Broadcast email service

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Broadcast email service Core tools
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Agenda

• Introduction email tool and its main features
• Setting up and sending a simple broadcast email
• Achieving greater open rates with conditional
  content
• Email segmentation
• Testing response using split testing
• Automate emails with email triggers
• Analyse emails performance with reporting
• Questions

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Email tool overview

• An easy way of reaching supporters
• Customised branded emails
• Personal feel with inserted user information
• Prepopulating form fields
• Increasing click through rates with use of images
• Political data mapping to customise emails with
  political data

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Setting up email - Key points

• Set up your email message
• Insert tracking links, images, dynamic content
  (data)
• Test your email
• Identify recipients list using advanced list
  builder
• Send the email
• Check reporting

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Greater open rates with conditional content

• Key points
• Create profiles
• Create an email and relevant copy blocks
• Assign copy blocks to relevant profiles
• Run profiles
• Send out email to your supporters database

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Sending out segmented emails

• A wide range of filtering tools helps to define
  recipients list for your emails
• Sending to people in a specific region, country
• Sending to supporters who supported previously
  launched campaign
• Differentiating emails based on the channel
  supporters came from using tracking parameters

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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 generate rest of emails using the
  most successful template

• 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 email templates for your audience
  (Greenpeace)

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Split testing - key points

• Set up individual emails (different messages,
  different subjects)
• Test individual emails
• Set up split test identify percentage of the
  list for each of the templates you are testing
• Review the results
• Send the most successful template to the rest of
  the list

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Automate emails with email triggers

• How it works?
• Automated emails to specific supporters at
  specific times, at specific intervals
• Emails triggered by your supporters behaviour or
  based on user data
• Sequence of emails
• No need to select the recipients list for every
  email in the sequence
• Reporting for each triggered email

• Why use it
• Tailor communications with any strategic
  objective
• Automate the process of reaching out to
  supporters
• Save time - you dont have to manually send
  emails
• Increase open rates and action response rates
• Grow supporters database and increase their
  activity level
• Increasing campaigner to donor conversion rates
• Engaging your supporters on issues that are
  relevant to them

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Automate emails with email triggers

• Examples
• Engage new supporters with welcome series
• Convert activists into donors
• Send out monthly e-newsletters to opted in
  supporters
• Recognise donors when their donation level
  reaches a certain amount
• Reach out to inactive supporters
• Notify supporters about closed actions and
  provide update
• Send information to supporters that request them

• PETA welcome series
• Welcome email (day 1) - goes out to new joins -
  this group of supporters gets an email the next
  morning to say welcome
• Join PETA (day 3) - Three days later the same
  population gets an email asking them to join PETA
  i.e. make a donation
• More resources (day 7)- 7 days later the same
  population gets an email with more resources they
  can find on our website

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Email triggers key points

• Set up individual email(s)
• Test emails
• Set up triggers
• Select trigger criteria
• Schedule the trigger frequency, date, offset
  days
• Prioritise triggers (if more than 1 in the
  account)
• Activate trigger

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Analyse your email performance using broadcast
reporting

• Access detailed reports for all emails
• You will be able to evaluate your emails to see
  which ones work best for your organisation
• Try the split test option for email sending and
  look at the reporting for each template to see
  which format is more successful
• Use the tracked links insert tool to get the
  most of the broadcast
• Export broadcast related supporter data

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Good to know

• SPF records
• Spoofing emails pretending to send emails
  from an email domain that is not within our
  control
• Improve deliverability by creating and
  implementing an SPF record for your sending
  domains add EN mail servers (IP address)
• Alternative create a specific email domain
• Create DNS host record confirming that EN servers
  manage mail for that domain
• Create SPF record to further improve
  deliverability

• An increasing percentage of email domains
  maintain SPF records (50 post filtered mail in
  2009 according to Wikipedia) and the number is
  growing. Its not known what percentage of email
  servers check the SPF records for all incoming
  emails. A relatively small percentage of servers
  completely reject mail if an SPF check fails.
• Key points
• Create an SPF record (text file)
• Add the text file to your DNS record

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Our mail servers

• Good to know
• We handle 11k emails per minute
• Bounce categorisation default set to 16
• Email suppressions between 1 and 3 bounces
  (depending on the type of bounce)
• 1 hard bounce (invalid email)
• 3 soft bounce (connection error)

• PoverMTA managing email deliverability
• Set unique deliverability settings
• Build positive sending reputation
• See real time delivery metrics
• Notification of potential delivery issues
• Automated process of handling delivery issues
• Supports the latest technologies for email
  authentication
• Separating illegitimate senders
• Cryptography to digitally certify message
  authenticity

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Questions
?