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How mass emails work or rather How mass emails could, should, or are supposed to work
23

How mass emails work or rather How mass emails could, should, or are supposed to work

May 06, 2015

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Page 1: How mass emails work or rather How mass emails could, should, or are supposed to work

How mass emails work

or rather

How mass emails could, should, or are

supposed to work

Page 2: How mass emails work or rather How mass emails could, should, or are supposed to work

Who am I?

Jim FreerNon-Profit Systems Consultant | Method Works ConsultingP: 250-508-0619E: jimf@methodworksconsulting.commethodworksconsulting.comCo-presented with Maanit Zemel, Miller Thompson LLP

Page 3: How mass emails work or rather How mass emails could, should, or are supposed to work

New CASL in a nutshell.(for emailers)

A Couple of Considerations

Send clear emails… o Clearly identify yourself and your

organization

o Make sure you include an opt-out, so people can unsubscribe instantly and easily

Send with consent…

o Only send messages to people who have requested them (i.e., opted in or otherwise consented)

o Or when the email contains specific allowed messages

Page 4: How mass emails work or rather How mass emails could, should, or are supposed to work

What are the expectations?

1You must be able to prove that the recipient of an email has either explicitly consented to receive it (i.e., opt-in) or has an implied relationship with your organization

2You have made it easy and obvious for message recipients to opt out (or withdraw their consent).

Page 5: How mass emails work or rather How mass emails could, should, or are supposed to work

Getting rid of bad habits

Page 6: How mass emails work or rather How mass emails could, should, or are supposed to work

Opt-ins must be provable

This means• No ‘drive-by’ or ad-hoc email list additions• You can’t assume people have opted in• Each email recipient needs a consent ‘paper-trail’ (a record

of who consents to what, how, and when)

Page 7: How mass emails work or rather How mass emails could, should, or are supposed to work

Emails have to pass inspection

This means• Someone at your organization needs to be responsible for

managing outgoing mass emails (or CEMs)• You have a consistent tool that you use to send mass emails;

No messages to BCC’d lists from Outlook!• Every email template you use has been checked for

compliance with CASL regulations

Page 8: How mass emails work or rather How mass emails could, should, or are supposed to work

Opting out has to work

This means• When someone unsubscribes from all emails, you will not

send them more emails until they change their consent• Your process for list building does not override their consent• You accommodate phone/mail/and in-person opt-outs

(within 10 days)• If you offer unsubscribe options (i.e., e-newsletters, event

invitations etc.) make sure you stick to your categories

Page 9: How mass emails work or rather How mass emails could, should, or are supposed to work

The parts

Page 10: How mass emails work or rather How mass emails could, should, or are supposed to work

Two main parts

Database(CRM)

Email System

The Email System• Sends emails• Logs unsubscribe requests• Often adds new subscribers to

the list

The Database (CRM)• Stores online and

offline constituents• Stores donor,

member, and volunteer records

• Helps you manage your constituent relationships

Page 11: How mass emails work or rather How mass emails could, should, or are supposed to work

The gaps

Database(CRM)

Email SystemHow can we identify implied relationships?

How do we store constituent

consent?

What do we do with the post-

campaign data?

How do we get consent?

What happens when someone

phones in an unsubscribe?

What do we do when the email

records differ from the CRM?

Page 12: How mass emails work or rather How mass emails could, should, or are supposed to work

Address the gaps with process

or

Building a better email workflow

Page 13: How mass emails work or rather How mass emails could, should, or are supposed to work

The basic flow

Plan deployment

Create email list

Filter list

Send email

Process opt-outs

Report on success

Page 14: How mass emails work or rather How mass emails could, should, or are supposed to work

Database(CRM)

Email System

Our two parts

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

Page 15: How mass emails work or rather How mass emails could, should, or are supposed to work

Plan your deployments

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

Planning out your emails is the first step in sending compliant and effective messages:

• Identify a clear goal for the message – are you trying to acquire new donors, engage current constituents, inform them about your organizations activities? This is normally the “Primary Purpose”.

• Based on your goals who should receive your message?• When is the message being sent, are there critical groups that you

need to establish consent for and do you have time to do that before you send?

• Can you take what you’ve learned from previous messages and improve this message?

Page 16: How mass emails work or rather How mass emails could, should, or are supposed to work

Building your lists

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

Build your email list through your database (CRM) based on groups of constituents that are meaningful to your organization, but ensure:

• You track, on each constituent or individual person, what they have opted in to and when

• You develop a standard set of queries or criteria that comply with CASL’s implied consent criteria

Page 17: How mass emails work or rather How mass emails could, should, or are supposed to work

Filtering your list

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

Building your email list creates a baseline of people who have opted in, and by extension filter most of the people who have opted out. Now just before sending we filter again, directly within the email system, to ensure self-service opt-outs are captured.

• To be effective the master opt-out list should be maintained in the system that sends the emails

• All electronic unsubscribes should be added to this list

Page 18: How mass emails work or rather How mass emails could, should, or are supposed to work

Send your message

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

All of your planning is done, now write the email message and send it. Ensure that you have all the crucial information:

• You’ve identified your organization and whom the message is sent on behalf of

• Current mailing address• Phone, email address, or web address (that’s valid for at least 60

days after sending)• An unsubscribe mechanism

Page 19: How mass emails work or rather How mass emails could, should, or are supposed to work

Process your opt-outs

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

After the message is sent you can generally expect to see a few unsubscribes, remember that they must be processed within 10 days of sending. Generally we suggest

• Updating your opt-out information on the email system first

• Make sure you are flagging peoples accounts that they have opted out, do not delete them! This is an important record

Page 20: How mass emails work or rather How mass emails could, should, or are supposed to work

Synchronize your data

Plan deployment

Create email list

Filter list

Send email

Process Opt-Outs

Report on Success

Your plan identified some goals, it’s important to review them as well as the general performance of your message. As well this is a good opportunity to update your constituents in your CRM

• Build an import/synchronization schedule for regular updates

• Track usable metrics in your database, and evaluate your message and identify any lessons learned for future deployments

• Use your opt out list to update your CRM• Note, the opt-out data in the CRM

should be used for analysis and review, not for filtering your lists as it will always be slightly out-of-date.

Page 21: How mass emails work or rather How mass emails could, should, or are supposed to work

Putting the parts together.

Database(CRM)

Email System

The Email System• Filters unsubscribers from mail

deployments• Sends emails• Processes unsubscribes• Entry point for web signups

The Database (CRM)• Stores constituents• Records opt-in

information• Used to establish • Used to build

deployment lists

Synchronization• Moves opt-out information from the email to

the CRM records• Leads (online signups) submitted to CRM• Unfiltered email deployments moved to

email system

Page 22: How mass emails work or rather How mass emails could, should, or are supposed to work

Avoid complacency

• Anti-spam regulations in general and CASL in particular will be a feature of the landscape for the foreseeable future

• Failure to comply with regulations will expose your organization to risk

• By implementing a solid process you not only mitigate much of your risk, but your organization will benefit from consistent data entry and decision-making

Page 23: How mass emails work or rather How mass emails could, should, or are supposed to work

Questions?