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Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through EmailBest Practices
www.uneeknet.com/more/cla
cla2010
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
who am i?who am i?
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
executive director
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
general manager
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
internet director
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
god of humor
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
owner / ceo / janitor
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
director of marketing
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
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
do.
Nothing could possibly go wrong, right?
carefully plancarefully plan
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Think again.
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
This isn’t rocket
surgery
seminar theme
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
The goal of internet work is to
help the user succeed
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
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…
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
…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
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
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.
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
“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
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
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
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
THE
K I S SPrinciple
EEP T IMPLE UNSHINE
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
"A picture is wortha thousand words."
"You can tell a bookby its cover."
"You only have one chance to make a good first impression."
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
the basics
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Types of organizational email:
NewsletterMarketing
TransactionalResearch
Press releasesAnnouncements
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Types of permission:
Opt-outSingle Opt-in
Confirmed Single Opt-inDouble Opt-in
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
CAN-SPAM:
Controlling the Assault of Non-SolicitedPornography And Marketing Act of 2003
CAN SpamYou CAN SpamKnow the rules
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Reasons why users clicked Spam
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Types of email formats:
Plain text
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Types of email formats:
Plain textRich Text Format
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Types of email formats:
Plain textRich Text Format
HTML
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
From Your Outbox To Their Inbox
best practices
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Competition for the Inbox
From Email Marketing Reports
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Competition for the Inbox
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Competition for the Inbox
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Competition for the Inbox
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
sending
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
We send it or…Email Service Provider (ESP)
Best day/time?Frequency
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
deliverability
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Keep your lists cleanSeparate actives &
inactivesWork with your ESP
Set up test email accountsAdd to Approved Senders
text
All about reputation!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
from:
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Org NameMix it up for different
purposes
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
subject:
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Direct, relevant,timely and impactful
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
No more than 40-50 characters
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Identifier?
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Identifier?
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Use action wordsEmphasize benefits
Free is okayExclamation marks, too
NO CAPS!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Personalization
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
design
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Design for thepreview pane!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Best layout
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Image suppression On or off?70% off!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
What to do?ALT tags!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
What to do?ALT tags!Table cells
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
What to do?ALT tags!Table cells
Web version link
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
What to do?ALT tags!Table cells
Web version linkText format
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Link your images!
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
22%
78%
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Email content/offersContain a strong call-to-
action Focus on benefits
Create a sense of urgencyTargeted, relevant and
timelyClear and concise
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
E.B. White’s 17th rule: Omit needless words
Krug’s version for the Web: Omit needless words
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
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
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
features vs.
benefits
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Steak Sizzle
Better Sizzle
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
how?
stories
pictures
voice:active
genuineconversationa
l
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Don’t forget your header
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Don’t forget your footer
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Segmentation
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
list growth
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Sign up form on your site
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Forward to a friend
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Partnerships
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Email Marketing Awards 2010:Top Consumer Winners
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Best Email Newsletter
Indiana Officeof Tourism Development
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Best Promotional Message -- Direct Sale or Lead Gen Offer
NW Natural
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
Ace Hardware
Best Promotional Message -- Direct Sale or Lead Gen OfferHonorable Mention
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
ATP World Tour
Best Single Welcome Letterto New Subscribers
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
When it comes to Email & Web
development, there is no finish line.
You only finish laps.
Ministry Growth Through Email Best Practices Ministry Growth Through Email Best Practices Mike Mike AtkinsonAtkinson
EVALS!
Honesty please.