eMarketing Advisor Blog

Email vs. Print Media

By Jennifer Ball

A common misconception is that you can design your email template as you would design a printed piece and have it still provide the same visual appeal in your recipient’s inbox. This is not the case! Email is in a class of its own. 

An HTML template acts as the stationary for your electronic mailing. Due to increasing restrictions in email clients such as Hotmail, Gmail, AOL and Outlook 2007 the helpful tips below will help to ensure your email will have the best chance of being delivered to your subscribers in an attractive, easy to read, and effective way.

1. Limit the amount of images and beware of banner sizes
It is an option in many email accounts to disable images from showing until they are downloaded in the email window. With this feature present it is critical to be aware of the height of your banner or header images at the top of your email. If the image display is turned off, the top of your email will appear as a blank box with a red “x”. Also, HTML templates with a lot of images will load more slowly. The point of your email is to deliver information  to your reader. Keeping the email looking crisp and clean and including relevant information is what will retain readership.

Helpful tip: If your email contains a Table of Contents try placing this above your logo or banner image. That way if the image does not display the first thing the reader sees is what stories are contained in  your newsletter. This will help to grab the attention of your reader. Another option is to create a banner or logo that does not extend past 150 px in height. The smaller the image is to block out the more content the reader can view of the email in their preview pane.

2. Link URLS; Prevent phishing attempts
When it comes to entering a URL for the recipient of your email publications to click on, Informz offers a hyperlink icon on the content editor toolbar. This hyperlink tool allows you to link the words such as “Click here” to prompt a separate email browser to open to that link. It has been brought to our attention that if you place the URL spelled out in the example below, it will be recognized by some email clients as a “Phishing attempt”  - a form of spamming. This may cause your email to go to a junk mail folder or never reach the client at all.

Ex: WRONG: Please visit www.informz.com for more information

EX: RIGHT: Please visit the Informz Web site for more information.

Helpful tip: Hyperlink words to URLS, do not spell them out in your email or template.

3. Creating ALT and Title Tags for Images and Links
For visually impaired readers who have JAWS (Job Action With Speech) links are important to code correctly so the reader will pull the ALT or TITLE tag off the link to let the recipient know what the link or picture offers. See examples below:

               IMG SRC="http://www.mysite.com/images/your_emarketing_advisor.gif" ALT="Picture of Advisor!">
       <A HREF="http://www.informz.com" TITLE="This link takes you to the Informz Homepage">Click here!</A>

Helpful tip: Make sure you name your links or code them with ALT and TITLE tags to help ensure a definition

For additional tips or assistance on how to improve your templates and email campaigns you can contact your eMarketing Advisor or our designer at Informz.

Using eMarketing to Boost Your Fundraising Efforts

By Lori Walaska

Before I joined Informz as an eMarketing Advisor in October, I was a fundraiser.  I’ve worked on a major capital campaign for a large arts center and also in annual giving for a local college.  It is that experience in development that drew me to focus my first blog on fundraising and how emarketing can really make a difference in your campaigns.  As times change and technologies evolve so should the practices in raising money.  So many fundraisers are stuck in a circle of direct mail and have hit a plateau in their giving and participation numbers.  So now is the best time to look to email as a vehicle to improve your statistics.

Every good fundraiser knows that you should be touching your donors at least 7 times in a fundraising year and email is an effective way to enhance and freshen up your current practices.  Online fundraising is proven to drive higher gift renewals, increased giving frequency, and larger donations.  A fall 2007 study conducted by Convio, Sea Change Strategies and Edge Research found that of the donors surveyed, 72% said that donating online is more efficient and more than half said they prefer to give online.  Nearly three-quarters said it was appropriate to receive an e-mail reminder to renew their gift, while another 74% said they were more likely to give again if they received an e-mail letting them know how their money was spent. (source eMarketer Daily)

Here are some suggestions for easy ways you can incorporate email into your current campaign strategy:

·         E-appeals- Try incorporating one or two email appeals in between your direct mail, phonathon, and/or personal visits.   Email is a great (and inexpensive) way to reach out to your donors.   It is also great for prospecting as you can track who is reading, clicking and forwarding your email.

·         Pledge reminders – Schedule pledge reminders to go out regularly to remind donors of commitments and pledge schedules, with links to pay pledges online.

·         Thank yous – Send timelier and more interesting thank yous, use links to articles on programs funded by donors so they can see their dollars at work.

·         Campaign Newsletters – Regularly send updates on campaign status and how funds are being used and cultivate relationships by keeping donors informed.

·         Links to matching gift websites and forms – Remind donors about matching gift eligibility and point them to the proper websites for gift reporting and initiating the match.

