Copyright © 2002 ComputerLogic Inc. All Rights Reserved Newsletters - Steps to Success

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Planning Process Strategy & Planning Building the List

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Planning Process  Determining Objective(s) Target market(s) Scheduling, features, content, success metrics  Setting Success Metrics Tracking and analysis, solution capabilities, database input (i.e. fields, profiles)  Deciding the Database Solution Hosting, management, broadcasting Features, capabilities, user-friendly, cost  Building the List Budget allocation, audience profile, tools, necessary resources, existing marketing

Copyright © 2002 ComputerLogic Inc. All Rights Reserved What is the Objective?  Build customer loyalty and retention  Improve brand image  Gain customer feedback and insights  Stimulate referrals  Generate sales or leads  ROI  Advertising opportunities

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Setting Success Metrics  Click-throughs  Conversion events (sales, leads)  List growth (new subscribers)  Attrition (unsubscribes)  Post-click website activity  Viral marketing (i.e. send to a friend/pass-alongs)

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Key Factors  Relevant and valuable content  Who is your market?  Targeted and timely  Segmentation, delivery, frequency and content  Customer-centric  Personalized based on target, preferences and prior behavior

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Key Factors  User-friendly  Easy to understand language, clean design, clear instructions  Consistent with other marketing  Design, tone, language  Tracks response activity  Clicks, conversions, sales, open-rate, pass-alongs  Meets ROI objectives

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Planning Process Decision Points Building the List

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Who is the Target Market?  New Customers  Existing Customers  Business Partners  Vendors  Site Visitors  Sales Leads from other channels

Copyright © 2002 ComputerLogic Inc. All Rights Reserved What Delivery Format is Best? Give subscribers the option for Plain Text or HTML.  Plain Text  HTML  AOL Version  Rich Media or Flash Consider your: Audience Relative Cost Objectives Brand image and other variables

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Relative Costs  Make sure to consider the relative cost of the various delivery formats when making a decision about rich-media vs. plain text or HTML s. For example – if the expected response rate for a rich-media campaign is double that of a traditional campaign – you might not want to pay three times the price.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Plain Text Format Pros: Lowest Costs Can be read by almost everyone Can include trackable links Cons: Generally lower response rates No color No stylized fonts No images No open rate data Displays full URLs Hyperlink problems with AOL users

Copyright © 2002 ComputerLogic Inc. All Rights Reserved HTML Format Pros: Generally better response rates More control over the delivery of your message (color, fonts, images) Can create a seamless experience with website Control of hyperlinks Open rate data Cons: Higher costs Not viewable by everyone Should be read online Usually larger file sizes Complications with message forwarding Can not be viewed in AOL versions 4.0 and 5.0

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Rich Media Format Pros: Even better response rates The creation of a television-like experience for branding impact Cons: Increased Cost Not viewable by everyone Must be read online Complications with message forwarding AOL recipients must read outside of the AOL client

Copyright © 2002 ComputerLogic Inc. All Rights Reserved AOL Issue TEXTHTML AOL 4 & 5 AOL 6.0 Caveat – While AOL 6.0 handles text, the AOL 4 & 5 formatting for hyperlinks (rich text) will not work.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Conversion Tips  Link to micro-site or targeted landing page. Meets expectations. Creates more interaction and measurement opportunities.  Include direct-response driven/call to action copy.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Design and Content  Design Conveys positive image Is right for audience Neat and uncluttered Personalization  Content Meets objectives Has value Targeted to audience segment(s) Full articles/tips or abstracts with links Informational Promotional Should be consistent with other marketing communications while taking advantage of the unique capabilities of database marketing.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Content Tips  Welcome Message Introductions, set expectations Contact information Location of newsletter archives Unsubscribe Instructions Profile management instructions Viral Marketing Cross Promotion (partner sites/lists) Privacy policy and copyright information Important! Clear unsubscribe instructions Privacy Policies

Copyright © 2002 ComputerLogic Inc. All Rights Reserved  Unsubscribe Confirmation of unsubscribe Re-subscribe instruction Opportunity to solicit feedback Alternative Delivery Options (less frequent) Contact Information Important! Don’t make the user jump through hoops to unsubscribe! Content Tips

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Data Collection  Determine profile data address (required) Contact information (name, address,etc.) Interests Sales data Other  Clearly state benefit and purpose of data to subscriber. Objectives Drive Data Collection

Copyright © 2002 ComputerLogic Inc. All Rights Reserved List Segmentation  Custom messaging  Optimizing response  Detailed reporting  Behavior trending Segment your list into smaller, more identifiable groups for special messaging and easier response reporting.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Planning Process Decision Points Building the List

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Sign-Up on Website  Call out the Sign-up.  Promote benefits of subscribing.  Place above the fold (nav bars).  Add to basic site template so sign-up box or link appears on all pages.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Promotion  Banner advertising  Sponsorships  Search engine optimization  Offline marketing efforts

Copyright © 2002 ComputerLogic Inc. All Rights Reserved  At all points of contact with customers  Confirmation s  Sales counters  signatures  Business cards  Hold messages Promotion

Copyright © 2002 ComputerLogic Inc. All Rights Reserved Any Questions

Copyright © 2002 ComputerLogic Inc. All Rights Reserved computerlogic.com 4951 Forsyth Road Macon, GA / /  Sign Up to Receive Our Information-Packed Newsletter