Email Marketing – Branch Instructions

Contents

CLIENT EMAIL EXTRACTION TOOL: 2

I WANT TO DO AN EMAIL CAMPAIGN, HOW DO I GET CLIENT EMAIL ADDRESSES? 2I HAVE MY OWN PERSONAL LIST OF CONTACTS, CAN I INCLUDE THEM IN THE EMAIL CAMPAIGN? 2WHY DO I NEED TO GENERATE A NEW LIST OF EMAIL ADDRESSES EACH TIME I AM SENDING AN EMAIL CAMPAIGN? 2CAN I TAILOR THE LIST TO TARGET SPECIFIC CLIENTS? 2

SENDGRID INSTRUCTIONS: 3

HOW DO I LOG IN TO SENDGRID? 3I’VE LOGGED IN BUT I’M NOT SURE WHAT TO DO NEXT. 4I’VE CHOSEN THE TEMPLATE I WANT TO USE, HOW DO I CREATE A NEW EMAIL CAMPAIGN? 5HOW DO I ADD CONTENT TO AN EMAIL CAMPAIGN? 7HOW DO I ADD IMAGES AND UPDATE THEM IN A CAMPAIGN? 8HOW DO I VIEW RESULTS FROM PREVIOUS EMAILS SENT? 9HOW DO I SET THE SUBJECT LINE FOR THE EMAIL CAMPAIGN? 9I’VE DONE AN EXTRACT OF CLIENT EMAIL ADDRESSES, HOW DO I ADD THEM TO SENDGRID? 9CAN I TEST THE EMAIL CAMPAIGN BEFORE SENDING? 10WHEN CLIENTS GET THE EMAIL WHO WILL IT BE ‘FROM’? 10HOW CAN I SEE WHAT MY EMAIL CAMPAIGN WILL LOOK LIKE ON MOBILE? 10HOW CAN I INSERT A LINK TO A WEBSITE IN MY EMAIL CAMPAIGN? 11CAN I INSERT A LINK FOR CLIENTS TO CLICK AND EMAIL ME? 11DO I NEED TO INCLUDE AN UNSUBSCRIBE LINK IN MY EMAIL CAMPAIGN? 11WHAT HAPPENS WHEN CLIENTS UNSUBSCRIBE? 12THERE ISN’T A TEMPLATE WHICH SUITS WHAT I WANT TO SEND. WHAT DO I DO? 12

Client Email Extraction Tool:I want to do an email campaign, how do I get client email addresses?A new client email list needs to be generated every time an email marketing campaign is to be sent (i.e. branch newsletter, etc). The below instructions step you though how to generate email addresses for your clients.

I have my own personal list of contacts, can I include them in the email campaign?No. The reason being that Elders is only able to email clients who have provided consent (either direct or implied), and additionally anyone receiving marketing emails must have the ability to unsubscribe from future emails.

Why do I need to generate a new list of email addresses each time I am sending an email campaign?This ensures that any clients who have unsubscribed since you last generated a list of email addresses are removed and therefore ensures compliance with anti-spam legislation.

Can I tailor the list to target specific clients?Yes, the instructions in the above document will guide you through how to generate a list of email addresses targeting specific clients.

SendGrid Instructions:

How do I log in to SendGrid?Visit www.sendgrid.com, click on the ‘Login’ link at the top right of the screen and enter your email address (this will be the generic branch email address) and password you have been provided.

I’ve logged in but I’m not sure what to do next.You will see a number of menu options on the left hand side. The only one you need to use is called ‘Marketing’. If you click on the small arrow alongside the word ‘Marketing’ it will expand this menu out for you. There are only five areas you should ever need to access; ‘Overview’, ‘Campaigns’, ‘Contacts’, ‘Templates’ and ‘User Guide’.

Gives graphical overview from the past week or month of campaigns you have sent. This includes the number of bounced emails, unique opens, click throughs and unsubscribes.

Allows you to view the details for all campaigns you have created. This is also where you go to create a new campaign by clicking the ‘Create Campaign’ button in the top right corner.

Before creating a campaign you need to upload the file containing your client contacts (this is the .CSV file you will have got from the client email extraction tool). You’ll see a button called ‘Add List or Segment’ at the top right which allows you to ‘Upload CSV’.

You can view all the templates available for you to use. All the custom Elders templates are contained in the ‘Custom’ tab. You will only ever need to use the Elders Custom templates.

SendGrid provides a comprehensive User Guide which includes video examples should you ever need an additional reference point.

I’ve chosen the template I want to use, how do I create a new email campaign?Before creating a new email campaign you must first generate your list of client emails using the Email Extraction Tool in AS400, and then upload those contacts (see question below ‘I’ve done an extract of client email addresses, how do I add them to SendGrid?’).

Once your contact list has been updated, select ‘Campaigns’ from under the ‘Marketing’ menu option, and then ‘Create Campaign’ which is at the top right of the screen.

Select the template you’ll be using from the custom templates and then hit ‘Continue’.

You should then give your campaign a name (i.e. January 2016 Branch Newsletter), select a ‘Sender’ from the dropdown list (you’ll only be able to select the branch as the sender i.e. Elders Bunbury) and choose a subject line for your email.

Once you have included the above Campaign Settings, you need to select who will be receiving the email by selecting the ‘Recipients’ menu item.

