AMC2014 Demystifying Mass Emailing with Free and Open Source Software

Michael Z. Daryabeygi
michael@ginkgostreet.com
@ginkgostreet ~ @ginkgoMZD
888-223-6609
Demystifying
Mass Emailing
with Free and Open Source
Software
#CiviCRM ~ #AMC2014 ~ #FOSSEmail

What to Expect
● Overview of Emailing
● Guidelines to Follow
● Examples with CiviCRM
● Workshop on Writing Strategic Emails
Demystifying Mass Email with Free Software
#FOSSEMAIL #AMC2014 #CiviCRM
*

What is Mass Email?
A Broadcast Message
Delivered to Interested Parties
With a Call to Action
(NOT Un-Solicited SPAM)

Examples
● Newsletters
● Events
● Donations
● Mobilization
#FOSSEMAIL #AMC2014 #CiviCRM *?

Key Components
● Targeted and Appropriate
● A Hook
● Clear Messaging
● Valuable Content
● Clear Call to Action
*

Infrastructure
● Templates/Design
● Collection/Sign-Up
● List Management
● Scheduling
● SMTP (Sending Server)
● Metrics

CiviCRM Project
CRM = Constituent Relationship Management
http://civicrm.org
FOSS = Free(dom) Open Source Software
“Alternative terms for Free Software” - Wikipedia
http://is.gd/fossterms

CiviCRM
● Open Source License
● Truly Customizable
● Real-world Feature Set
● Built for and by Organizers
● Community of Support

List Hygiene
● Get Opt-Ins
● Respect Opt-Outs (Don't SPAM!)
● An Opt-Out link is required by law
● Run regular dedupes of your list
● Allow for easy update of your
contact's interests

Dedupe in CiviCRM
● Use integrated forms to avoid
duplicates in the first place
● Batch dedupe
● Manual Dedupe

Dedupe in CiviCRM

Sign-Ups
● Ask on your homepage
● Ask on an issue site/page
● Collect more info
● Keep a low barrier to participate
● Collect in-person sign-ups
● Avoid competing channels (fb/twt)

Sign-Ups
● Wordpress Plugins
● Drupal Blocks
● Stand-alone pages
● Drupal Webform
● Gravity Forms (coming soon)

AMC2014 Demystifying Mass Emailing with Free and Open Source Software

List Management
Create Groups explicitly, or
automatically with a saved
search.

List Management
TODO: Elaborate
Segmentation
A/B Testing

Create a Mailing in CiviCRM
TODO: Elaborate
Create mailing
Review status

Create a Mailing in CiviCRM
TODO: Elaborate

Mailing Reports
Valuable Content

Composition
Valuable Content
To be heard through the noise, provide value to
your audience. Respect their time and they will
reward you accordingly.

Composition
~ Appropriate:
On Mission
Tailored to the Recipient
Consistent

Content is King
Establish a reputation
Reward their attention
Personalized
Easy to Scan
Get them to click-through

Composition
Template – Eye-Catching but simple
Device Compatible
Build your own
● zurb.com/ink
● https://www.campaignmonitor.com/resources/will
-it-work/
or use a tool
● Mail Chimp

Call to Action
The one thing you want them to do should be
obvious.
● Donate
● Sign
● Fill out a form/survey
● Register to Participate

The Hook
Subject Line Tactics
●Urgent
●Informal
●To the Point
●Sensational

Workshop
Form Groups
Newsletter, Event, Mobilization,
Donation
Create your Scenario

Workshop
Exercise One
● Write a content outline.
● Write 5-10 One-sentence summations
of your message
● Create a Targeting (Segment) Strategy

Workshop
Exercise Two
● What is your Call to Action?
● Write 5-10 One-Sentence Calls to
Action

Workshop
Exercise 3
● Write at least 10 Subject Lines
Remember:
● Urgent
● Transparent
● Your Identity

Workshop
Final Exercise
● Score components
● Select Top 3 Messages

Come to DC!

Thank You!
Come talk to me about Volunteer
Management!
Tweet me for a demo @ginkgoMZD
Session Resources and Demo Site:
Ginkgostreet.com/amc2014

AMC2014 Demystifying Mass Emailing with Free and Open Source Software

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