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Email Marketing Strategies for Chambers

          ACCE DIALogue Tele-Seminar
             November 17, 2009
Who Is This Clown?
        Will Burns
 Director of Communications
Maryland Chamber of Commerce
      www.mdchamber.org
    (410) 269-0642, Ext. 103
    wburns@mdchamber.org
  http://twitter.com/will_burns
  www.linkedin.com/in/wburns
I Steal Ideas From
Agenda
• Why Email?
• Trends
• Basics
• Best Practices
Why is Email Important?
    Email is the Digital Glue
• Dominant Online Activity
• Ties Together Other Online
  Activities
• Great Way to Promote
  Programs, Events & Activities   --Greg Cangialosi
                                  President & CEO, Blue Sky Factory
Email Still Dominates
                           Internet Activities

•   89% of American
                                            Email                    89%
    adults send and read
    email.
                                 Search to find information           88%
•   47% use social          Search for a map or driving directions   86%
    networking websites
                             Look for Information about a hobby
                                          or interest                83%
Source: Pew Internet &      Look for information about a service
American Life Project       or product they are thinking of buying   81%
                                         Get News                    72%
                             Look for How-To and Do-It-Yourself
                                        information                  59%
Trends
Trends - Social Media
Trends - Users Want Control
Trends - Email is Everywhere



Desktop Client   Web Browser   Smart Phones
Trends - Email Overload
Desk covered with stacks of paper
Hundreds of unread emails
A calendar full of appointments
Why Would They Read Your Email?
Trends - Email Overload
“It’s Not Information Overload.
It’s Filter Failure”

--Clay Shirky
www.shirky.com

Author of:
Here Comes Everybody
The Power of Organizing Without Organizations
Trends - Email Overload
Is Your Chamber
  a Filter or a
   Fire Hose?
Email Basics
Basics - Content
• Newsletters          • Member News
• Announcements        • Legislative Updates
• Promoting Events     • Calls to Action
• Providing News and   • Administrative/
  Information            Transactional

• Promoting Products
  or Programs
Email Service Providers
Choosing an ESP
• Price
• Feature Set
• Reputation & References
• Integration
• Support - Design, List Management,
  Compliance, Coaching, Technical
ESP Features
•   Better Delivery Rates

•   List & Bounce Management Tools

•   Design & Spam Testing Tools

•   Templates

•   CAN Spam Compliance

•   Technical & Design Support

•   Reporting & Analytics
Basics - List Management
• Permission & Compliance
• Deliverability
• List Maintenance/Hygiene
• Segmentation
• Measurement
Basics - Permission
• Get Permission to Send Email
• Set Recipient Expectations
• Send Relevant Messages
• Don’t Abuse the Relationship
• Don’t Sell the List
Basics - Compliance
• CAN SPAM Compliance
  •   Include your physical address

  •   Make it easy to opt-out

  •   Clearly identify the sender or sending
      organization

  •   Don’t use deceptive subject lines

  •   For more, visit www.ftc.gov/spam
Basics - Deliverability
• Tips for Avoiding Spam Filters
   •   Use a reputable vendor

   •   Practice good list hygiene

   •   Keep sender addresses as short as possible

   •   Minimize the use of trigger words, all caps and
       excessive punctuation: FREE, Guarantee, Winner!!!!!!

   •   Encourage your recipients to put your “from
       address” in their address book
Basics - List Maintenance
• List Maintenance/Hygiene
  •   Scrub Your List

