Recording: http://www.vimeo.com/9827302 Description: Join Rebecca Ruby Higman, Product Marketing Manager from Network for Good, for a presentation on how to take your emails from good to great. As supporters become increasingly web-savvy—and decreasingly engaged with printed material—it’s important for nonprofits to meet their base where they are: in their inboxes. Though social networks like Facebook and Twitter may be snagging headlines for big traffic, there is no doubt that email is ubiquitous. (Do you even know anyone anymore who lacks an email address?) With that in mind, there’s never been a better time for organizations to break the habit of relying on Microsoft Outlook or Gmail for e-newsletters and begin forging real relationships with supporters online. Rebecca will take you through the steps to demystify online outreach and provides practical tips for kicking off an email marketing program right away: • Learn how to choose the right email service • Get tips for growing your email contact list (the right ways!) • Develop stellar content that has subscribers waiting by their inboxes to receive your messages • Get your questions answered during a live Q&A

1. Good to Great Emails
Steps to Email Marketing Success
February 24, 2010

2. CanadaHelps.org
What is CanadaHelps?
A public charitable foundation that provides accessible and
affordable online technology to both donors and charities.
For Charities
A cost-effective means of raising funds online.
For Donors
A one-stop-shop for giving.
CanadaHelps is a charity helping charities.

3. Today’s Guest Presenter
Rebecca Higman
• Product Marketing Manager
• Network for Good

4. Reminders
You can hear us, but we can’t hear you
Type questions in the Questions Log
Webinar recording and slides
will be available on
www.mycharityconnects.org
Turn up your volume
For the best webinar experience, close all other applications.

5. 5 Steps to Email Success
1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Content
5. Test, Test, Test!
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6. Outlook
Doesn’t
Count!
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7. Wait… What’s wrong with Outlook?
1. Design
2. Blacklists
3. Spam/junk/bulk folder
4. Auto-replies!
5. CAN-SPAM compliance
6. Response
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8. The Ups of an Email Marketing Service
• Permission-based marketing
• Teams of people on your side
• Automation at its best
 List-building
 Response information
• Tracking
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9. 5 Steps to Email Success
1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Content
5. Test, Test, Test!
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10. Now who receives these emails?
• Make it easy, compelling and cool
• “Join our email list" everywhere
• The "people love free stuff" principle
• WOM-tastic
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12. Grow your Email List with Tell-A-Friend
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13. 5 Steps to Email Success
1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Content
5. Test, Test, Test!
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14. Common Sense Moment
Subscribers can’t read your campaign unless they open it!
• Choose your name
• Pick a usable reply-to
email address
• And the magic 8-10 words…
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15. The Power of the Subject Line
Express nature and urgency:
• Ask a question
• Be a tease
• Tell it like it is
• Get up close and personal
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16. The Power of the Subject Line
February Newsletter
or
5 Tips for Supporting Someone
in Treatment
16

17. 5 Steps to Email Success
1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Content
5. Test, Test, Test!
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18. Content is Still King
• Relevancy
• Personalizing beyond “Dear Bob”
• Text and images
(not one big image!)
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21. Make the Next Step Easy
Source: http://www.vijayweb.com/clickpost/descriptors.gif
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22. 5 Steps to Email Success
1. Choose the Right Tool
2. Build Your List
3. Understand “The Envelope”
4. Concentrate on Content
5. Test, Test, Test!
22

23. What to Test
• Open rate
• Content
• Click-through
• Responses
23

24. What to Test
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25. Email Recap
• Outlook doesn’t count
• Provide value
(enticing copywriting doesn’t hurt)
• Listen to your audience
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26. Continue Your Email Learning
• Free Email Marketing Guide
http://web.networkforgood.org/email-marketing-guide
• Tips Weekly CONTACT
http://web.networkforgood.org/tips NETWORK
FOR GOOD
• Learning Center:
888.284.7978
www.fundraising123.org/email-101 fundraising123@
networkforgood.org
• EmailNow powered by Emma: ***
www.networkforgood.org/npo rebecca.higman@
networkforgood.org
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27. ABOUT MYCHARITYCONNECTS

28. www.mycharityconnects.org
Next Webinar
• Free online resources:
• Information about technology “Watch It Grow: How
• Video demonstrations to Cultivate Your
• More webinars Email List ”
• Past webinar recordings
• Learning opportunities Wednesday, March 10th
2PM – 3PM
• Events (Eastern Time)

29. Question and Answer
You can hear us, but
we can’t hear you
Ask questions here
Ask away!

30. Thank you for attending!
Webinar slides and recording will be up on:
www.mycharityconnects.org/pastwebinars
Check out www.mycharityconnects.org for more resources!
Questions, feedback, comments?
Email us at: info@canadahelps.org
Thanks to:

31. Continue Your Email Learning
• Free Email Marketing Guide
http://web.networkforgood.org/email-marketing-guide
• Tips Weekly CONTACT
http://web.networkforgood.org/tips NETWORK
FOR GOOD
• Learning Center:
888.284.7978
www.fundraising123.org/email-101 fundraising123@
networkforgood.org
• EmailNow powered by Emma: ***
www.networkforgood.org/npo rebecca.higman@
networkforgood.org
31