Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best...

Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson

Ministry Growth Through EmailBest Practices

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cla2010

who am i?who am i?

executive director

general manager

internet director

god of humor

owner / ceo / janitor

director of marketing

You've carefully thought out all the angles.

You've done it a thousand times.

It comes naturally to you.

You know what you're doing—its what you've been trained to

Nothing could possibly go wrong, right?

carefully plancarefully plan

Think again.

This isn’t rocket

surgery

seminar theme

The goal of internet work is to

help the user succeed

It’s a single idea, one that I call 'customer experience' and can be described in any number of ways. Focus on the other person’s needs. Listen to customers. Be open to data that comes from the outside…

…Create a good experience for someone other than yourself. See the pattern? It takes a certain mindset – that of empathy – to do this work.- Mark Hurst

Design email for others, Design email for others, as you would want others as you would want others

to design email for you.to design email for you.

“It's a well known fact that you only have a few precious seconds (and pixels) to grab email recipients' attention and turn them into active readers. If you don't entice them right away, chances are you'll lose them.”- Lyris

The Internet is a selfish place. People don’t have time. They scan looking for something specific. They only care about what you can do for them. It’s about self-service and self-service is about simplicity and convenience. - Gerry McGovern

K I S SPrinciple

EEP T IMPLE UNSHINE

"A picture is wortha thousand words."

"You can tell a bookby its cover."

"You only have one chance to make a good first impression."

the basics

Types of organizational email:

NewsletterMarketing

TransactionalResearch

Press releasesAnnouncements

Types of permission:

Opt-outSingle Opt-in

Confirmed Single Opt-inDouble Opt-in

CAN-SPAM:

Controlling the Assault of Non-SolicitedPornography And Marketing Act of 2003

CAN SpamYou CAN SpamKnow the rules

Reasons why users clicked Spam

Types of email formats:

Plain text

Plain textRich Text Format

From Your Outbox To Their Inbox

best practices

Competition for the Inbox

From Email Marketing Reports

sending

We send it or…Email Service Provider (ESP)

Best day/time?Frequency

deliverability

Keep your lists cleanSeparate actives &

inactivesWork with your ESP

Set up test email accountsAdd to Approved Senders

All about reputation!

Org NameMix it up for different

purposes

subject:

Direct, relevant,timely and impactful

No more than 40-50 characters

Identifier?

Use action wordsEmphasize benefits

Free is okayExclamation marks, too

NO CAPS!

Personalization

design

Design for thepreview pane!

Best layout

Image suppression On or off?70% off!

What to do?ALT tags!

What to do?ALT tags!Table cells

Web version link

Web version linkText format

Link your images!

Email content/offersContain a strong call-to-

action Focus on benefits

Create a sense of urgencyTargeted, relevant and

timelyClear and concise

E.B. White’s 17th rule: Omit needless words

Krug’s version for the Web: Omit needless words

Get rid of half the words on each page,

then get rid of half of what’s left.

(Relating to happy talk and instructions)

Shorter paragraphsBulleted lists

features vs.

benefits

Steak Sizzle

Better Sizzle

stories

pictures

voice:active

genuineconversationa

Don’t forget your header

Don’t forget your footer

Segmentation

list growth

Sign up form on your site

Forward to a friend

Partnerships

Email Marketing Awards 2010:Top Consumer Winners

Best Email Newsletter

Indiana Officeof Tourism Development

Best Promotional Message -- Direct Sale or Lead Gen Offer

NW Natural

Ace Hardware

Best Promotional Message -- Direct Sale or Lead Gen OfferHonorable Mention

ATP World Tour

Best Single Welcome Letterto New Subscribers

When it comes to Email & Web

development, there is no finish line.

You only finish laps.

EVALS!

Honesty please.

Download this presentationand helpful linx:

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Ministry Growth Through Email Best Practices Mike Atkinson Ministry Growth Through Email Best...

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