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• Discuss principles of effective e-marketing

• Challenges & solutions for improved reader response

• Keys to greater e-deliverability

• Presentation of deliverability advantages to ESPs highlighted through the ASAE Endorsed MagnetMail Program

Agenda

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• Is email marketing the most important component of our communication and outreach efforts?

• What results should we expect? How do we benchmark success?

• What resources do we need to do an effective job?

Key foundation questions

Battle for inbox attention

• Average person gets 274 personal emails a week

• Average person gets 304 business emails a week

• That’s 578 emails per week or 115.6 emails each day

• 87% of consumers’ online time is spent reading emails

• How will your emails Stand Out and Get Read?

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Attention Challenges - reaching email recipients

Do you manage your e-marketing as one enterprise or as separate departments?

Poll question

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Do you segment your email database and send unique or dynamic content to each subset to ensure relevancy?

Poll question

Do you provide a preference page to empower each recipient to choose content most meaningful to them?

Poll question

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Do you run an A/ B Test and send the version of the email that performs the best to your entire list?

Poll question

Has your organization gone to an opt-in only policy for sending emails?

Poll question

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• Applying digital technologies to form online channels—Web, email, online conferencing, community and social media

• These channels should be part of a marketing mix to:

– Achieve profitable programming, acquisition, member/client retention

– Improve knowledge of profiles, behaviors, values, loyalty drivers

• Doing so, delivers integrated, targeted communications and online services to match individual needs

Defining customer-centric e-marketing

Leveraging data for effective email communication

AMSRecipient Profiles

AMSRecipient Profiles

Expressed Preferences

Examples:• Survey• Subscription page

Expressed Preferences

Examples:• Survey• Subscription page

Purchase History

• Products• Services

Purchase History

• Products• Services

Demographic Information

Examples:• Age• Gender• Income

Demographic Information

Examples:• Age• Gender• Income

Interaction with Email

• Opens• Clicks• Unsubscribe

Interaction with Email

• Opens• Clicks• Unsubscribe

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Those that receive ASAE e-publications; Are you more likely to spend time reading the “In Touch” newsletter that goes to the entire ASAE Membership or your Section Newsletter?

Poll question

• The sum of these data points provides tremendous insight into your members’ interests

• Objective: aggregate all of the data to build member profiles…

Remember: it’s for THE MEMBER’s benefit NOT yours!

Leveraging data for effective email communication

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Relevancy = right content + right recipient + right time

Battle for inbox attention

Highly Irrelevant Highly Relevant

Higher Open and Click-through Rates

Content: Purely Promotional

Content: Monthly newsletter with helpful information using dynamic content

Content: Series of targeted messages delivered only to new members

A single organization e-marketing calendar to plan and execute as a single enterprise

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Electronic costs:• List segmentation• Content editing• Layout/template design• Process management• e-Distribution• Spam management• Subscription management• Bounce management

The real investment– print vs. electronic

Delivering custom content

• 2 dimensions to delivering custom content

– Know or make assumptions about what members want

– Have the technology to deliver highly customized content

• 3 opportunities to compel recipients to open your message – all MUST be relevant:

– “From” field (branding opportunity for recurring messages such as newsletters)

– Subject line

– Preview pane content

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• Send DIFFERENT messages to different members:– Legislative alerts

– Product standard updates

– Workshop, conference and Webinar invitations

• Send the “SAME” message with customized content:– Personalized or customized subject line

– Different “Top Story” for different members

Delivering custom content

List segmentation• Most successful email campaigns (opens, clicks, conversions) are

the ones sent to the SMALLEST lists

• This DOES NOT mean taking your membership list of 50,000 and breaking it into 10 lists of 5,000

• Create unique lists based on one or more member profile data points, such as:

– All members from California

– Recent attendees to a workshop

– Anyone who clicked on a combination of links in past emails

– Those who expressed interest in legislative developments

– Anyone who opened an email but has NOT clicked on a link

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Branding

• Consistent branding in every message you send

• Understand rendering challenges and how to overcome them

• Branding for PDAs

• How do I decide whether to read an email?

