Send Your Message to the Masses

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Do you want to send a newsletter to your clients via email and are not sure where to start? This presentation covers the ins and outs of using an e-newsletter service, including the logistics for setting up a new list, establishing a distribution strategy, building a subscriber base, crafting a content plan, monitoring success and more. Tips and legal requirements to avoid being labeled as SPAM are also included.

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Send Your Message to the Masses

  1. 1. +Email Newsletter OverviewSend YourMessageto theMassesJune 12, 2013Emily Pitts, University of Georgia
  2. 2. +Email newsletter overviewThis session will cover: E-newsletter basics Selecting an e-newsletter service Working with subscription lists Planning your newsletter seriesJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  3. 3. E-Newsletter basicsJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  4. 4. +Basic definitions HTML email Email newsletter service Subscription list Campaign Email clientJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  5. 5. +HTML email… Why do it? Visually appealing Include your logo Include pictures Help focus attention Professional Message straight to user’s inbox No additional software No attachments necessary Link to more info or include it all in the messageJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  6. 6. +What makes HTML email different?June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewEmail Client DeviceFormat
  7. 7. +How can ane-newsletterservice help?June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewEmail ClientDeviceFormat
  8. 8. +What’s so hard about sendingbulk email?June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewTrashSPAM!
  9. 9. +Email works like this… Ideally.June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewYourMessageYourEmail ServerRecipient’sEmail ServerRecipient’sEmail Inbox
  10. 10. +Problem #1: Message never sentJune 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewYourMessageYourEmail ServerRecipient’sEmail ServerRecipient’sEmail Inbox!
  11. 11. +Problem #2: Message blockedJune 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewYourMessageYourEmail ServerRecipient’sEmail ServerRecipient’sEmail Inbox!
  12. 12. +Problem #3: Straight to junk mailJune 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewYourMessageYourEmail ServerRecipient’sEmail ServerRecipient’sTrash or JunkMail Folder
  13. 13. +Problem #4: Return to senderJune 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewYourMessageYourEmail ServerRecipient’sEmail ServerRecipient’sEmail Inbox
  14. 14. +How can ane-newsletterservice help?June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewTrashSPAM!
  15. 15. Selecting ane-newsletter serviceJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  16. 16. +E-Newsletter service Permission-based tool for mass e-mailing Subscriber management Unsubscribes, deletes, edits Segmentation Profile information History of interaction Campaign creation tools Tracking success and monitoring problemsJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  17. 17. +Which serviceshould I use? There are so many to choose from!June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  18. 18. +How do I pick? Budget Scalability Immediate results Freebies and features Simplicity Customization Vendor advertising Reliability Survey tools Invitations / announcements Support IntegrationJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  19. 19. Understanding subscriptionlistsJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  20. 20. +What’s in a subscription list? List name Your contact info Permission reminder Per subscriber Basic info: email address Additional info: first and last name Detailed information: birthday, address,phone, etc. Interest groups: ANR, 4-H, FACS, specialevents, specific topics, etc. Sign-up formsJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  21. 21. +How do new subscribersget added? Via web form Subscriber adds self You subscribe individual Double opt-in Import list of individuals From written sign-up form From migrated listserv As a text document As an excel spreadsheetJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  22. 22. +Working withsubscriptionlistsYou must havepermissionfor every singleaddress thatyou enter orimportinto your list.June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  23. 23. +Recruiting subscribers Link to sign-up forms On your website From Facebook page In email signature In targeted messages Sign-up sheet at office/event Invitation over the phoneJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  24. 24. +Build and maintain relationshipsTrust Use transparent language Use email addresses only as explicitly written at sign-up Don’t share email addresses with other people or lists Do consider sharing a message for other people Don’t pick up email addresses from other sources Do consider asking other sources to plug your newsletterJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  25. 