Content for Email and Email for Engagement

This presentation is from a workshop designed to provide information, tactics, and opportunities to ideate with your peers to use content you may already have to build your email list and automation to inspire engagement.

Transcript

1. Content for Email & Email for Engagement #17NTCemailengage
2. Session Collaboration http://po.st/17NTCemailengage
3. James Porter Director, Communications The END Fund @PorterJamesE jporter@end.org https://end.org Seth Giammanco Principal MOD-Lab @sethgiammanco seth@mod-lab.com https://mod-lab.com
4. The Workshop & You "Content for an email" is the strategy we will explore together to help you build your email list with people open to further engagement. We will then consider how an email address is an invitation for engagement and an opportunity to nurture a supporter/constituent. 1. Presentation: Content for Email 2. Breakout: Content Ideas 3. Presentation: Automation 4. Breakout: Automation Ideas 5. Presentation: Tech Tools
5. Content As Product: Evergreen Content • Lasting • Substance • Worth trading an email for
6. Evergreen Examples • Informational guides • Research report • Tip/Cheat sheet • Infographic • Templates or worksheets • How to guides • Recorded Webinar • Email Course • eBooks • Photos, fonts or design assets that can be used by others to create with • Usable code
7. Going Evergreen Do you write blogs, annual reports, social posts on a theme, create videos, email newsletters … ? • Do you have a few blog posts that are on a related topic? • Do you have a single blog post that is an epic? • Do you have a collection of success/impact stories that share a theme? • Do you have data/metrics about the space you serve? • …. The Evergreen Opportunity
8. What Problem Does your Evergreen Content Solve? Content must serve your audience needs not those of your organization • Does it provide guidance to help them do their job or live their lives better? • Does it offer information to help them understand something they are struggling with? • Does it offer assets that can be used to create something of value to them with?
9. The Ideal Ideal evergreen content has alignment between mission of the organization and the problem it seeks to solve for the intended audience. • Calendar of cute cat photos? … or • eBook teaching kids to code?
10. The END Fund & #GivingTuesday
11. The END Fund & #GivingTuesday
12. Breakout: Content 1. Introductions - Name, Organization, Favorite content your organization produces 2. Content Cases - Share ideas from different orgs of content that could go evergreen. 3. Pick One - Pick one example the group should focus on for rest of workshop 4. Assess Value - What problem is the selected case trying to solve? 5. Group Share
13. Content Automation • Inbound Marketing • Marketing Automation
14. Nurturing Engagement When someone downloads your evergreen content, he/she is communicating with you that they have a need that the resource addresses. Wait, let that sink in. That’s a pretty personal exchange. We should respond in kind.
15. Your Content Needs a Home • Landing Page • Existing Page • Blog • Content Upgrade • …. Keeping it simple … you do not have to create a new website or microsite
16. Automating To Drive Traffic Share and Ask • Schedule social posts • Repost often • Email series (Email drip) • Create “house ads” • Pay Per Click Ads (Google Adwords)
17. Now Your Home Needs Wiring • Action that can lead to automation (Trigger) ◦ Email subscribe form
18. Nurturing Engagement Automated response to an action (Workflow/Journey) • Email series (Email drip) • Thank you email (Transactional email) • Confirmation/Thank you Page (On site notification) Email Series Recipe 1. Give them what they want - Email with link to resource 2. Share a little more - Email with tip or extra info 3. Ask - Email with “next step” opportunity
19. The Automation of #NewRoots
20. The Automation of #NewRoots
21. The Automation of Mouse Brand Splash • Micro-engagement • Automated email included a 50% open rate, 16% click rate (wallpaper download), and 1 unsubscribe.
22. Breakout: Automation 1. Automation Ideation a. How can you use automation to drive traffic to your resource and encourage it to be shared even more? b. Workflow Types to consider: Drip, Transactional Email, On site/screen notifications/pages c. Personalization - How can you nurture your new people in a way that is aligned to the need the content they requested is intended to address? 2. Group Share
23. Good Chance You Have the Technology Got? • Mailchimp? • CampaignMonitor? • Emma? • Gravity Forms? • Salesforce? If not already in use, you may find many to be pretty affordable.
24. Technology to Create Homes for Your Content • Leadpages - https://www.leadpages.net/ • Unbounce - http://unbounce.com/ • Content Upgrade & Landing Page WP Plugins - https://shop.audienceops.com • Gravity Forms WP Plugin - http://www.gravityforms.com/
25. Technology to Drive Traffic to your Content Home • Buffer, Tweetdeck - Scheduled tweets • Edgar - The re-posting wizard • Google Adwords Grants - You do have one right?
26. Drips and Transactional Email • Mailchimp • CampaignMonitor • Emma • … who doesn’t offer them this these days?
27. Going Beyond - User Identification
31. Advanced and Modern Tools • Drip - https://www.drip.co/ • Active Campaign - http://www.activecampaign.com/ • Hatchbuck - http://www.hatchbuck.com/
32. Thank you - Got Time? Let’s Chat James Porter Director, Communications The END Fund @PorterJamesE jporter@end.org https://end.org Seth Giammanco Principal MOD-Lab @sethgiammanco seth@mod-lab.com http://mod-lab.com Don’t Wait … Evaluate! - http://nten.org/17ntc-evals/