welcome! how the pros build emails - amazon s3 · 2016-09-18 · welcome! how the pros build emails...

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Welcome!How the Pros Build EmailsA BSD Tools Mailer Deep Dive Training

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© Blue State Digital | Proprietary and Confidential

Hi, I’m Gillea.Director of CommunityGallison@bluestatedigital.com

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Hi, I’m Seth.SVP, Client Servicesand Tech Sales

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Hi, I’m Natieka.Communications Associate(aka Email Nerd)

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1Get your sh*t in order

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© Blue State Digital | Proprietary and Confidential

Before you even open the mailer1. Create a calendar. Ideally, all emails are planned

(even when they’re rapid response)2. Refer to your calendar: is there a test, who are the

recipients, any updates?

Get organized

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Get organized

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Before you even open the mailerDraft the email, using good habits:● Get approval on the email BEFORE you get to the

mailer (and try not to use Word!)● Gather all of your assets and get to building

Get organized

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© Blue State Digital | Proprietary and Confidential

2Let’s build an email, shall we?

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© Blue State Digital | Proprietary and Confidential

Now, let’s head to the mailer. Here’s what we’ll cover:

1. Create mailing name2. Enter campaign source code—important for tracking!3. Set recipients to your own email (in case of disaster)4. Enter sender and subject line5. Code the email by hand—HTML + Plain text6. Build pages with pre-approved copy7. Insert shortcut links8. Preview and sample

Let’s build an email!

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Let’s build an email!

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Off to the mailer we go...

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Let’s review an email!

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Let’s build an email!

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Now, back to the mailer...

1. Send off to internal team and decision makers for approval—no edits after this point...

2. Set up query or constituent groups3. Send/Schedule!

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Ask us anything.

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© Blue State Digital | Proprietary and Confidential

Appendix

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© Blue State Digital | Proprietary and Confidential

Anatomy of a great email

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Appendix

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First paragraph: Grab their attention.Try to keep it to one sentence - one line, if possible.

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Anatomy of an email

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Second paragraph: Explain why you’re emailing.Don’t include too many facts and figures just yet, keep it simple.

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Anatomy of an email

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Third/fourth paragraphs: Introduce the action.Explain what people should do and the impact it will make.

Make sure the link is prominent and visible “above the fold.”

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Anatomy of an email

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LinksLinks should be stand-alone (not inside paragraphs)

Give people several chances to click

Give them a variety of options: Hyperlinked text, naked URLs and clickable images or buttons.

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Anatomy of an email

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© Blue State Digital | Proprietary and Confidential

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1: Grab their attention

2: Explain why you’re emailing

3: Introduce the action

Stand-alone links

Anatomy of an email