Sue Fidler

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Sue Fidler sue_at_suefidler.com 07889
350285 www.suefidler.com www.charityemail.co.uk
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Why?
Great for fast communications, - nearly all
opens are within first 24rs Good for
repeat/follow up messages Good reporting who
and what Good for calls to action - campaigns
and appeals Spreading the Word - Forward to a
friend
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CHEAP!
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DESIGN
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MESSAGES
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Writing and Tone
Email is normally less formal than print Email
is considered very personal (2nd after SMS) KISS
short sentences, paragraphs and calls to
action Obvious calls to action/find out
more Consistent tone, author, style and FROM
address
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DELIVERY and COMPLIANCE
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• Delivery The mechanism used to send
• and deliver bulk emails
• Three methods
• Outlook/Eudora/Lotus/other PC/pop3 based email
  system
• In-House bulk email broadcast software
• ASP bulk email broadcast software
• (known as Email Service Provider)

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What are you looking for?
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Is it fit for purpose?
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OUTLOOKIS BAD
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OUTLOOKIS BAD FOR BULK EMAILS
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• Compliance Making your email legal and
  acceptable
• Data Protection Act (DPA) in EU
• OPT IN
• PROOF
• UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!)
• RIGHT TO SEE RECORD

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• Compliance
• Data Control
• Who can get to the data
• What might they use it for?
• Are all copies of the address book kept up to
  date
• Update the unsubscribes on all databases
• Who is sending what and when and to whom?
• Step 1 e-comms strategy
• step 2 comms strategy

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• Compliance
• SPAM
• DPA
• Know where the addresses came from
• Send from a registered email broadcast service
• - NOT YOUR IT SERVER

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• Compliance
• Accessibility
• HTML and Text version
• Web version
• Alt tags on the images
• Contrast, links underlined
• Unsubscribe and subscription management

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• Compliance
• User Friendly
• Clear layout and branding
• Regular FROM address
• Regular Subject Line
• Links all work

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• Compliance
• Frequency
• How often can you send?
• Enews daily, weekly, monthly
• Viral taster, reminder
• Campaigns taster, reminder, updates

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• Compliance
• Audience Choice
• HOW post/phone/email/SMS
• WHAT news/campaigns/fundraising
• WHEN how often

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• Compliance
• Audience Choice for email
• Format HTML/TEXT
• What news/campaigns/fundraising
• When how often
• Subscription Management
• UNSUBSCRIBE

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• Compliance
• Format - HTML, TEXT or both?
• UK, USA, Europe, Eastern Europe etc etc
• HTML and TEXT
• Africa, Asia, South America
• HTML and TEXT
• Audience Choice

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• Names where do you get them?
• Online sign up
• Offer email URL on every piece of
• paper/poster/leaflet
• Offer email opt in via EVERY response
• mechanism mail, web, phone
• Existing paper-based newsletter
• Swap names with peers
• Get article in press or other newsletters
• Buy lists

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• RECAP
• OUTLOOK IS BAD (ESP Email Delivery is best)
• DPA/Data control
• Accessibility and usability
• HTML AND TEXT
• OFFER AUDIENCE CHOICE
• Build your own lists

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• 4 Papers
• Why eMail?
• Best Practice for Sending eMails
• Best Practice for Designing eMails
• Data Protection
• www.charityemail.co.uk

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Sue Fidler sue_at_suefidler.com 07889
350285 www.suefidler.com www.charityemail.co.uk