Engaging Networks service Marta Fornal de Seixas

Transcription

1 Engaging Networks service Marta Fornal de Seixas

2 What we'll look at... Why is important The main features and benefits of the Engaging Networks tool Technology overview behind the scenes Setting up best practice Testing deliverability and presentation Sending a broadcast Conditional content & split testing greater open rates segmentation Analyze performance with reporting Into the software

3 Why is (still) important Everyone has an address An address is a unique identifier is private, and Is a direct form of communication between you and your supporter; However... Most of the sent is unwanted SPAM. Don't be seen as part of that statistic!

4 tool overview An easy way to reach all your supporters Customized, branded s Content personalization via profiles and conditional content Higher conversions on prepopulated pages Political data mapping to customize s with political data Flexible tool for segmenting Main features Wide range of edi4ng tools Advanced list builder Condi4onal campaign Split test campaign triggers Comprehensive repor4ng tools

5 Technology overview A lot goes on behind the scenes... Power MTA technology Thousands of s per minute Multiple IPs sending Bounce and suppression management Deliverability consultants Don t forget SPF!

6 Examples

7 Examples

8 Setting up key points & best practice Use tables to lay out your content Both and landing pages can be fully mobile responsive important! Personalized s bring beber results Strategic use of images, balance between content and visuals Avoid video Use inline CSS Provide an easy way to unsubscribe Monitor your return sta4s4cs

9 Adding links Make them prominent If using images, make sure there is a text link nearby, alt atribute Track all links with our built in tools always include easy to find unsubscribe option View in browser link

10 Deliverability and presentation Test your using various clients test tool Some clients require specific styling (paragraphs in Yahoo use margin- bobom and line- height) Op4mize for mobile (use single column or tables for layout styling) Test condi4onal content using live send process Test deliverability (spam filters) Useful tools:

11 Data management & segmented s Import and tag your data Manage your opt in records appropriately Filter out unsubscribed records A wide range of filtering tools helps to define recipients list for your s Sending to people in a specific region, country Sending to supporters who supported previously launched campaign Differentiating s based on the channel supporters came from using tracking parameters

12 Analyze performance using reporting tools Access detailed reports for all s Try split tes4ng and analyze repor4ng for each template to determine which format is the most successful Track your links to get to know your audience and op4mize future s Export supporter data

13 Analyze performance using reporting tools

14 Getting into inboxes managing your data Good delivery prac4ces SPF Monitoring complaints / Feedback Old records Unsubscribes

15 Greater open rates with conditional content Profiles: Ac4vity Form data Ques4ons Tracking values Condi4onal content: Swapping for massages that match profiles Tailored messages Increased response rates Increased par4cipa4on Recogni4on to ac4ve supporters

16 Testing responses with split testing How it works? testing different messaging, branding, layouts, subjects sending to a fraction of recipients list to test effectiveness Comparing results to identify the most effective template One click to send winner template to remaining supporters Why use it? creating more effective messaging increasing open rates by testing different wording and branding of messages determining more successful subject lines optimize your templates for your audience (Greenpeace example)

17 Automate s with triggers How it works? Automated s based on set of filters Sequence of s scheduled to go out in intervals trigger prioritisation Why use it? Welcome series Higher donor messages Campaign close notification and update Card expired Birthday s

18 Questions?