Using the Engaging Networks email tools Ghazal Vaghedi Toronto February 21, 2012 #12ENCONF

1. Using the Engaging Networks email tools Ghazal Vaghedi Toronto February 21, 2012 #12ENCONF

2. Overview • Email tool and it’s main features • Setting up and sending a simple broadcast email • Greater open rates with conditional content • Email segmentation • Split testing • Email triggers • Analyze emails performance with reporting • Email deliverability • Questions

3. 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

4. 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!

5. 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

6. 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

7. 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

8. Email triggers • How 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

9. 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

10. 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

11. 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

12. Good to know 1…email deliverability • SPF 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

13. 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

14. QUESTIONS?