Expert Advice

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• Expert Advice
• Worth Looking At Again
• For Discussion July 2004 Meeting

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Mentioned By Numerous ExpertsWhats The Plan?

• Does everyone understand your plan?
• Did listeners help create your plan?
• Do you have measurable goals?

• Objectives
• Goals
• Strategies
• Tactics

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From Ben McConnell, Creating Customer
EvangelistsCreate A Strong Value Proposition
for Your E-Newsletter

• Strong
• Our daily and weekly email alerts keep you
  informed of upcoming guests, program topics and
  local appearances of your favorite station
  personalities.
• Weak
• Sign up for our latest press releases and news.
  Or Free email newsletter.

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NCPR Sign Up Example
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(No Transcript)
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Sample of strong copywriting for an opt-in box
From Anne Holland, MarketingSherpa.com
TEST, TEST, TEST Be Sure To Test your opt in copy
and graphics
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From Sophie Miller, Return PathEmail List
Hygiene Is Important!

• Collect Data Cleanly / Use ECOA / Monitor
  Bounces and Merge Purge / Clean Regularly
• Dead domain suppression (_at_excite.com)
• Format correction (_at_aol.cmo)
• Common typos
• Validation (is john_at_yagoo.com really
  john_at_yahoo.com)
• De-duping and merge/purge

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Printing E-Mail on Renewal Forms Helps Keep Data
Clean
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From Bill Pease, Chief Technology Officer
GetActive SoftwareTips to Boost Delivery

• Use a persistent from address and tell
  subscribers as soon as they sign up (on confirm
  form and welcome e-mail) what that is
• Regularly encourage subscribers to add your from
  address to local whitelist or buddy list of
  approved senders Provide These Instructions
  Regularly
• Encourage Subscribers to update their profile
  (personalized links in every message no
  complicated log in)
• Consider Using Address Correction Services

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From Ben McConnell, Creating Customer
Evangelists E-Mail Is About Conversations

• Every email should have a good RAP
• Relevant Your listener has indicated an interest
  in the topic
• Anticipated People look forward to hearing from
  you
• Personal The messages are directly related to
  the individual

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From Nick Usborne, Author Net WordsUse A
Unique Human Voice Make It Personal

• WBFO Example
• "Listening to great programming on WBFO while
  sipping a big mug of coffee is a daily ritual for
  many people. How about you? I'm writing to invite
  you to be part of the WBFO 200 pound coffee
  challenge.
• Gets Personal 3 Ways

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From Nick Usborne, author Net Words Be Clear
Who Are You? What Do You Want Visitors /
Readers To Do?

• Dont Assume Site Visitors Really Know Who You
  Are / What You Do Have A Clear Statement
• Anticipate Readers Questions
• Once You Have Their Attention Tell Them What To
  Do
• Careful of Too Many Options

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From Ruth Presslaff, Presslaff Interactive
Revenue Make it Personal Friendly First
Impressions Count!
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(No Transcript)
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From David Herscott, MEA DigitalUse Segmentation
/ Personalization

• What is the 1 key data point?
• Yes Mail Study Response rates jumped as high
  as 14 from an average of 4 when there was an
  increase in personalization Interests, Past
  History, Message Frequency Preferences

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From Sheeraz Haji, GetActive Software CEOSeven
Strategies for Viral Marketing

• Humor Make me laugh
• Emotion - Appeal to my passions
• Educate So interesting that I have to share
• Whats Hot - Focus on something topical
• Incentives Pay me
• New media Catch my attention with audio, video,
  Flash
• Relationships Appeal to my sense of obligation

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MSPCA Flash Presentation
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Action Clearly Suggested
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NARAL Pro-Choice America Bush Birthday Card
campaign e-mail (96 of file received this HTML
version vs. text)
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(No Transcript)
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Anne Holland, MarketingSherpa.ComTEST, TEST,
TESTIdeas on What to Test

• Subject line
• From
• Wording of offer
• List Demographics
• Day of week time of day

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From Matt Johnson, AkibiaMap Out Your
Touch-Points
WXFM
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From Matt Johnson, Akibia After Mapping Touch
Points / Map Data Flow
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From Michael Gilbert, The Gilbert Center
Frictionless Fundraising Transparency