501 talks tech 2014 - broadcast email providers
DESCRIPTION
See which email service provider is best for your nonprofit's marketing and outreach efforts.TRANSCRIPT
![Page 1: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/1.jpg)
SAM KNOXNOVEMBER 12 , 2014
Tech Talks 2014: Broadcast Email Providers
![Page 2: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/2.jpg)
© 501 Commons
About Us
Our mission is to boost the capacity of nonprofit organizations to thrive over the long term and
effectively serve the community.
Programs & Services include:
Management ConsultingTechnology ServicesFinancial ServicesHuman Resource
Services
Leadership developmentVolunteer Management
& Planning Programs Resource Directory
www.501Commons.org
![Page 3: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/3.jpg)
© 501 Commons
BROADCAST EMAILLANDSCAPE OF PROVIDERSCOMMON FEATURESDYNAMICS OF CHOICEEXAMPLES OF VENDORSMOBILE & HTMLDEFINING YOUR REQUIREMENTSQ&A
Agenda
![Page 4: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/4.jpg)
© 501 Commons
Why Email?
Just about all nonprofits use mass email to communicate with their supporters
![Page 5: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/5.jpg)
© 501 Commons
Why Email?
Why is mass email important to your organization?
What kind of messages do you send?
![Page 6: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/6.jpg)
© 501 Commons
Why Email?
What makes a good email message?
![Page 7: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/7.jpg)
© 501 Commons
Why Email?
![Page 8: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/8.jpg)
© 501 Commons
Quick Poll
What brings you to the session today?
Here to just gather information?Unhappy with current provider?Are you evaluating a new one?Other?
![Page 9: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/9.jpg)
© 501 Commons
Permission Based Subscription Model
Email Service Provider – ESP
Elements of CAN-SPAM Act Unsubscribe mechanism Physical mailing address Permission is inferred or directly given Don’t use deceptive subject lines or From Addresses
Determine your own subscription rules
![Page 10: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/10.jpg)
© 501 Commons
Landscape of Providers
![Page 11: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/11.jpg)
© 501 Commons
Landscape of Providers
• Technology is constantly changing• Significant differences about every 2 years• Devices are changing• Email clients are changing too
![Page 12: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/12.jpg)
© 501 Commons
![Page 13: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/13.jpg)
© 501 Commons
Technology: Paradox of choice
“The more options there are, the easier it is to regret.” - Barry Schwartz, Swarthmore College
Graphs from Sciam.com, Schwartz’s Paradox of Choice
![Page 14: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/14.jpg)
© 501 Commons
Technology: Paradox of choice
With too many choices, options are evaluated in terms of missed opportunities instead of the
opportunity's potential.
![Page 15: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/15.jpg)
Decision making process
Classify requirements into
Must-have and Nice-to-have
1. Identify products/ vendors that meet the requirements
2. Plot their offerings against the prioritized requirements
3. Evaluate Total Cost of Ownership
4. Test-drive and obtain feedback
5. Decide
Identify requirements &
Define rough budget
Identify:
1.The biggest pain points
2.The ‘low-hanging fruit’
What would have the biggest impact towards improved service delivery?
2. Discovery 1. Gap
Analysis3. Prioritization 4. Selection
![Page 16: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/16.jpg)
© 501 Commons
Essential Elements
• Template creation system, for creating layouts for your emails. Create custom or choose from a library
• Content editor, for creating the content of your email
• List management, for uploading new subscribers, changing their attributes, unsubscribing them, and other tasks
• List signup forms, for placing on your website to allow people to join your mailing lists
• Reporting tools, for keeping track of your results
![Page 17: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/17.jpg)
© 501 Commons
Important Questions
• How are unsubscribes handled? Global or by list?
• What is the template / content editor like?
• Integration potential
• Automation potential
• Cost – lots of variability in how services are priced
![Page 18: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/18.jpg)
© 501 Commons
Content Editors
Drag and Drop editors are easy to use and aimed at non-technical users.
But you don’t get as much control as you do with HTML
![Page 19: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/19.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 20: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/20.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 21: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/21.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 22: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/22.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 23: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/23.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 24: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/24.jpg)
© 501 Commons
Screenshots
Examples of visual editor / template editor / code . . .
![Page 25: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/25.jpg)
© 501 Commons
Provider Examples
MailChimpVerticalResponseConstantContactiContactCampaign Monitor . . . And Enterprise Providers
![Page 26: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/26.jpg)
© 501 Commons
Provider Examples
These represent some of the “best of breed” providers out there.
501 Commons isn’t endorsing any in particular!
![Page 27: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/27.jpg)
© 501 Commons
MailChimp
![Page 28: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/28.jpg)
© 501 Commons
MailChimp
![Page 29: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/29.jpg)
© 501 Commons
MailChimp
• MailChimp Mobile - Add subscribers, edit content, and send campaigns from your phone
• Spam Filter Diagnostics - Gain more insight into why your email might be nabbed by spam filters
• RSS-to-Email - Queue up content for your emails based on an RSS feed
• Social Pro - An add-on service which lets you target emails based on social media data
![Page 30: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/30.jpg)
© 501 Commons
MailChimp
![Page 31: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/31.jpg)
© 501 Commons
MailChimp
![Page 32: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/32.jpg)
© 501 Commons
MailChimp
• Lots of great features
• Handles differential list unsubscribes well
• Strong candidate for many nonprofits
• Code your own templates or use their library
• MailChimp Template Markup!
