
•Mobile version
•Consistency in from address
31. How Frequently Should You Send?
•Depends on your audience.
•Best tactic: survey, try, change
•Once a week is pretty average
•Don’t let them forget you… but don’t
annoy them.
•Be timely!
32. Who Should You Send To?
•Donors.
•Volunteers.
•People You’re Helping.
•Partners.
•Businesses.
33. Calls to Action
•Use e-mail to encourage action.
•Integrate with website & social media.
•Tailor landing pages for each campaign
34.
35.
36. Calls to Action
•Consistency in design: promotes action.
•Avoid being overly-promotional.
•Monitor results and act on them.
•If open rates are low, look at subject.
•If clicks are high but conversion is low…