Leveraging Digital Communications:

Email Altru Masters Workshop

• Review Digital Communications

• Overview of email functionality in Altru

• Discuss the different email functions

• Identify best practices for different emails

Objective

• Discuss the function of Digital Communications

• Identify the role of emails in Altru

• Discuss difference between Appeals and

Transactional emails

• Explore a variety of appeal and transactional

emails

• Identify best practices for appeals and

transactional emails

Agenda

• What do you think we mean by digital

communications?

• What are the various tools that fit under this

umbrella?

What is Digital Communication?

• Digital communications is communications with

and by digital technology.

What is Digital Communication?

• Emails in Altru:

— Appeals/Invitations

— Membership Renewals

— Acknowledgements

— Web Forms Acknowledgments

• Are you using all of them?

• If not, which ones are you not using? Why?

Different Emails in Altru

Emails in Altru

• Integrated to the Altru database — Pull data into merge fields; personalize communications

• Assigned to the constituent record — Part of the constituent relationship & communication history

• Two functions: communication and operational — Appeals and Acknowledgements

• Recipients can be targeted in “real time” — Dynamic Selections

• Online acknowledgements are automated — Integral flow of Web forms

• Unsubscribes, bounces accommodate automatically

Emails in Altru - Advantage

• Integrated to the Altru database

— Every record is a constituent in the database

• Not a “newsletter” campaign system with analytics

— List churn, link popularity

• No integrated testing mechanisms

— A/B Testing

• Restricted design mechanisms

— Mobile, multi-format

Emails in Altru - Restrictions

• Appeals — Communication you have initiated — Fundraising or Informational — Requires CAN-SPAM protocol

• Transactional — Acknowledging revenue — Web forms transactions confirmation — Does not require CAN-SPAM protocol

Emails: Appeals vs Transactional

• Fundraising or Informational?

— Goal determines content and design

• Operational process is the same

— List pulled from constituent query

— Special Links to meet CAN-SPAM

Appeals: Fundraising vs Informational

• Revenue or Web Forms?

— Action triggered by constituent

• Operational process is different

— Web Forms is integral to Web Forms Process

— Web forms sent automatically once active

— Revenue via Acknowledgement (Query)

— Revenue Acknowledgement sent out by staff

Transactional: Revenue vs Web Forms

• Minimize Use of Images — Key elements such as logo, single image — Declare width and height in code to preserve layout

• Message not lost if images are hidden

• Include link to view as Web page

• Use template “family” so brand is recognized

Email: Design Best Practices

• Templates include contact information and

“Special Page Links” in same location

• Eye-tracking data shows left edge is

— Images along left edge more effective

• Inline Styles for Web-based email (Gmail)

• Typically restrict width 580-600 px

• Table can assist with structure

Email: Design Best Practices

Design Family

• Content should be clear and concise — Scannable — Target <250 Words — Conversational

• Leverage merge fields — Personalize message — Use first names and relationship (member/patron)

Email: Universal Best Practices

• Optimize Subject line

— Reference your organization

• Reference the sender

— Include office/title to identify

— Keep sender/voice consistent

• Goals/Call to action identified in top 2”-4”

— Displayed in preview window

— Easier for recipient to identify your message

Email: Universal Best Practices

Email: Universal Best Practices

• Display goal/promote progress to encourage participation

• Set a deadline to prompt response

• Subject line and call to action critical

• Keep succinct and bullet points

• No distractions! — Link to donation form — Informational should lead to website Asks should point to forms

Appeals: Best Practices

• Leverage merge fields

• Sniper vs Shotgun

— Assign content on segment (member/patrons)

• Start early with cultivation email

• Series is better than single email

• Update content and list with each email

- update progress, exclude donors

Appeals: Best Practices

Appeals Different Approaches

• Delivered in a timely manner

— Web Forms automated, Revenue is “manual”

• Concise and accurate subject line is key

• Relevant Sender for transaction

— Include office as it helps identify role

• Laser focus on main purpose

— Confirm transaction and thanks

Transactional: Best Practices

• Keep layout clean so core content is not lost

• Identify next steps if any

— Click on link to print tickets

— Formal letter will follow for donation

• Ideally suited to lead to additional information

— Links should be relevant, not “spammy”

Transactional: Best Practices

Transactional Different Approaches

• Reviewed the function of Emails in Altru

• Identified best practices for design, appeals and

transactional emails.

• Any Questions?

Summary

Next Steps

Review your emails for new opportunities

Phase them into your Altru operations