Presentation is loading. Please wait.

Presentation is loading. Please wait.

ENewsletters: A Primer. E-Newsletters Newsletters are very important to a business Must do all aspects of the Newsletter well: list, marketing, content,

Similar presentations


Presentation on theme: "ENewsletters: A Primer. E-Newsletters Newsletters are very important to a business Must do all aspects of the Newsletter well: list, marketing, content,"— Presentation transcript:

1 eNewsletters: A Primer

2 E-Newsletters Newsletters are very important to a business Must do all aspects of the Newsletter well: list, marketing, content, subject line, etc.

3 Major Processes Subscribe Delivery and Open Action/Interaction 2 Supporting Processes Technology and Infrastructure Measure and Improve

4 Subscribe Site Promotion Use newsletters to drive people to your site Optimize Titles on Site Pay-Per-Click Programs

5 Subscription One-Step Subscription: Make it Simple Fill in E-mail Your Name Your Company Name Submit Button Privacy Policy Two-Step Subscription: Usually Large Corp. A Link on every page of site to sign up for the newsletter 1 st Step: Click on link 2 nd Step: Fill out form

6 Types of Subscription Opt-in One puts in his/her own information in the subscription box. Double Opt-in One signs up for it and an e-mail is sent to confirm and one has to take action saying he/she did signed up. Confirmed Opt-out (spam) One didn’t initially sign up and must unsubscribe if one does not want to receive it. Confirmed Opt-in One signs up for it and an e-mail is sent to confirm with a message like, “If you have received this message in error please click here.” No action needs to be made if one wants to receive the newsletter.

7 To Expand List “Forward to a Friend” Can be done one of three ways: Can be done one of three ways: Text Link In-Line Form Button

8 Manage Subscription Don’t be Afraid to Give Subscriber Options: Unsubscribe Change E-mail Receive Text Version Privacy Pledge Can be done by either Text Links or Navigation Button

9 Subscription Review Sell the newsletter on the site Drive people to it with SEM Make it easy to sign up Opt-in Strategy – use what works for you Encourage “Forward to Friend” Make it easy to change info. – 32% of people change their e-mail address in a year

10 Delivery and Open List Hygiene- make a clean list, make sure you have correct info. Bounce Management- when you send out the newsletter and it comes back; two types: soft (full in-box) and hard (not a legitimate e-mail address) ISP Filters- determines whether a message goes to the in-box or the junk mail folder; uses a point system to determine by looking at the volume of mail coming in, words, colors, graphics, etc. Blacklists- everyone that sends an e-mail is on a blacklist somewhere, some are important others are not Recipient Filters- filters once in the in-box ECOA- E-mail Change of Address

11 Time and Day of Delivery 4 common rules to follow of when to send the Newsletter Rule 1: Tuesday – Thursday Rule 2: Morning Rule 3: Consistency beats rules 1 & 2 Rule 4: Test, use whatever works best Rules 1 & 2 are mostly used for monthly newsletters

12 How do you get them to Open the message/newsletter? “From” line is Key: point of this is to make sure it isn’t deleted; it should be: RecognizedTrustedPersonalizedSimple Coordinated with subject line “Subject” line Drives the open: has to be compelling, like a headline in a newspaper

13 Subject Lines Bad: On Career Journal Today SE Update #125 DM News- iMarketing News Daily for Thursday, May 9, 2002 Loop News 6/27/2002 Good: A new way to get Outlook access almost anywhere (ANCHORDESK) Designing a Sticky Web- site- Good or Bad? ZDNET CRM: Worst Practices in Customer Privacy Management

14 Format Do you send “text” or “html” version? Comes down to 2 questions What e-mail client do people have? What is their preference? Mime approach: send both versions to allow all to read

15 Message Design and Format Above the Fold/Design Put the Company logo/name on top Personalize the message: Dear Lauren, Make it come from a person (human element) Format Types Text Full Article Teasers- a couple sentences of an article, have to go to your website to read the rest Combo- about 2 paragraphs of an article, have to go to your website to read the rest

16 Traits of Your Newsletter Personality/Dialogue Integrate/Navigate- drive people to where you want to send them, use as many links as you want Context Interaction- refer to other articles, charts, graphs, etc. in current newsletter, back issues Inline Marketing- links for tip guides, back issues, different version of the same issues, etc.

17 Technology/Infrastructure Software/ASPs- provide info. about visitor actions on your website List Management- cleaning your list Copywriter/EditorDesigner/ProgrammerWebmasterMarketer

18 Measuring Your Newsletter’s Effectiveness Using a Metrics track: SentBouncesDelivered Unique Opens Open Rate- want 40-60% Unique Click Through CTR Rate Forward to Friend Unsubscribe Other Actions

19 To Improve Your Newsletter Plan- establish goals Test- metrics, improvement Ask- subscribers, others Tweak- try different things to determine what works best for you Borrow- look at other newsletters Measure

20 Summary Make it easy to subscribe Promote, promote, promote Grow and manage your list Give them what they want Make it relevant- content, info. PersonalizeStimulate Measure, test and improve CONTINUOUSLY


Download ppt "ENewsletters: A Primer. E-Newsletters Newsletters are very important to a business Must do all aspects of the Newsletter well: list, marketing, content,"

Similar presentations


Ads by Google