Building an ‘Email-to-target’ advocacy page Marta Fornal de Seixas.

Building an ‘Email-to-target’ advocacy page

Marta Fornal de Seixas

What we’ll be covering

• What are email to target actions

• What are the various ‘database’ options

• Power of personalisation

• Into the software

• Best practice examples

What are Email to Target Actions?

• Supporter actions targeting campaign stakeholders

• They can target databases Engaging Networks manages – mapped to postcode

• Or your own client contact databases• Or single contacts• Other targets can be copied in

What databases do we have?

• Member of Parliament, House of Lords, Member Scottish Parliament, Member of Welsh Assembly, Member Northern Ireland Assembly, Member of the European Parliament, Local Newspapers (letters to the editor), including Welsh language papers

• District, Unitary and Borough Councillors (ward level), District, Unitary and Borough Council Leaders, County Councillors, County Council Leaders, Clinical Commissioning Groups, Health and Wellbeing Boards (England only), Council Health Leads, Police Commissioners

• Candidates for main elections: MEPs, MPs, MSPs, AMs, MLAs

Client contact databases

Any target…any language

Web form submissions

Check character limit

Form layout to match

No HTML

Single contact actions

Implementation – key points

Planning your campaign - design• Are the pages engaging enough? Do you create a positive experience?

– Out of the box tools - Widgets , themes

– JavaScript, HTML changes, CSS

– Working with designers to achieve better results

• Reach further – mobile optimisation

– Increasing use of mobile devices to open emails and pages

– It is critical to format both email and landing pages for mobile

– Check how much of your web traffic is coming from mobile users – analytics

How?

– Build-in template generator

– Keep it simple: one column, large fields and buttons

Planning your campaign - things to consider• Importance of storytelling – it’s all about an emotional response

– Tell the story – embed videos, include images, animations– People share stories– Video, Images, copy

• Social proof – counters, signature lists

• Optimising the form- Number and formatting of fields – include only necessary fields- Using variety of field types

And more…• Reach further - Make it easy to

share your appeals– Add share buttons– Email a friend page – action

redirect

• Form testing can have dramatic impact on conversion – have you tested your forms?

How can you make your actions more effective?

One word… Can lead to…

•More actions taken•More engaged supporters (fewer unsubscribes / lapsed supporters)•More engaged campaign targets•Greater chance of achieving your campaign goals•Tells a better campaign story

Key personalisation tools

•Redirect and Filter

•Reference Data

Redirect and filter• You can automatically present your supporters with a

template message that includes content relevant to their profile or the profile of the campaign target

• You can even send supporters to a totally different action• Customised messages lead to campaign effectiveness

Reference data• The messages in your actions can include statistics or

issues that are just relevant to that area• Localising messages can lead to greater campaign

effectiveness and greater engagement for your supporters

Into the software…

Recap: reference data• Source the data • Download the relevant ‘data set’ from ‘libraries’ >

‘reference data’ and add your reference data to the file• Upload the data into your account• Insert the data using the insert tool in ‘message content’

Recap: Redirect and filterIf you are redirecting to a different message…

• Select all the template messages in ‘message content’ • Go to ‘redirect and filter’, select the type you want to use for the

relevant redirect (for example ‘form field’)• Set the criteria (for example Country = Scotland)• Insert the message content ‘tag’ into the ‘redirect location’ box…

then save the page.

Recap: Redirect and filterIf you are redirecting to a different action…

• Set up both the main action and the action that you want to redirect some supporters to

• Go to ‘redirect and filter’, select the type you want to use for the relevant redirect (for example ‘contact validation’)

• Set the criteria (for example tick box by side of MPs’ names)• Select the action from the drop down list to redirect to• If the action you are redirecting to has the message on the second

page, select start page = 2. It will then go straight there• Why might you use this option?

Recap: Redirect and filterOther points to remember

If you are setting more than one redirect and filter, you’ll need to set a priority order (1,2,3…)

You can test all linked actions out using DEMO mode for the starting action

When you go back to view ‘message content’ in the software that has a redirect and filter associated with it, you will see this icon:

Recap: Redirect and filter

If you duplicate an action that has lots of fancy redirects on it, make sure you take them all off before making your new campaign live

Best practice examples

Thank you

[email protected]