  •   Monitor Delivery Reports

  •   Manage Bounces

  •   Be careful with email addresses like info@,
      sales@, etc.
Best Practices
Email Program Tips
• Give Subscribers More Choices - Message
  Type, Message Frequency, etc.
• Use More List Segments to Ensure
  Messages are Relevant
• Consider a Reengagement Campaign for
  Members Who Haven’t Opened Recent
  Emails
• Simplify All Email Templates
Design Tips
• Include a “View in Web Browser” Link
• Design for the Preview Pane
• Use Old Fashioned HTML. Avoid Excessive
  CSS, Dynamic, Scripts,Video, etc.
• Test Creative in Various Email Clients
• View Your Email Design With Images
  Disabled
Content Tips
• Carefully Craft Your Subject Line
• Make Your Email Scannable. Use subheads,
  bullet points, bolded text.
• Make Your Message Simple
• Clearly Define Your Call to Action
Measurement
• Measure
• Test
• Experiment
• Optimize
Measurement
• Open Rates
• Click Through Rates
• Conversions
• Opt-Out Requests
• Bounces
Testing
• A/B Tests - Split your list in half
• Headlines - What type of headlines get the
  most click throughs?
• Design Tests - How will your message render
  in various email clients?
• Spam Tests - Will your message make it
  through the most common anti-spam
  programs?
Testing
• Experiment - What Works Best?
  •   Subject Lines
  •   Day of Week | Time of Day
  •   Email Designs
  •   Newsletter Headlines
  •   Calls to Action
  •   Landing Pages
  •   Sender Names
  •   List segments
Basics - Segmentation
• Segment ideas for chambers:
  •   Message type - Newsletter, Event Notice, Legislative Info,
  •   Subject Matter - Health Care, Taxes, Environment, Small
      Business, Human Resources
  •   Industry Sector - Retail, Restaurants, Financial Services,
      Creative, Manufacturing, Technology, Marketing
  •   Job Function - Leadership & Management, Human
      Resources, Government Affairs, Marketing & Sales, IT
  •   Action - Join/Renew Date, Registered for/Attended an
      Event, Purchases a Product, Referred a Member, Responded to
      a Call to Action
A Few Examples
Email Best Practices
     Make Your Email Scannable
Email Best Practices
     Make Your Email Scannable
Email Best Practices
     Make Your Email Scannable
Email Best Practices
    Designing for the Preview Pane
Email Best Practices
    Designing for the Preview Pane
Email Best Practices
     Clearly Defined Next Action
Email Best Practices
     Clearly Defined Next Action
Email Best Practices
     Clearly Defined Next Action
Email Best Practices
     Clearly Defined Next Action
Don’t
Send an Email That is Just One Big Image
Don’t
Send an Email That is Just One Big Image
Do
Check Your Messages With Images Turned Off
Do
Check Your Messages With Images Turned Off
Shareable
•   Push to Social
Email
Push to Social
Email
Push to Social
Email
Push to Social
Email
Push to Social
Email Best Practices
              Personalize Messages


Dear Will,
Email Best Practices
     Send Relevant Messages
Email Best Practices
     Send Relevant Messages
Email Best Practices
     Send Relevant Messages
Email Best Practices
Take Advantage of Transactional/Administrative Emails
Questions?
Thank You
      Will Burns
wburns@mdchamber.org

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Email Marketing Strategies for Chambers on Commerce