·         First time donor emails - Show your appreciation and recognize new donors by sending welcome kits via email where you can track their interest by analyzing open and click rates and save money by avoiding mailing costs.

Location. Location. Location. Identifying Prime Real Estate In Each & Every Email

By Jeff Dwornik

In every city around the world, people talk about Prime Real Estate. Where is the best place to build a house? Where is the best place to open a deli? Or, even more importantly, where is the best place to lay your blanket at the next Britney Spears concert? (Maybe that’s a bad example.) Where you stake your claim will directly effect how happy or ‘successful’ you will be.

The same concept applies to links in your eMarketing Campaigns. Where you place a link in your published mailing can impact a high or low click-through rate and ultimately determine the success or failure of your overall campaign. When constructing your mailing think about it strategically.  What is most important? A good rule of thumb is to place links in close proximity to a call to action, near a popular column in your mailing, or in an exciting headline!

Monitor click-through rates and reports closely following each publication to determine which links work best in a certain position.  Keep an eye on the Informz Spatial Click Thru Report. This will give you a great visual of your mailing and an idea on what’s working and what’s not. Remember, your email publication is like a mini city – with lots of prime real estate.  The challenge is to maximize your email impact by finding the right location for your links and driving “buyers” to that spot.

Talk to your eMarketing Advisor about different techniques you can use to “stake your claim” and find that Prime Email Real Estate. With some quick research and a little bit of creativity, you’ll see your click-through percentages skyrocket!

Informz Believes In Community Impact

By Jessica Cipperly

Informz recognizes our role as members of the local neighborhood and the global community. Charitable events and philanthropic programs are simply an extension of the work we do on a daily basis. A major part of this community involvement is the opportunity each eMarketing Advisor has to give back to a charity of their choice by providing in-kind email marketing services.

As an eMarketing Advisor, we are encouraged to offer our services to one pro bono client, a charity or non-profit organization.  I recently began working with the Regional Food Bank of Northeastern New York based in Latham, NY.  I was able to visit their main office and learn about what they do by speaking with Kevin Carlino, Director of Development. There are huge, well organized operation who help an amazing amount of people so I wanted to spread the word… I asked Kevin a few questions about the Food Bank:

Tell us about the Regional Food Bank of Northeastern New York.
The Regional Food Bank has been helping to feed the poor and hungry in our communities since 1982. It is the only organization of its kind in northeastern New York. The Food Bank collects large donations of food from the food industry and distributes it to charitable agencies serving hungry and disadvantaged people in 23 counties. From Plattsburgh to Newburgh, in urban, rural, and suburban communities, the Food Bank provides nearly 20 million pounds of food a year to over 1,000 agencies.

How will Informz help you communicate with your supporters?
The Food Bank depends on the support of sponsors, financial and food donors, and volunteers to serve the hungry. We are indebted to our community in helping us in our mission to be a leader in reducing hunger and alleviating hunger.

We currently distribute two newsletters a year to keep our supporters up to date with the latest happenings and events at the Food Bank. In addition, we have a new website (www.regionalfoodbank.net) that is very informative and serves as an important tool for attracting further interest in the Food Bank and our cause.

With the assistance of Informz, the Food Bank will be able to communicate with our supporters much more regularly and gain more exposure in the community. Through the creation of our eNewsletter, we will have the opportunity keep our supporters informed and engaged. We anticipate that many of our eNewsletter recipients will forward the eNewsletter to their contacts, which will create great awareness of the Food Bank to new potential supporters.

We are very grateful to Informz to working with us on this exciting opportunity. We would not be able to move forward on this without your support and assistance. Special thanks to Jessica Cipperly for all of her efforts and her passion in helping us to alleviate hunger.

What can people do to help?
There are many ways to help the Food Bank. You can donate money, food, or time. Your financial donation truly goes a long way at the Regional Food Bank. Because the bulk of its food is donated and it operates very efficiently, the Food Bank is able to provide $10.00-$12.00 worth of food to hungry people for every dollar it spends.

The Food Bank welcomes food donations from individuals and companies alike. You may want to conduct a food drive, in which we would encourage you to seek donations of protein items (tuna, canned meat, peanut butter, etc.), prepared foods (canned stews, chili, ravioli, hearty soups, etc.), and cereal. All food items are appreciated, but some are more difficult to get, and therefore are more valuable for the agencies we serve.

Volunteers play a vital role in the work of the Regional Food Bank. Every day, volunteers assist in our warehouse, on our farm, in our office, and in the community to ensure our operation continues to be most efficient.

