Summerlee Walter Communications Coordinator Episcopal Diocese of North Carolina What types of emails do you like to receive What do we send Weekly enews Eventspecific emails Monthly newsletters ID: 781781
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Slide1
Strategy for Email Messages
Summerlee
Walter
Communications Coordinator
Episcopal Diocese of North Carolina
Slide2What types of emails do you like to receive?
Slide3What do we send?
Weekly e-news
Event-specific emails
Monthly newsletters
Prayer lists
Children/youth updates
Reminders to servers
Weekly lectionary
Messages from the clergy
Fundraising
Notices to deans, vestry, committees
Concert/public events
Seasonal offerings
Slide4Email trends for 2019
Increased personalization
Quality over quantity
Increased m
obile traffic
FUN!
Slide5Know Your Audience
Who is reading the emails?
Who is not reading the emails, and why?
How many audiences do you really have?
How many emails do they want to receive, and how often?
Slide6List Segmentation
Send the right people the content they need when they need it.
Slide7List Segmentation
Weekly e-news
Weekly
lectionary
Acolytes, lectors and
servers
Preschool/day
school
Spanish-language
Capital
campaign/annual campaign
Concert series, community events, etc.Children’s and youth
ministry
Vestry
Prayer list
Emergency/inclement
weather
Seasonal offerings
Slide8List Management
Who manages the lists?
Where are the lists managed?
Email marketing software
Database
Customer relationship management (CRM) software
Who emails the list?
How do you handle teams of people with access?
Slide9User Experience
Use a responsive template
> 2/3 of emails are opened on phones/tablets
Avoid clustering links in copy
Pdfs are very difficult to read on a phone
MailChimp
free: 2,000 subscribers + 12,000 emails per month
Slide10User Experience
For e-news:
Establish submission guidelines to reduce clutter
Include short text with links to website
Link to videos instead of
embedding
Clean, well-organized design
Regular sections with headers
Delineate sections with color, graphic elements
Slide11GDPR
General Data Protection Regulation
Opt-in only
Sets strict standards for collecting and using personal data
Currently applies only to citizens of the EU, but California is expected to implement even stricter standards this year.
Slide12Audience Engagement
Industry average open rate:
25.33%*
Industry average click-through rate:
2.92%*
*Source:
M
ailChimp
, March
2018 https://
mailchimp.com/resources/email-marketing- benchmarks/
Slide13How do I get more opens?
Provide content relevant to your audience
Send on a regular schedule
How often should you email your list?
Make your email the go-to source of information
Caveat: Opens are not the ultimate goal
Design a pleasant, easy-to-navigate user experience
Slide14Engaging Subject Lines
Shorter is better, esp. for mobile readers
Test your subject lines (even if you can’t A/B test)
Include the publication name
Be descriptive – All writing needs a hook
Most email apps display 30-40 characters*
*Source:
Campaign Monitor,
May 7,
2018
https://www.campaignmonitor.com/blog/email-marketing/2018/05/7-data-backed-ways-to-write-email-subject-lines-that-boost-open-rates/
Don’t forget about
preheader text!
Emojis
Slide15Questions?