best practices for emailing in activenet
TRANSCRIPT
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eMarketing.ActiveNetwork.com
BEST PRACTICES FOR EMAILING IN ACTIVENET
Presented By
Datis Mohsenipour | Online Marketing Specialist
[email protected] | 800.661.1196 x:1230
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eMarketing.ActiveNetwork.com
TODAY’S AGENDA• Email Marketing Stats
• Creating Lists
• Downloading/customizing HTML emails
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STATS
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eMarketing.ActiveNetwork.com
According to Hubspot…
― Over 50% of respondents say they read “most of” their emails
― 88% prefer to receive HTML emails over plain text
― 65% prefer emails that contain mostly images vs 35% who prefer mostly text
― Saturday Emails have the highest Click Through Rate
― 6AM has the highest Click Through Rate of any hour
STATS
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eMarketing.ActiveNetwork.com
CREATING LISTS IN ACTIVENET
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Why Create Lists?
1. Make email content more relevant to the recipient
2. Help increase open/click through rates
3. Shorten email length by focusing on one topic
4. Reduce number of unsubscribers
LISTS
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eMarketing.ActiveNetwork.com
2 Ways of Creating Lists
1. Create a one-time use list though the email
⁃ Select Communication Tab > Create Email > Tick “Show Additional Filter Options”
& customize filters as you desire
2. Create reusable lists
⁃ Select Communication Tab > Create Customer Lists > Add New
LISTS
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eMarketing.ActiveNetwork.com
List Recommendations
― Try to narrow down groups based on past programs rather than
demographics
⁃ Under the registration tab you can either filter by individual activities or by event
categories – If you have categories set up properly, this is a quicker method
⁃ No matter what type of list you are creating, open the population tab and ensure
that the “include no promotional postal mail” customers is ticked
LISTS
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List Recommendations
― Want to narrow things down even further?
⁃ Begin by filtering based on activities or categories then open the population tab
and filter by Zip / Postal Code or Geographic Area
― Create a Test List
⁃ Create an account for yourself in ActiveNet then open the population tab and filter
by customer
⁃ As always, ensure that the “Include No Promotional Postal Mail Customers”
checkbox is ticked
LISTS
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DOWNLOADING & CUSTOMIZING
TEMPLATES
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Using HTML Emails
⁃ Download template from eMarketing Center
⁃ Open zip file > open text document > copy all HTML code
⁃ Open ActiveNet
⁃ Communication > Create Email > Tick “View Source” checkbox
⁃ Copy code into Email Content
⁃ Untick “View Source” checkbox
⁃ Make edits as you desire
TEMPLATES
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Recommendations:
⁃ Include call to action in first paragraph or two of your email body
⁃ Include multiple links to call to action
⁃ Use at least one button call to action
⁃ Registration links should lead directly to category within ActiveNet
⁃ Include merge fields for higher degree of personalization
⁃ Avoid attaching large attachments as you may get blocked as spam
⁃ Try to keep subject line under 50 characters and avoid using the word
Free, excessive exclamation marks and all capital letters
TEMPLATES