E MarketingE Newsletter and E-Surveys Are They For You???
What is E Marketing • The Use of Email To: • Market your club to others • Communicate with your members • Promote your events • Determine your policies
Why Should You Be Using It? • Saves money on postage • Keeps your name and purpose in front of members and potential members • Provides a quick and easy to use information platform • Lets you customize your message to a targeted audience
Ability to obtain almost instantaneous feedback • It can be very effective • Low time and man hours expenditure • Emails are an accepted way of communication, especially among the younger generation
Two Methods • Do It Yourself • Requires time, expertise and training • May save you money • May or may not look professional • Limitations on monitoring success of email delivery
Requirements • Need to find a person to do the job • Need to create an “organization” template (your logo, your look) • Need familiarity with importing graphics and information and successfully sending them to others • Dependence on a person with expertise and, or finding a person with expertise.
Subscriber Service • Advantages • Requires less expertise • More monitoring features • Ease of use allows multiple people to learn system • Often looks more professional
Subscriber Services • Ability to continually reproduce your exact organization image • Disadvantages • It costs money • Some limitations on ability to customize
What Should You Look For? • Your Style • Ability to use or pick from a variety of templates with some customizing features • You may want organization colors, font size and font style that your group uses and to your club logo
Easy Content Addition and Manipulation • Move, add, delete or change layout easily (point , drag and drop) • Be able to “block items” • Ability to add pictures(May cost more) • Ability to modify template with your own HTML email design to further customize and realize your organization look
Contents of Email List • Needs to have list importation features (from spread sheet or from current outlook express or other email groupings) • Should have ability to integrate with your web site using a “join my list” visitor sign up box on web site • Have a “forward to a friend” link on each email sent
Additional Contents • Ability to have several email groups Ex. Members VS Non Members • Ability to easily to add or delete from those groups • Ability to store other information besides just email addresses (phone numbers, address info, ect.)
Ability to safely subscribe or unsubscribe for those receiving your Enews. • Email lists must be safe and not for sale • Ability to find which emails “bounced” or failed to be delivered so that you can clean up your list.
Delivery Monitoring • Format testing (to make sure everything including the graphics makes it through as sent) • Help in dealing with other internet providers if problems do occur • A company that stays up to date with email sending laws
Tracking and Reporting Very Important • See who opened your email and what items they clicked on • Helps you develop interesting and member relevant content • Find how many people opted out of your email service
Tracking & Reporting Continued • How many people forwarded the information to another person • The ability to archive old ENews send outs so that people can access them. • Archives can be accessible from web page
On Line Surveys Value • Determine how your members feel about an issue • Instill a feeling of member contribution and participation • Get feed back on how to improve services and events
What To Look For • Pre made templates with: Ability to easily: • Change questions • Monitor results • Use of graphs to show results • Export results to other formats
Also… • Analyze your information using your own filters • Ability to rank information numerically (on a scale of one to ten how do you feel) • Single answers or multiple answers • Ability to skip a question
What’s This Going To Cost Me? Things to look for • What does the basic package include? • What do add ons Cost me? (Ex. more graphics, better monitoring) • How many Enews can I send per month?
$$ • How many people can I send Enews to? (the larger your list the higher your monthly fee) • Will add on or forward features increase your list size and perhaps exceed your budget?
$$ • Look for “packaged” items for reduced cost (Enews plus survey for discount) • Discounts for Non Profits and prepayment • How good is the support?
Its Cheap! Your Email List Size Your Low Monthly Fee Email Marketing* Survey** Bundle** 0-500 $15 $15 $30 $22.50 501-2,500 $30 $30 $45.00 2,501-5,000 $50 $50 $100 $75.00 5,001-10,000 $75 $75 $150 $112.50 10,001-25,000 $150 $150 $300 $225.00 25,000+ Call for Special Pricing Prepay Options*** Standard Prepay Nonprofit/Education 6 Month Prepay 10% Discount 20% Discount 12 Month Prepay 15% Discount 30% Discountu
Ethics and Email Lists • Develop a policy on Enews lists and the monitoring of your Enews • Sale or sharing of lists • What you will monitor and what you will do with that information • How far you go in finding out what an individual opens or answers
How often do you send Enews? • How often you do surveys? • The Goal is to keep your name in front of your members while providing quality information and interaction. • They will only open it if it is something of value • Don’t over due it
Pitfalls • E News will not replace a “hold in your hand” newsletter. • Remember that not everyone uses email. • Your risk losing non computer literate members if you rely too much on E news. • People like a “hold in your hand newsletter.”
Member Vs Non Member Enews and Content • If you give Non Members too much information they will have no reason to pay dues to join your organization. You should decide how much and what information you put in Enews.
Summary • Great communication tool • Inexpensive and easy to use • Makes you look professional • Can boost membership, attendance and membership retention • Can save you money • Can make you money
Vendors • Constantcontact.com • iContact.com