Sue Fidler sue@suefidler 07889 350285 suefidler charityemail.co.uk

1. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk

2. 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 Spreading the Word - Forward to a friend

3. CHEAP!

5. DESIGN

9. NEW NAMES WEB VIEW LEGAL REQUIREMENTS

10. MESSAGES

14. Writing and Tone Email is normally less formal than print Email is considered very personal (2nd after SMS) KISS – short sentences, paragraphs and calls to action Obvious calls to action/find out more Consistent tone, author, style and FROM address

15. DELIVERY and COMPLIANCE

16. Delivery: The mechanism 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 • (known as Email Service Provider)

17. What are you looking for?

18. Is it fit for purpose?

21. OUTLOOKIS BAD

26. OUTLOOKIS BAD FOR BULK EMAILS

27. Compliance:Making your email legal and acceptable • Data Protection Act (DPA) in EU • OPT IN • PROOF • UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!) • RIGHT TO SEE RECORD

28. Compliance: • Data Control • Who can get to the data – • What might they use it for? • Are all copies of the address book kept up to date – • Update the unsubscribes on all databases • Who is sending what and when and to whom? • Step 1 – e-comms strategy • step 2 – comms strategy

29. Compliance: • SPAM • DPA • Know where the addresses came from • Send from a registered email broadcast service • - NOT YOUR IT SERVER

30. Compliance: • Accessibility • HTML and Text version • Web version • Alt tags on the images • Contrast, links underlined • Unsubscribe and subscription management

31. Compliance: • User Friendly • Clear layout and branding • Regular FROM address • Regular Subject Line • Links all work

32. Compliance: • Frequency • How often can you send? • Enews – daily, weekly, monthly • Viral – taster, reminder • Campaigns – taster, reminder, updates

33. Compliance: • Audience Choice • HOW – post/phone/email/SMS • WHAT – news/campaigns/fundraising • WHEN – how often

34. Compliance: • Audience Choice for email • Format – HTML/TEXT • What – news/campaigns/fundraising • When – how often • Subscription Management • UNSUBSCRIBE

35. Compliance: • Format - HTML, TEXT or both? • UK, USA, Europe, Eastern Europe etc etc • HTML and TEXT • Africa, Asia, South America • HTML and TEXT • Audience Choice

36. Names:where do you get them? • Online sign up • Offer email URL on every piece of • paper/poster/leaflet • Offer email opt in via EVERY response • mechanism; mail, web, phone • Existing paper-based newsletter • Swap names with peers • Get article in press or other newsletters • Buy lists…

37. RECAP • OUTLOOK IS BAD (ESP Email Delivery is best) • DPA/Data control • Accessibility and usability • HTML AND TEXT • OFFER AUDIENCE CHOICE • Build your own lists

38. 4 Papers: • Why eMail? • Best Practice for Sending eMails • Best Practice for Designing eMails • Data Protection • www.charityemail.co.uk

39. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk