ASAE 080709 Slides - Webinars, Webcasts, LMS, eLearning...
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1 • 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
Transcript of ASAE 080709 Slides - Webinars, Webcasts, LMS, eLearning...
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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
