MailChimp Basics. A step by step guide to MailChimp Course developed by Virginia Ridley

Transcription

1 MailChimp Basics A step by step guide to MailChimp Course developed by Virginia Ridley

2 By the end of this course you will: Know why a newsletter is important Have a brief understanding of Canada s Anti Spam Legislation (CASL) Have a MailChimp account Have built a basic newsletter template Have a few subscribers to your newsletter Be able to create sign up forms for social media Be able to create sign up forms for your website Know how to access reports Recognize signs of success

3 Canada s Anti-Spam Legislation Information about Canadian Anti Spam Legislation (CASL) from Mail Chimp s Website

4 Liability There are new consequences for spammers, including fines of $1-10M per violation. It's important to note that individuals and companies, including directors, officers and other agents, are responsible and liable for the messages they send. During the transitional period, the Canadian Radio-Television and Telecommunications Commission (CRTC), the Competition Bureau, and the Office of the Privacy Commissioner of Canada, may investigate and litigate against entities who don't adhere to CASL. After July 1, 2017, any individual will also be able to sue any entity they believe is sending spam messages.

5 What's covered under CASL CASL regulations apply to any "Commercial Electronic Message" (CEM) sent from or to Canadian computers and devices in Canada. Messages routed through Canadian computer systems are not subject to this law. A CEM is any message that: is in an electronic format, including s, instant messages, text messages, and some social media communications; is sent to an electronic address, including addresses, instant message accounts, phone accounts, and social media accounts; and contains a message encouraging recipients to take part in some type of commercial activity, including the promotion of products, services, people/personas, companies, or organizations. Fax messages and fax numbers aren't considered electronic formats or addresses under CASL.

6 Exempt messages These types of electronic messages are exempt from CASL for various reasons. Please note that not all of these are allowable under MailChimp's Terms of Use. Messages to family or a person with established personal relationship. Messages to an employee, consultant, or person associated with your business. Responses to a current customer, or someone who has inquired in the last six months. Messages that will be opened or accessed in a foreign country, including the U.S., China, and most of Europe.

7 Exempt messages continued Messages sent on behalf of a charity or political organization for the purposes of raising funds or soliciting contributions. Messages attempting to enforce a legal right or court order. Messages that provide warranty, recall, safety, or security information about a product or service purchased by the recipient. Messages that provide information about a purchase, subscription, membership, account, loan, or other ongoing relationship, including delivery of product updates or upgrades. A single message to a recipient without an existing relationship on the basis of a referral. The full name of the referring person must be disclosed in the message. The referrer may be family or have another relationship with the person to whom you're sending. If your message does not meet one of these criteria, consent is required under CASL.

8 Implied vs. Express Consent The law defines two types of consent: implied and express. Implied consent is a looser interpretation, whereas express consent requires action from both sender and recipient. Implied consent includes when: A recipient has purchased a product, service or made another business deal, contract, or membership with your organization in the last 24 months; You are a registered charity or political organization, and the recipient has made a donation or gift, has volunteered, or attended a meeting organized by you; or A professional message is sent to someone whose address was given to you, or is conspicuously published, and who hasn't published or told you that they don't want unsolicited messages. If your recipients don't meet any of the above criteria, then express consent is required before you can send campaigns to them.

9 Express consent means written or oral agreement to receive specific types of messages, for example "You want to receive monthly newsletters and weekly discount notifications from Company B. Express consent is only valid if the following information is included with your request for consent: A clear and concise description of your purpose in obtaining consent A description of messages you'll be sending Requestor's name and contact information (physical mailing address and telephone number, address, or website URL) A statement that the recipient may unsubscribe at any time.

10 The requestor can be you or someone for whom you're asking. If you're requesting consent on behalf of a client, the client's name and contact information must be included with the consent request. During the transition period, July 1, 2014-July 1, 2017, you may continue to send messages to recipients from whom you have implied consent, unless they unsubscribe. After the 2017 cut-off date, you may only send to recipients with express consent or whose implied consent is currently valid under CASL that is, 24 months after a purchase or six months after an inquiry.

11 MailChimp Terms of Use In many cases, MailChimp's Terms of Use are more strict than what's outlined in CASL, particularly regarding third-parties and implied consent. As a rule of thumb, you want to have written permission from every subscriber. Sticking to MailChimp's policies is not only required, it also helps improve your campaign deliverability and subscriber engagement.

12 MailChimp Terms of Use continued Here are some of MailChimp's Terms that differ from CASL. Customers must have made a purchase within the last 12 months. Inquiries without a purchase don't count as permission. Family members and friends still need to provide written permission. Non-profit organizations, political groups, and courts still need to secure written permission from recipients. Referrals and published addresses are considered third-party, and therefore, not allowed. Oral agreement to receive messages does not qualify as permission.

13 Additional Requirements In addition to understanding what qualifies as a CASL-regulated message, and what type of consent is needed, there are a few other details to keep in mind. You must retain a record of consent confirmations. When requesting consent, checkboxes cannot be pre-filled to suggest consent. Each subscriber must check the box themselves for consent to be valid. All messages sent must include your name, the person on whose behalf you are sending (if any), your physical mailing address and your telephone number, address, or website URL. All messages sent after consent must also include an unsubscribe mechanism, and unsubscribes must be processed within 10 days.

14 What does this mean for you? If your s have any commercial content then they may be subject to Canadian Anti Spam Legislation If someone wants to be removed, remove them Do not sign up individuals who are not members without their consent You do not have the right to share your list with another organization MailChimp is a tool which allows easy compliance with the legislation unsubscribe options, sign up forms, blind messaging, and legal disclaimers

15 Why send out a newsletter?

16 Update members Engage readers Build and maintain relationships Promote upcoming events and opportunities Others?

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27 Designing your Newsletters should have some degree of consistency. Decide which elements will be regular elements and which will change. Some ideas: A regular update Upcoming events Health & Safety Messages Items to watch

28 Once you have designed and entered content into your newsletter always send to someone for review. MailChimp allows you to test a campaign and get feedback by sending to only specific people.

29 A quick note about design: Even if you don t have the skills or programs to design an amazing custom header image, you can create a pretty good looking one using original photography and MailChimp. There are many people who can create a custom image for you survey your members, family and friends, or consider hiring someone to create this for you.

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32 Why MailChimp? Now that you have designed your newsletter, let s talk about MailChimp functionality

33 Separates Lists and Campaigns Assign different editors Easy forwarding and social sharing Integration to website Fundraising integration

34 MailChimp tracks opens and clicks.

35 MailChimp reports on when people are reading your .

36 MailChimp tells you what your readers are interested in.

37 MailChimp tracks your social performance.

38 Sign up Forms

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40 General Form

41 Website Integration

42 Extras! Facebook Twitter Website Survey Monkey Eventbrite These extra integrations can be found in Account> Integrations

43 Last words of advice Learn by doing Google can be your friend When you see something successful ask which tools they are using Read your reports learn what people are interested in, and who is interested Try new things and measure your successes