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The Do’s and Don’ts of Email Communications

The Do’s and Don’ts of Email Communications. Presented by Dina M. Lewis, CAE Distilled Logic, LLC To The Council of State Executive Directors of the NRPA. Agenda. A Case for an Email Strategy Tips for Managing Incoming Email Tips for Managing Internal Email Focus on Outgoing Email

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The Do’s and Don’ts of Email Communications

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  1. The Do’s and Don’ts of Email Communications Presented by Dina M. Lewis, CAE Distilled Logic, LLC To The Council of State Executive Directors of the NRPA

  2. Agenda • A Case for an Email Strategy • Tips for Managing Incoming Email • Tips for Managing Internal Email • Focus on Outgoing Email • Protecting your brand • Managing your lists • Using emails or newsletters • Newsletter Do’s and Don’ts • Resources You Can Use

  3. Ways you communicate • Face-to-face • Telephone • Magazine and/or newsletter • Publications—editorial & advertising • Events • Fax blasts • Website • Email

  4. Why a strategy? • Email volume in the United States is projected to nearly double from 1.5 trillion in 2003, to 2.7 trillion in 2007(eMarketer) • Some 94% of online women and 88% of online men use email. (Pew Internet) • 81% of associations are using websites and email to share information with members (ASAE)

  5. Why a strategy? Gilbert Email Manifesto Rule #1: Resources spent on email are more valuable than the same resources spent on Web Rule #2: Build website around an email strategy Rule #3: Email oriented thinking will yield better strategic thinking overall. Email is the new homepage.

  6. Incoming EmailGoals • Efficient intake and processing of member/market correspondence • Facilitating a responsive process for incoming correspondence • Tracking email correspondence for business intelligence • Protecting your staff from email that is undesirable, inappropriate, or solicitous • Ensuring member/constituent emails get to recipient

  7. Incoming EmailControls Email Management • Out of office rules • System Policies - Mailbox size, attachment format & size restrictions • Desktop - Filters, Sorting, Filing & Management • Form responses, customer service requests, member service, information requests, comments/feedback • Workflow for managing types of incoming mail (e.g., info@) Standardize Customer Response • Staff, temps and interns • Receptionist, front desk, help desk • Response times: auto-response = fast or manual = slower • Customized or Generic

  8. Internal Email Goals • Promote efficient use of the tool • Communication with remote or road warrior personnel • Facilitate telework • Protect the organization, infrastructure, and staff from compromise • Cultural changes, communication breakdown, poor management • Staff-to-staff solicitation, harassment • Storage overload

  9. Outbound EmailGoals • Create/Sustain brand awareness • Call to action • Share information • Persuade/Change opinion • Sell/Raise money

  10. Brand/Call to Action

  11. To inform

  12. Persuade

  13. Sell/Raise Money

  14. Outbound EmailManagement • Control distribution • Manage lists • Ensure message unity • Protect organizational brand

  15. Outbound EmailManage Lists • Let registered users/members manage Opt-in and email address changes via website • Use Subject Line to remind recipients to reply for Double Opt-In • Attend to Opt-outs immediately

  16. Outbound EmailManage Lists • Ask for preferred email address and state how you will use it • Implement Opt-in or Double Opt-in

  17. Outbound EmailProtect Brand • Train staff on editorial standards, language, grammar, etc. • Create an approval policy for mass emails • Establish a communications calendar

  18. Email or Newsletter? • Do you have the content? • Can you support a regular editorial schedule? • Is your content “news they can use?” • Is there a genuine demand? Content is King Offer value, not aesthetics

  19. Email Marketing Insert rotating signatures in emails

  20. Email Marketing Targeted email campaign considerations • What is your level of familiarity with the audience? • Is the email expected? • What is their tolerance level? • What type of format can they accept? • Have they opted-In?

  21. More List Management Ideas • User profile storage and segmentation capability • List integrity – bounce handling • User activity tracking – click through and conversion to action • Ability to integrate with databases • Staff access levels & workflow controls

  22. Newsletter Examples

  23. Newsletter Examples

  24. Newsletter Examples

  25. Newsletter Do’s and Don’ts • Do send with the “right” frequency • Don’t offer only one format • Do write to facilitate scanning • Don’t email without permission • Do track your results • Do strike a balance between content & promotion

  26. Newsletter Support • www.constantcontact.com • www.gammadyne.com • www.getactive.com • www.group-mail.com • www.informz.com • www.kintera.com • www.lyris.com • www.magnetmail.com • www.verticalresponse.com

  27. Other Resources General • www.crmguru.com • www.gilbert.org • www.pewinternet.org Email/Marketing • www.clickz.com • www.marketingsherpa.com • www.sensible.com • www.useit.com • www.wilsonweb.com

  28. Thank you! Dina Lewis, CAE dina@distilledlogic.net 202/320-3060 www.distilledlogic.net

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