The name of the email campaign. Ensure this is unique to what you are sending to ensure it is easy to identify in future (i.e. January 2016 Branch Newsletter)

Your branch (i.e. Elders Bunbury) will always be the Sender you select from the dropdown menu.

The subject line is very important for email opening rates and can effect being signalled as spam by ISP providers.

Tips: - Include name of targeted location- Give an insight to what the email contains, focusing on the main news article- don’t use caps lock, avoid using the word ‘free”, ‘giveaway’ or exclamation symbols

Example:March Bunbury Newsletter – Expert advice on livestockFebruary Bunbury Newsletter – dramatic increase in grain price

If the client has preview on their emails, this is the line of text which will appear in the preview after the Subject line.

In the ‘Lists/Segments to Sent to’ dropdown select the name of the contact list you uploaded into the ‘Contacts’ area.

Note that if a client is using the same email address for multiple accounts, SendGrid will automatically remove duplicates so that they email is only received once per email address.

From the ‘Unsubscribe Group’ dropdown select ‘Use Custom Link’ and paste the below into the field that appears

[%contact_ID%]

How do I add content to an email campaign?Editing text is simply a matter of selecting the text you wish to replace and then typing (if you plan on copy and pasting, first paste your text in notepad, then paste it in SendGrid – this removes formatting which will affect the template) your new text. It’s best to keep your text format consistent so using the same size fonts, not overusing bold text and not having multiple coloured fonts.

Also ensure you tell the client what you’d like them to do in each article. For example, click through to the website, call the branch, drop in to visit, etc.

The below video will show you how you update text in your email campaign.

How do I add images and update them in a campaign?Editing images is similar to updating text. Double click on the image you wish to change now press the upload button to add your own image. Keep the width of your added image smaller than 600px and click the responsive button to “on” so it displays properly on mobile devices. The image will adjust to width of the email template, but if you wish to make it smaller you only need to adjust the ‘width’ (the height will be adjusted proportionately).

You should always add a short description of the image in the Alt Text field to give clients an idea of what the image is about – not all email clients load images automatically so entering this field will help them understand what the image is about. You can also link the image to a webpage by using the ‘Link URL’ field.

Adding your own image to the Image Library is done by drag and drop as shown in the video below.

Some tips when updating or loading new images:

Double clicking on the image will bring up the edit or image library fields Don’t use large high res images as they will take longer for emails to send and may be

rejected by some email clients Ideally all images should be a maximum file size of 500kb

How do I view results from previous emails sent?

How do I set the Subject line for the email campaign?

Within the ‘Campaign Settings’ enter the email subject line.

Ensure the email subject is something which encourages the client to open the email to maximise effectiveness.

Within the ‘Campaigns’ link under the Marketing menu item you can track the performance of your email campaigns. This includes the number of emails received, emails opened, click throughs and unsubscribes.

This information will be important to use when creating future campaigns to maximise effectiveness.

I’ve done an extract of client email addresses, how do I add them to SendGrid?

Once you have your extracted the CSV file, you will need to select add it to your Contact List.

You will need to create a new list every time you import your CSV file so the unsubscribes stay up to date. Now Simply click Add to New List and give the list a relevant name.

Once this is done, simply drag and drop the CSV file into the marked area and click save. Depending on the size of your list, it can take 30seconds to 5 minutes for the whole list to be imported and ready to use.

Click on the Contacts menu itemNow select Upload CSV from the Add List or Segment button

Can I test the email campaign before sending?

Once you have created your campaign, uploaded the list of clients to receive it and tested your campaign, you then just need to hit ‘Send Campaign’ and then track your results!

When clients get the email who will it be ‘from’?A ‘Sender’ has already been created for each branch account which uses the branch name. So, the email will appear as being from ‘Elders [Branch Name]’ (i.e. Elders Bunbury).

How can I see what my email campaign will look like on mobile?

Yes. Within the Recipients tab when creating your campaign there is a field titled ‘Send Test Email’ where you can send a test email to up to 10 email addresses.

When creating your email campaign there is a small mobile phone icon near the top left corner of the screen. Selecting that icon will allow you to view how your email will appear to users on mobile.

How can I insert a link to a website in my email campaign?To add a link simply highlight the text you wish to be the link, select the ‘chain’ icon at the top of the page and enter the details for the link. The below video will explain this further.

Can I insert a link for clients to click and email me?Users can reply to your email to reach your branch directly, but for a more personal approach you can create a call to action - just highlight the text you wish to be the link, select the ‘chain’ icon at the top of the page and enter the details for the email address. The below video will explain this further.

Do I need to include an unsubscribe link in my email campaign?Yes, legally any email marketing campaign must provide clients with an ability to unsubscribe. Details for this unsubscribe link are within the email address file you download.

All you need to do is select “Use Custom Link..” then enter [%contact_ID%]

What happens when clients unsubscribe?Legally we must give clients the opportunity to unsubscribe from email marketing information. Part of the email address file you download includes a unique unsubscribe link for each client. When clients click that link they will get the following page where they self-manage what type of information they would like to receive. Information entered into this form automatically updates their AS400 record to ensure they are removed from any future marketing list where necessary.

There isn’t a template which suits what I want to send. What do I do?If there is no template that suits your requirements please email marketinggeneralenquiries@elders.com.au and the team will be able to work with you to find a solution.