– Scan the “From” field first– Scan the Subject line– Scan the first 3-4 lines of copy

Newsletter Branding

Colors instead of images

Headlines at the top

Variety of content

Enhanced navigation

Resources for the reader

Short outgoing message

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Email Branding

Effective use of white space

Simple design

Focused content / message

Customizing member preferences through an enhanced subscription page

• Email or RSS

• Text or HTML

• Subject preferences

• Updating of information

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Data-driven applications

• List segmentation

• Interest profiling

• Integration of data

• Automated campaigns

• Careful analysis

The more you show you know about me, the more I will respond to your efforts:

Sample Campaign:

New Member Orientation

New Members receive a series of messages over a period of 6 months

Data-driven applications

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Best Practices – what you can do to improve deliverability

• Legitimate, opt-in emails can get caught in this process resulting in “False Positives”

• 5 - 22% of legitimate emails are not delivered to the inbox

• Analyst firm Jupiter Research estimates the cost of emails sent,but not delivered, will nearly double to $419 million in 2008

Overview of the problem

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Internet-based filters

Examples:•Postini•Brightmail

Internet-based filters

Examples:•Postini•Brightmail

Desktop-based filters

Examples:•McAfee•Norton

Desktop-based filters

Examples:•McAfee•Norton

Gateway (ISP) based filters

Examples:•AOL•Earthlink

Gateway (ISP) based filters

Examples:•AOL•Earthlink

Spam filters

• A blacklist is a list of IP addresses identified as Spam sources

• ISPs & corporate filters use blacklists to prevent unsolicited bulk email

• If the sending server is on a blacklist, the email can be:

– Quarantined

– Sent into a Spam / junk folder

– Deleted

– Bounced back to the sender

• Blacklists are still a very common method for blocking unwanted mail

Spam filters – filtered lists

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• There are 100s of blacklists in use—important ones include:

– Spamhaus

– MAPS

– SpamCop

– SORBS

– SURBL

• It’s easy to get put on a blacklist & extremely difficult to be removed

Spam filters – filtered lists

Impact on Deliverability: High

• Sophisticated filters analyze email content to determine if it’s Spam

• Filters examine the subject line & the message body for:

– Specific words

– Phrases

– Ratio of HTML to text

– Ratio of images to text

Spam filters – content analysis

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• Messages identified as Spam can be:

– Deleted

– Quarantined

– Diverted to Junk / bulk folder– Delivered to the recipient’s inbox with the subject line

re-written to include the word “Spam”

• According to a recent study, message content is not a major factor causing emails to be filtered

Impact on Deliverability: Medium

Spam filters – content analysis

• Authentication ensures the integrity of the sender—vs. “Spoofed” email

• Two major authentication schemes:

– Sender ID or SPF (Sender Policy Framework)

– Domain keys

• Sender ID authenticates the identity of inbound email—messages that fail Sender ID are more likely to be Spam:

– 43% of Hotmail is legitimate inbound email (source: Hotmail)

– 42% of all Internet email (source: IronPort)

– As of April 2007, 8 million domains worldwide have adopted Sender ID technology (source: Microsoft)

Spam filters – authentication

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DomainKeys is an authentication system designed to verify the DNS domain of an email sender & the message integrity:

Spam filters – authentication

• 37% of Yahoo!’s legitimate email (Source: Yahoo!)