If you are interested in donating money, food, or time, please contact us at 518-786-3691, or visit our website at www.regionalfoodbank.net. Thank you very much for your support!

Communication Breakdown

By Alison Donato

Hello, and welcome to my maiden blog!  Around the holidays and at the beginning of a new year I realize how important it is to stay in touch with family members and friends and catch up with people we haven’t talked to in a while.  Back in the day we would accomplish this with long letters and phone calls.  Today with the convenience of emails and text messages, it is easy to stay in touch frequently and inexpensively.  However, because email communication is easy to use and so immediate, it is often more susceptible to becoming lackluster and losing that personal touch.

So, while Barrack Obama and my colleague, John Luttmer think 2008 should be the year of change, I propose that we also make 2008 the year to communicate.  It is time to engage in a conversation with your existing, loyal members or get to know your new members. And what better way to do this than with a survey!

Through a survey you can ask your subscribers what they’re interested in and what they would like to see more of in 2008.  You can ask them what they think of the job that you’ve been doing and what you can improve upon.  Ask for their ideas, their opinions, and what matters most to them and why.

If you’re interested in candid communication, check out the Informz survey module -  http://www.informz.com/solutions/online_surveys.html - or contact an eMarketing Advisor (support@informz.com).  It’s economical, efficient and just makes good business sense.  Plus, it could make all the difference in 2008! 

Out With The Old - In With The New

By John Luttmer
During every New Year, I enjoy a sense of rejuvenation knowing that I just survived another year and now I get the opportunity to start all over again and wipe the slate clean.  The New Year is also a great time to take stock and to reevaluate how you manage your email campaigns with Informz. 

Make 2008 the year of change by applying some of the following techniques:

Take A Closer Look At Your Reports
Analyze the success of your 2007 campaigns by reviewing any reports you have available.  You’ll be surprised at what you can learn from reviewing your deliverability rate, open, and click through rates.

One thing you’ll discover is whether or not people are reading your emails. Look for peaks and valleys by reviewing the most common days and times that people open and click on your emails. Informz offers many types of reports that provide tremendous insight into your subscriber base.

Once you pinpoint some common trends it will be much easier to set goals to improve your open and click rate for 2008. The benchmark percentages industry-wide are measured by the following: Deliverability = 92%, Open Rate = 40% and Click-through= 20%. Shoot for these targets in the coming year.

Don’t forget to clean up those hard bounces and repeated bouncers in order to improve your deliverability percentages. Email bounces are a tell tail sign of the integrity of your email database. Carefully monitoring and updating your email list is critical to email success.

Dust off those subject lines and give your emails a fresh new look
Tired of the same old subject lines? Your subscribers probably are too.  Try mixing it up and add some creative flare to your subject lines for 2008.

Here are a few tips to keep in mind when writing subject lines:

- Your subject line should be informative and express something timely while capturing the attention of the reader.

- Make it captivating. Considered the recipients email box as a perfect market place and that your email is mixed in with 100 other messages vying for that person’s attention. To be competitive with those other emails, think of your subject as a newsflash headline, which will intrigue the reader to open your email first.

- Keep it relative to your audience by being able to speak to their needs and interests. You’ll need to do this between 20 to 75 characters. Keep in mind there is limited space for how the subject line is displayed in the email box.

- Be mindful of SPAM filters when thinking of your catchy subject lines. Always run your email through the spam filter test on Informz located under the Test option before publishing your email. Here’s a helpful website called Web Marketing Today that has listed 250 words and phrases that could trigger some spam filters. Check it out! (http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm)

These tips should get you started on the right foot for improving your email campaigns for the New Year.

Email Is Green By Nature

By Sharon

Happy Holidays! The holiday season and the start of the New Year is a great opportunity for you to take a fresh look at your eMarketing Campaign and plan ahead for 2008. Email is taking the world by storm due to its ease, its efficiency and its might. email saves time and money, and in a world rapidly becoming focused on green initiatives, email is a great way to participate in protecting the environment, to capitalize on that trend and to achieve and exceed targeted initiatives. This year I am challenging all our clients to maximize their email potential.

So, we all know that email is quick and easy, but it doesn’t mean that the content and the creative should suffer. Here are some quick tips that might help get your team focused:

HAVE A BRAINSTORMING WORKOUT!
While you are hitting the gym and riding the treadmill in hopes of achieving your other important New Year’s resolutions, flip through your favorite magazine, scan your favorite newspaper, or watch your favorite TV show and take note of what ideas, what topics pique your interest.  Traditional advertising and marketing ideas and practices can be applied in a nontraditional way in email.  Always be on the lookout for exciting ways to apply what you see every day to your email campaigns.  Remember, you are your own best test subject.

