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Strategy for Email Messages

Strategy for Email Messages. Summerlee Walter Communications Coordinator Episcopal Diocese of North Carolina. What types of emails do you like to receive?. What do we send?. Messages from the clergy. Weekly e-news. Weekly lectionary. Event-specific emails. Reminders to servers.

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Strategy for Email Messages

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  1. Strategy for Email Messages Summerlee Walter Communications Coordinator Episcopal Diocese of North Carolina

  2. What types of emails do you like to receive?

  3. What do we send? • Messages from the clergy • Weekly e-news • Weekly lectionary • Event-specific emails • Reminders to servers • Monthly newsletters • Concert/public events • Prayer lists • Fundraising • Children/youth updates • Notices to deans, vestry, committees • Seasonal offerings

  4. Email trends for 2019 • Increased personalization • Quality over quantity • Increased mobile traffic • FUN!

  5. Know 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?

  6. List Segmentation • Send the right people the content they need when they need it.

  7. List Segmentation • Weekly e-news • Weekly lectionary • Acolytes, lectors and servers • Children’s and youth ministry • Vestry • Prayer list • Emergency/inclement weather • Seasonal offerings • Preschool/day school • Spanish-language • Capital campaign/annual campaign • Concert series, community events, etc.

  8. List Management • Who manages the lists? • Who emails the list? • How do you handle teams of people with access? • Where are the lists managed? • Email marketing software • Database • Customer relationship management (CRM) software

  9. User Experience • Use a responsive template • > 2/3 of emails are opened on phones/tablets • Pdfs are very difficult to read on a phone • MailChimp free: 2,000 subscribers + 12,000 emails per month • Avoid clustering links in copy

  10. User Experience • Link to videos instead of embedding • Clean, well-organized design • Regular sections with headers • Delineate sections with color, graphic elements • For e-news: • Establish submission guidelines to reduce clutter • Include short text with links to website

  11. GDPR • General Data Protection Regulation • 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. • Opt-in only

  12. Audience Engagement • Industry average open rate: 25.33%* • Industry average click-through rate: 2.92%* *Source: MailChimp, March 2018 https://mailchimp.com/resources/email-marketing- benchmarks/

  13. How do I get more opens? • Caveat: Opens are not the ultimate goal • 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 • Design a pleasant, easy-to-navigate user experience

  14. Engaging Subject Lines • Include the publication name • Be descriptive – All writing needs a hook • Shorter is better, esp. for mobile readers • Most email apps display 30-40 characters* • Don’t forget about preheader text! • Emojis • Test your subject lines (even if you can’t A/B test) *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/

  15. Questions?

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