![Page 33: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/33.jpg)
© 501 Commons
MailChimp
• List sizes of 2,000 or less are free
• List size of 2,500 is $25.50 per month with nonprofit discount
![Page 34: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/34.jpg)
© 501 Commons
VerticalResponse
![Page 35: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/35.jpg)
© 501 Commons
VerticalResponse
• Free for nonprofits!
• Can edit the HTML directly or use a template editor
• Can send out postcard campaigns
• Event Marketing & Surveys
![Page 36: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/36.jpg)
© 501 Commons
VerticalResponse
Unsubscribes are global
Great if you only have one list
Not so great if you want to manage several
![Page 37: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/37.jpg)
© 501 Commons
VerticalResponse
Free for nonprofits up to 10,000 emails per month
15% off monthly plans above that
![Page 38: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/38.jpg)
© 501 Commons
VerticalResponse
OR
Salesforce IntegrationEvent ManagementOnline SurveysPostcards
Basically the same tool with a different user interface
But – without the features available in Classic
![Page 39: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/39.jpg)
© 501 Commons
Constant Contact
![Page 40: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/40.jpg)
© 501 Commons
Constant Contact
• Large client base
• Well positioned for small businesses and non profits
• Template editing is aimed at non-technical users
• Basic set of features
![Page 41: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/41.jpg)
© 501 Commons
Constant Contact
Price for 2,500 subscribers: $24.50 / mo
- Nonprofit discount and 12-month prepay
No free option like many other competitors offer
![Page 42: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/42.jpg)
© 501 Commons
Honorable Mention - iContact
• Not many features outside of the standard ones
• Message Builder – drag and drop
• Message Coder – custom HTML markup
• But a good integration with CRM, especially Salesforce
![Page 43: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/43.jpg)
© 501 Commons
iContact
• Not many features outside of the standard ones
• Message Builder – drag and drop
• Message Coder – custom HTML markup
![Page 44: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/44.jpg)
© 501 Commons
iContact
They produce great research too!
![Page 45: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/45.jpg)
© 501 Commons
Honorable Mention - iContact
• Not many features outside of the standard ones
• Message Builder – drag and drop
• Message Coder – custom HTML markup
• But a good integration with CRM, especially Salesforce
![Page 46: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/46.jpg)
© 501 Commons
iContact
$24.50 per month for 2,500 subscribers
- Nonprofit discount and annual contract
![Page 47: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/47.jpg)
© 501 Commons
Honorable Mention - CampaignMonitor
![Page 48: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/48.jpg)
© 501 Commons
Enterprise Providers
• ExactTarget
• Pardot
• Marketo
• Eloqua
![Page 49: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/49.jpg)
© 501 Commons
Enterprise Providers
• What makes a provider Enterprise?• Marketing automation• Private IP address• Dedicated support• Multiple users• Internationalization• Dynamic content• Content syndication• Multi-channel marketing• Much more expensive!
![Page 50: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/50.jpg)
© 501 Commons
Mobile Email
Around 40% in the U.S. read email on a mobile device
The trend continues to shift more toward mobile and tablet devices
Subscribers are more likely to interact with your content if it’s been designed with mobile in mind
MailChimp Website – Email on Mobile Devices (2011)
![Page 51: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/51.jpg)
© 501 Commons
Mobile Email
Differences of opinion on layouts
One column or multi-column?
Mailchimp says multiple columns are better
Campaign Monitor says a single column is better
Part of the difference is due to how studies were conducted and habits of the users
![Page 52: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/52.jpg)
© 501 Commons
Mobile Email
In general, web design is moving toward very simple layouts
End users have more control than ever over your presentation
Many large-scale email senders rely on very basic designs with a minimum of images
Usually you need to adjust the stylesheet to get more precise rendering
![Page 53: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/53.jpg)
© 501 Commons
Mobile Email - Takeaways
Simple designs work best
Either one or two columns will probably work fine
Links and buttons should be large enough to tap on
Fine tune with CSS
![Page 54: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/54.jpg)
© 501 Commons
A Word About HTML
• Someone on your staff should know basic to intermediate HTML/CSS
• Almost all issues with formatting / layouts can be fixed through editing HTML
• It’s very hard to get the same level of control using a visual editor alone
• Designing responsive templates requires knowledge of HTML and CSS
![Page 55: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/55.jpg)
© 501 Commons
Content is King
A beautifully rendered design is no substitute for timely, relevant and engaging content!
![Page 56: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/56.jpg)
© 501 Commons
Define your Requirements
• One or Many Lists?
• Number of subscribers
• Frequency and size of sends
• Integration requirements
• Level of staff skill
• Automation
• Dynamic content
• Available budget
![Page 57: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/57.jpg)
© 501 Commons
Tastes Vary!
In working with nonprofits over the years, the subjective impression seems to matter at least as much as features or even cost.
People do tend to choose a platform they just connect with and find intuitive.
![Page 58: 501 Talks Tech 2014 - Broadcast Email Providers](https://reader036.vdocuments.site/reader036/viewer/2022062319/558bff6ad8b42afd1c8b4649/html5/thumbnails/58.jpg)
© 501 Commons
Resources
MailChimp http://
mailchimp.com/resources/research/email-on-mobile-devices/html/ http://templates.mailchimp.com/development/html/
Campaign Monitor https://www.campaignmonitor.com/guides/mobile/ https://www.campaignmonitor.com/guides/coding/
iContact https://
www.icontact.com/resources/email-and-social-media-marketing-best-practices
501 Commons – 501commons.org 501 Commons events & trainings Statewide Nonprofit Resource Directory Tech Knowledge Center