Over the past year, we rebuilt our email programme using Engaging Networks Marketing Tools, creating a more flexible, scalable and effective way to produce emails for supporters.

This session is presented in two halves, bringing together perspectives from our development team and our fundraising team.

In the first half, Building Components, we'll focus on how we created a streamlined set of reusable email blocks and templates in Marketing Tools. We'll discuss the practical and technical challenges of email development, including designing for the limitations and inconsistencies of Gmail, Outlook, Apple Mail and other clients. We'll share examples of the templates we built, the design decisions behind them and the lessons we learned about creating responsive, modular emails that can work across a wide range of campaigns.

In the second half, Using Components, we'll look at how these templates were used in practice through Broadcast Messages to supporters and other key audiences. We'll share performance data, feedback and lessons from comparing the new templates with our classic ones. We'll also discuss the internal rollout: how we tested the system, trained colleagues to use it and built organisational buy-in. Finally, we'll show how collaboration between our Fundraising team, Data Services and development helped us maximise segmentation, improve reach and make better use of the new Marketing Tools.

Presenters:

  • Matt Summers-Sparks (The Children's Society)
  • Kallum Pembro (The Children's Society)