25. +Build and maintain relationshipsRespect Introduce yourself in your campaign Reintroduce yourself if a lot of time has passed betweencampaigns Allow subscribers to change their preferences Always allow people to unsubscribe Make unsubscribing a simple process Be clear about why they are receiving your messageJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  26. 26. +Tips for migrating lists Did these people agree to hear from you via email?About this subject? For this purpose? How old is your list? Will they remember you? Will the addresses bounce? Be blocked? Clean it up! Look for: Old email addresses Mistyped email addresses Generic email addresses Duplicates sometimes okay(be wary if different names on same address though!)June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  27. 27. +First contact to migrated list If they agreed to newsletter –send message from new subscription list. If they are office contacts or very old addresses –send from your email and include sign-up link. Re-introduce yourself and re-introduce your list New newsletter format! Here’s what we do and why you want to hear from us. Method to unsubscribe Link to update subscription infoJune 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewNOTE: If you mass email random people from your email account, be respectfulof their privacy. Always use BCC to hide addresses in mass emails.
  28. 28. +Can I subscribe a listserv?No. Probably against terms of service One person’s actions from a listserv affectseveryone on the listserv Change of address Unsubscribe SPAM (100% sure way to be blacklisted)NOTE: If you are the listserv owner, consider migrating list toemail newsletter service for distribution and management.June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  29. 29. +Can I subscribe the entireorganization?No. Subscribing listserv addresses may not be allowed. Email addresses may not be easily compiled and maintained.Do: Recruit subscribers from faculty and staff listservs. Include link to sign-up form on your email signature.June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  30. 30. +How do I recruit listservsubscribers? Send occasional message asking peopleto sign up (monthly, seasonal). Include what the newsletter does, why theyshould get it, how to subscribe. Send teaser with issue information. Include a link to the sign-up form. Include a link to sample newsletter (do notforward actual newsletter).June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  31. 31. Planning yournewsletter seriesJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  32. 32. +Establish adistributionstrategy How often? Frequency Ability to produce To whom? Targeted audience Multiple audiences Archive? Link to back issues List back issues on your siteJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  33. 33. +Craft acontent plan Email subject Required info per campaign Predictable sections Articles Voice Primary goals Links Images Text-only versionSend Your Message to the Masses : : Email Newsletter Overview June 12, 2013
  34. 34. +Email subjectInviting emails = more opens Recognized sender Personalized “to” line Subject Call to action Preview of content Relevant No “spammy” languageJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  35. 35. +Required info per campaignJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  36. 36. +Articles and voice Most important article first Sections: like with like Subject-related (i.e. program areas) Action-related (i.e. event calendar) Formula for your layout Article placement Newsletter info placement Features Standard approach Link out to articles? Include all content?June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  37. 37. +Primary goals and linksClear actions = more clicks Make it easy to pick out actions Keep an eye on how many linksyou include Monitor which ones are clicked,ignored, etc. Standard links to: your site, yourfacebook page, etc.June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  38. 38. +Images Image visibility Most emails will be delivered with images OFF Images MUST have alternative text Once open, rely on text (not images) to convey message Placement – with every article? sidebar? Consistency – size, shape, style Reuse – banner, section, etc.June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  39. 39. +June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  40. 40. +June 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  41. 41. +Text-only version Organize and clean it up Issue information Table of contents at top Indicate headings Separate with lines or asterisks above and below heading Allow a few extra line breaks after the end of each section Don’t forget standard newsletter info at bottomJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  42. 42. +A few examples… Walk Georgia (HTML & text-only) http://us1.campaign-archive1.com/home/?u=4cc31c1fa608a4d5b37d9e142&id=97c6956b22 Environmental News (HTML & text-only) http://www.caes.uga.edu/unit/oes/news.cfm Galleries http://www.beautiful-email-newsletters.com http://www.email-gallery.com http://mailchimp.com/features/email-template-galleryJune 12, 2013Send Your Message to the Masses : : Email Newsletter Overview
  43. 43. +June 12, 2013Send Your Message to the Masses : : Email Newsletter OverviewQuestions?Emily Pittsepitts@uga.edu706-542-0811Visit www.caes.uga.edu/unit/octsfor more resources and WIMBA archives.

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