SPEND TIME WORKING OUT AN EMAIL STRATEGY TO MINIMIZE RISK
Remember that board game Stratego? Remember Risk? Spend some time working out an email strategy for the coming year to minimize risk. Review your reporting results from the prior year. What mailings received the highest open rates?  Which publications received the highest response? Pull up your most successful email and perhaps the least successful email and compare and contrast. Tack them on the wall if you have to and tear them apart. What worked and what didn’t?  How can you improve your campaigns?

BREAK OUT THE CALENDAR!
What better excuse to buy a fun new calendar! Calendars are everywhere this time of year. Bring your ideas back to the office, break out the calendar and determine how often you plan to send emails.  Spend some time coordinating your thoughts and strategy into a comprehensive, easy to follow plan for the coming year. 

These are just some tips to help get you thinking about the year ahead. As always, your eMarketing Advisor can help! Please give us a call if you have any questions or would simply like to bounce some ideas off of us.  We are happy to assist.  Have a happy and GREEN holiday season!

Is Less Really More in the Email World?

- by Joyce

Coming from the graphic design world I have the phrase “less is more” embedded in my brain. Now that I am fully entrenched in the email world, I am having a huge case of deja vu because I have found myself preaching “less is more” to many of our clients. The onset of heavy duty spam filters, the default of images turned off in emails, as well as Microsoft’s Outlook 2007 has forced us to take a look at where eMarketing was going and take several steps backwards…no forms, no large images, no background images, no fancy flash and no animated gifs. What is happening with this forward thinking medium?

So here I am once again in a state of perplexity over that “less is more” phrase and what it actually means. In the print world it meant less text, more images and plenty of white space but in the email world we are talking about less images and more text but not too much text. Think of what we are talking about here, emails which are all about the message. An email is no good if it cannot be read because it was trapped in a spam filter due to images that were too large, and what good is a beautifully designed email with all the bells and whistles if the recipient never opens it. This is not a printed piece of collateral sitting in a sea of printed pieces that is vying for the attention of a reader, where color and images are absolutely critical to getting that brochure or postcard read. It is an email that is really relying on making it through spam filters and once that happens the next important step is getting the recipient to open it. The subject line and friendly from are the critical pieces in getting that email opened, and once it is opened the relevant message should be your next focus. What are you doing to make your customers/members to keep opening your messages? What does your message say if someone is viewing it in the preview pane with images turned off? How well do you know the audience and what makes them tick? Use this information in your subject line. And here is where the “less is more” comes into play with the subject line, you only have 30 to 40 characters to entice the reader.

Of course everyone wants to make an email look good, branding is equally as important, but rethinking the purpose of an email can be quite invigorating when you think it should be a tad bit “less” about the look and “more” about the message. So now that Thanksgiving is over, let’s trim the fat by thinking about “less is more” and how you can put it to work in all of your future emails.

What is an eMarketing Advisor?

Posted by Terry

We developed the eMarketing Advisor position in 2004 to assist our clients get more from Informz.  We quickly realized that while Informz was a pretty cool product, very few marketers knew how to effectively employ it.  Many of our clients were not using the reporting capability or dynamic targeting or really any targeting.  They were blasting.  We knew that unless we could better educate our client base, they would quickly get themselves into trouble and would start getting terrible marketing results.    This would mean unsatisfied clients and client churn.  So, it was a business decision.

Providing great customer service is also ingrained in my DNA.  I just could not accept the possibility of client loss and unmatched expectations.  Perhaps this is a failing of my business accumen, but I sleep much better at night knowing we are doing everything possible to keep our clients happy.

So back to the topic at hand, eMarketing Advisors are our client's single point of contact.  They provide technical support, product support and marketing support.  It makes it easy for our client's to remember how to get help, they do not get placed in call queues, they are not issued tracking numbers, they talk to their advisor about anything.

Informz runs client support like a marketing agency.  Advisors have a small set of clients that they each work with.  But instead of hearing from a client every 6 months or every quarter as in an agency, Advisors are in touch with their clients on a daily or weekly basis.  They form bonds, talk about their lives and have even given personal references for them when our users change jobs!

eMarketing Advisors are marketers.  Usually they come into Informz with some direct marketing experience or agency experience or they may have worked for a larger company.  They may have even been a prior user of Informz.  In short, they look alot like our users.  To bring them up to speed, each advisor goes through a 3-4 month ramp-up period where they learn about Informz and eMarketing. 

The concept of eMarketing Advisors has well paid-off for Informz by providing virtually 100% client retention.