  • 1. Email Marketing Strategies for Chambers ACCE DIALogue Tele-Seminar November 17, 2009
  • 2. Who Is This Clown? Will Burns Director of Communications Maryland Chamber of Commerce www.mdchamber.org (410) 269-0642, Ext. 103 wburns@mdchamber.org http://twitter.com/will_burns www.linkedin.com/in/wburns
  • 4. Agenda • Why Email? • Trends • Basics • Best Practices
  • 5. Why is Email Important? Email is the Digital Glue • Dominant Online Activity • Ties Together Other Online Activities • Great Way to Promote Programs, Events & Activities --Greg Cangialosi President & CEO, Blue Sky Factory
  • 6. Email Still Dominates Internet Activities • 89% of American Email 89% adults send and read email. Search to find information 88% • 47% use social Search for a map or driving directions 86% networking websites Look for Information about a hobby or interest 83% Source: Pew Internet & Look for information about a service American Life Project or product they are thinking of buying 81% Get News 72% Look for How-To and Do-It-Yourself information 59%
  • 9. Trends - Users Want Control
  • 10. Trends - Email is Everywhere Desktop Client Web Browser Smart Phones
  • 11. Trends - Email Overload Desk covered with stacks of paper Hundreds of unread emails A calendar full of appointments Why Would They Read Your Email?
  • 12. Trends - Email Overload “It’s Not Information Overload. It’s Filter Failure” --Clay Shirky www.shirky.com Author of: Here Comes Everybody The Power of Organizing Without Organizations
  • 13. Trends - Email Overload Is Your Chamber a Filter or a Fire Hose?
  • 15. Basics - Content • Newsletters • Member News • Announcements • Legislative Updates • Promoting Events • Calls to Action • Providing News and • Administrative/ Information Transactional • Promoting Products or Programs
  • 17. Choosing an ESP • Price • Feature Set • Reputation & References • Integration • Support - Design, List Management, Compliance, Coaching, Technical
  • 18. ESP Features • Better Delivery Rates • List & Bounce Management Tools • Design & Spam Testing Tools • Templates • CAN Spam Compliance • Technical & Design Support • Reporting & Analytics
  • 19. Basics - List Management • Permission & Compliance • Deliverability • List Maintenance/Hygiene • Segmentation • Measurement
  • 20. Basics - Permission • Get Permission to Send Email • Set Recipient Expectations • Send Relevant Messages • Don’t Abuse the Relationship • Don’t Sell the List
  • 21. Basics - Compliance • CAN SPAM Compliance • Include your physical address • Make it easy to opt-out • Clearly identify the sender or sending organization • Don’t use deceptive subject lines • For more, visit www.ftc.gov/spam
  • 22. Basics - Deliverability • Tips for Avoiding Spam Filters • Use a reputable vendor • Practice good list hygiene • Keep sender addresses as short as possible • Minimize the use of trigger words, all caps and excessive punctuation: FREE, Guarantee, Winner!!!!!! • Encourage your recipients to put your “from address” in their address book
  • 23. Basics - List Maintenance • List Maintenance/Hygiene • Scrub Your List • Monitor Delivery Reports • Manage Bounces • Be careful with email addresses like info@, sales@, etc.
  • 25. Email Program Tips • Give Subscribers More Choices - Message Type, Message Frequency, etc. • Use More List Segments to Ensure Messages are Relevant • Consider a Reengagement Campaign for Members Who Haven’t Opened Recent Emails • Simplify All Email Templates
  • 26. Design Tips • Include a “View in Web Browser” Link • Design for the Preview Pane • Use Old Fashioned HTML. Avoid Excessive CSS, Dynamic, Scripts,Video, etc. • Test Creative in Various Email Clients • View Your Email Design With Images Disabled
  • 27. Content Tips • Carefully Craft Your Subject Line • Make Your Email Scannable. Use subheads, bullet points, bolded text. • Make Your Message Simple • Clearly Define Your Call to Action
  • 28. Measurement • Measure • Test • Experiment • Optimize
  • 29. Measurement • Open Rates • Click Through Rates • Conversions • Opt-Out Requests • Bounces
  • 30. Testing • A/B Tests - Split your list in half • Headlines - What type of headlines get the most click throughs? • Design Tests - How will your message render in various email clients? • Spam Tests - Will your message make it through the most common anti-spam programs?
  • 31. Testing • Experiment - What Works Best? • Subject Lines • Day of Week | Time of Day • Email Designs • Newsletter Headlines • Calls to Action • Landing Pages • Sender Names • List segments
  • 32. Basics - Segmentation • Segment ideas for chambers: • Message type - Newsletter, Event Notice, Legislative Info, • Subject Matter - Health Care, Taxes, Environment, Small Business, Human Resources • Industry Sector - Retail, Restaurants, Financial Services, Creative, Manufacturing, Technology, Marketing • Job Function - Leadership & Management, Human Resources, Government Affairs, Marketing & Sales, IT • Action - Join/Renew Date, Registered for/Attended an Event, Purchases a Product, Referred a Member, Responded to a Call to Action
  • 34. Email Best Practices Make Your Email Scannable
  • 35. Email Best Practices Make Your Email Scannable
  • 36. Email Best Practices Make Your Email Scannable
  • 37. Email Best Practices Designing for the Preview Pane
  • 38. Email Best Practices Designing for the Preview Pane
  • 39. Email Best Practices Clearly Defined Next Action
  • 40. Email Best Practices Clearly Defined Next Action
  • 41. Email Best Practices Clearly Defined Next Action
  • 42. Email Best Practices Clearly Defined Next Action
  • 43. Don’t Send an Email That is Just One Big Image
  • 44. Don’t Send an Email That is Just One Big Image
  • 45. Do Check Your Messages With Images Turned Off
  • 46. Do Check Your Messages With Images Turned Off
  • 47. Shareable • Push to Social
  • 52. Email Best Practices Personalize Messages Dear Will,
  • 53. Email Best Practices Send Relevant Messages
  • 54. Email Best Practices Send Relevant Messages
  • 55. Email Best Practices Send Relevant Messages
  • 56. Email Best Practices Take Advantage of Transactional/Administrative Emails
  • 58. Thank You Will Burns wburns@mdchamber.org