Sue Fidler

• Why do email newsletters?
• How to send emails
• Audiences – building lists
• Getting Delivered and Opened
• Design
• Content
• Reporting
• Objectives?
• Planning
Sue Fidler

Why?
Sue Fidler

Why?
Great for fast communications,
- nearly all opens are within first 24rs
Good for repeat/follow up messages
Good reporting
– who and what
Good for calls to action
- campaigns and appeals
Forward to a friend
Sue Fidler

Sue Fidler
The mechanisms used to send and deliver bulk emails
Three methods:
• Outlook/Eudora/Lotus/other PC/pop3 based email system
• In-House bulk email broadcast software
• ASP bulk email broadcast software

Address Book Address Management/history/export/import
Subscriptions Subscribes and unsubscribes
Bounces
2 part send
Templates
Hard (email not there) and Soft (unavailable)
HTML and Text versions
Design, look and feel management
Reports
HTML
SPAM
Bandwidth
IT
Open rate, Click throughs, bounces, unsubscribes
HTML email with WYSIWYG editor
Being blocked
Internet Pipe size
Department
Sue Fidler

Purpose
Address Book
Subscriptions
Bounces
2 part send
Templates
Reports
HTML
SPAM
Bandwidth
IT
Fit for purpose
Sue Fidler
OUTLOOK
X
X
X
X
X
X
X
X
X
X
X
X
In-House s/w
X
X
X
X
ASP s/w

Sue Fidler
Any audience – however large or small:
The key is not how many audiences you have but whether you have something to say...
• Supporters/donors
• Campaigners
• Clients
• Users
• Staff
• Job Seakers

Sue Fidler
• Building your own list gets higher open and click through than any bought list
• Swap names with peers
• Get article in press or other newsletters
• Buying lists – don’t without expert help

Sue Fidler
• where are you asking
• ask on every page of your website,
• on all on and offline forms,
• on fundrasising, marketing, campaiggns, membership asks
• target landing pages to offer relevant emails
• what are you offering
• ONLY ask for what you need
• give an example of content
• can you offer multiple options to type or frequency?
• ask them to help you save money and the environment..

Sue Fidler
• thank you email
• cross sell
• thank you landing page
• cross sell
• give them options to move onto next thing
• opt out practice
• send a goodbye email and confirm opt out
• don’t forget Forward to A Friend Opt in
• do you represent trust? – privacy policy link
ALWAYS CHECK ENTRANCE AND EXIT POINTS

Sue Fidler
• are you registered with the IPO?
• only costs £35 pa and makes you look professional
• where is your data?
• who can see it?
• who can use it?
• how do you manage?
• hard bounces (spam)
• soft bounces
• unsubscribes
• you should be able to track and keep history of subscribes and unsubscribes

Sue Fidler
• SPF
• Sender ID,
• Registered IP address,
• Google, hotmail, yahoo white listing
Spam check
• Subject Line:
• don’t use symbols, capitals and FREE OFFER WINNER
• Content avoid:
• key spam words, large fonts, too many bright colours.

Sue Fidler
• seed names into the address books
• create gmail, yahoo, hotmail accounts
• check design in different browsers

Sue Fidler
• FROM address
• branded
• clear
• friendly

Sue Fidler
• Keep it Short 50 characters or less - 10 words- preview pane only.
• Make them curious - ask a leading question
• Avoid spam filter words
• Create a benefit. "What's in it for me?“
• Create a sense of urgency - stress urgency and timeliness
• If relevant make it personal "thank you for your gift to..."
• reinforce brand, be honest, be relevant, be timely
• do not mislead

Sue Fidler
• 600-650 pixels wide
• Always have "read this in your browser“
• As short as possible - above the fold
• Headlines to catch the eye, brief copy, few strong images

Sue Fidler
• HTML
• Text Only

Sue Fidler

Sue Fidler

• HTML
• Text Only
Sue Fidler

• assume that most people have heard of you before they get your email
• once they open it they have expectations based on FROM, subject and who you are
• remind people of threads.. like events and campaigns.
• highlight "attention nodes" - highlights, callouts..
• be less formal and more personal
• dynamic content - adding personalised content beyond contact details.
• don’t use forms, they don’t work in most browsers
Sue Fidler
• using video or audio - in the email or onsite

Sue Fidler
• best if you cab have Dear Firstname
• add as much personalisation is relevant:
For example if you know corporate name and company:
Dear John,
Its great that Dixons is supporting our campaign…
• add more if it is pertinent –
• last donation, action,
• conection/attribute or interest
• personalised content – if you know their interests produce stories to match

Sue Fidler
• split openers and clickers into groups
• by location
• geographic area of interest
• subject
• lurkers, just get general enews..
• can test pushing them one way or another to convert
• specialists - donors, campaigners, job seekers, events attendees etc
• accept what they want to engage in,
• send them specific emails with subtle cross selling

Sue Fidler
• click through - to where?
• tailored landing pages
• must match branding, font etc of destination - consistent user experience
• either a single very clear message or a small range of options
• "vote here" should just have that,
• "support our campaign" might have donate, petition, contact MP
• tell readers the benefits of their actions
• forward/tell your friends..
Corporates now recon 2/3 sales are influenced by shared opinions

Sue Fidler
• forward to a friend
• would you recommend us?
• testimonials
• ask people to reply with comments and feedback
• linking to blogs - ask people to comment
• social networking - ask people to join facebook, twitter etc

Sue Fidler
• where are you inviting people from..
• offline, website, facebook and twitter
• here comes our enews
• sign up for our upcoming enews
• get our latest campaign here..
• read more on our enews
• use facebook updates and tweet the same stories
• drive traffic to enews from all available source
• and from enews to the web

Sue Fidler
• surveys/polls
• objectives,
• target audience,
• questions clear and concise,
• don't use acronyms,
• don't ask negatives,
• make sure answers are mutually exclusive ie 18-24 24-35.
• no leading questions
• be brief
• if it is long have pages to show completion
• always send thank you email
• always follow up with results

Sue Fidler
• have an idea
• short and sweet or clever/funny
• make it easy to forward
• show the benefit
• build into bigger picture
• measure it
• send out press releases to influencers who will blog and tweet
• integrate with Facebook, Twitter, YouTube, etc

Sue Fidler
• opens, click through,
• bounce, unsubscribe and replies
• who clicked on what
• don’t forget who didn’t open or didn’t click.
• integrating data into other databases
• integrate the email links to analytics.
• can you track actions in other mediums?
• should you clean your list?

Sue Fidler

Sue Fidler
• What are the objectives
• Set Goals/KPI’s
• Can you place a value on emails, how will you measure?
• Develop acquisition, retention and reactivation plans
• Focus on behavior
• Tailor landing pages
• Optimise content
• Map out ongoing campaign plan

Sue Fidler
• welcome
very high open rate, don’t just say thank you for joining
• awareness
- purpose: brand awareness bridge media and identify interest
• development
- purpose: develop involvement ,confirm interest/engagement
• conversion
purpose: online action
• thank you
– purpose: cross sell other actions reinfoce engagament
• loyalty
- purpose: broaden and deepen relationship improve lifetime value

Sue Fidler
• Why are you doing it? – set objectives
• Who are you sending to? – identify audiences, capture names
• What are you communicating?
• What are your outcomes? actions
• Set you targets
• Plan your resources – content, links etc

Sue Fidler

Sue Fidler

sue@suefidler.com
07889 350285 www.suefidler.com
www.facebook.com/suefidler twitter.com/SueFidler
CharityeMail: www.CharityeMail.co.uk
twitter.com/CharityeMail