email for small charities: building, segmenting and targeting your lists
DESCRIPTION
Branislava Milosevic, Save the Children Communications on a shoestring conference www.charitycomms.org.uk/eventsTRANSCRIPT
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Communications on a Shoestring
Conference
27 June, 2012, London
#shoestringcomms
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Email for small charities
Branislava MilosevicHead of Digital
Save the Children@bubana
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Email communications
Email is still the main quality source of income and traffic to websites
And no, Facebook didn’t kill the email star (yet)
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Email planning considerations
(How) are you collecting emails?Segmentation - how best can you segment emails?Objective and related KPIsResponse options – donation, action, tweet?Testing with purpose - what tests might best inform
your future activity?Integration - how does your email fit with other
communications?Frequency of emailHow well are you managing deliverability?
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Subject Line Think mobile Personalisation Silos are totally not cool Test, Test, Test Make sign-up easy and legal
Email top tips
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Types of email
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Mobile templates
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Case study
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Newsletter
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Crisatunity
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Group work
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Email planning considerations
Divide into groups Choose an email to plan
◦ Segmentation - Who are you sending it to?
◦ Call to action (CTA) What do you want them to do?
◦ What content do you need/will you send?
◦ Can you do any useful testing?◦ How will you evaluate the success?
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