Best Practices for Emailing in ActiveNet

eMarketing.ActiveNetwork.com

BEST PRACTICES FOR EMAILING IN ACTIVENET

Presented By

Datis Mohsenipour | Online Marketing Specialist

[email protected] | 800.661.1196 x:1230

mailto:[email protected]


TODAY’S AGENDA• Email Marketing Stats

• Creating Lists

• Downloading/customizing HTML emails


STATS


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


CREATING LISTS IN ACTIVENET


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


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


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


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


DOWNLOADING & CUSTOMIZING

TEMPLATES


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


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

Best Practices for Emailing in ActiveNet

Education

lists list recommendations

customer lists

reusable lists

email content

email body

email length

communication tab

registration tab