• 14% of all Internet email (Source: IronPort)

Impact on Deliverability: High

Some ISPs will filter email if they detect too much traffic from a specific source

Impact on Deliverability: Low

Spam filters – volume filtering

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• ISPs carefully monitor the number of complaints they receive

• If a certain threshold is met, the sender’s messages could be routed to the junk folder, or temporarily suspended from being delivered

• Most ISPs provide a method for users to report messages as Spam

• Some ISPs provide feedback to senders—when a user reports an email as Spam, the ISP notifies the sender via email

• Large ISPs (e.g., AOL, Hotmail, Yahoo!, Juno, Earthlink) have a “Feedback Loop,” automatically notifying the sender of a Spam report

Impact on Deliverability: High

Spam filters – complaint monitoring

• ISPs are now looking at the reputation of the sender, which can include many of the filtering methods just discussed:

– Have you sent email into their domain before?

– How much email do you send?

– What is the frequency / consistency of your email broadcasts?

– How many complaints have been registered?

– What type of content are you sending?

– How clean is your list?

• Reportedly 77% of filtered email is a result of reputation analysis

Spam filters – reputation

Impact on Deliverability: High

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Questions?

• Online—go to the Chat box at the bottom left of your Webinar screen. Type your question and click “send.”

• Phone:

– Dial *1 to be placed in queue, to speak to a presenter (all participants will hear your call)

Note: *1 won’t work if you’re using a speaker phone; you must pick up the handset before selecting *1

provided by

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Additional Deliverability Features1. Campaigns for trigger based messaging2. A / B Testing3. Dynamic Content4. Private IP Address for Each Client5. Hosted Domain6. Deliverability Testing7. Email Exam Advanced Deliverability Module8. Focus on Association and Non Profits9. Integrated email / fax / RSS / e-survey / e-forms tool

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• Opt for “integrated” messages that allow recipients to choose how they receive content (RSS, HTML email, text email, or fax)

• Real-time email & RSS tracking data – overall stats & individual usage history:

– Feeds published

– # summary opens – # full-article opens

Integrated email, RSS & fax

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Detailed recipient history

• Shows how each recipient responds to your campaigns

• Comprehensive view of email, forms & faxes

• Verification of delivery

• Embed branded surveys in emails – up to 40% higher response rates!

• Publish surveys / forms to your Web site

• Flexible format – use for polls, satisfaction surveys, membership renewal, seminar registration, etc.

• Easy-to-use – modify existing pre-set questions or create surveys from scratch

Forms & surveys

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Powerful survey reporting

• Graphs / charts display results in real time

• Summarizes feedback from open-ended-questions

• Individual reporting identifies each responder's results

• Cross-b analysis pinpoints specific outcomes

• Advanced database-driven reporting shows results by users’ custom fields

AMS & CRM integration

• Seamless list management tool

• Secure member data transfer between AMS & MagnetMail

• Valuable e-marketing tracking data can be imported into AMS member records

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Enterprise management

• Approved sender status

• Customized user permissions

• Single administrator login to all user accounts

• Advanced tools section with programmable settings

– controlled e-marketing for organizations with multiple users

• Manage fax & email broadcasts from MagnetMail

• Automatically sends fax messages if email delivery fails

• Full personalization

• Standard or fine fax resolution modes

• Automatic retries (no charge)

Faxing…part of a solid marketing mix

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• CommPartners’ designers work with you, to create e-newsletter, e-survey & e-form templates that reinforce your brand

• Templates can mimic the look of your Web site, for a seamless user experience

e-Templates– the process starts with your template design

• Professional design group

• Advanced programmers

• Experienced trainers

• Seasoned customer support

• Association specialists

• Affinity marketing team

e-Marketing professionals working for you

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• Easy to create & manage e-marketing campaigns - emails / faxes / surveys / forms

• Fully integrated with iMIS & Avectra member databases

• Valuable tracking data lets you know messages’ success rates - use bounce data to hone email lists

• Web-based application for anywhere-access

• ASAE-endorsed content management program

Benefits overview

ASAE members-only benefits:

• Versatile, customized solutions

• Reduced set-up fees

• Flexible billing options

• Free training

• Ongoing support

Trusted ASAE-endorsed technology

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For more information:

Call 877.488.2666

Email info@commpartners.com

Web www.commpartners.com/asae