Nema e newsletter

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2010 Membership, Development, PR & Marketing PAG Spring Workshop.

e-Newsletters - Presentation by Cheryl Mattson, Director of Membership, Mystic Seaport, CT

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Nema e newsletter

  1. 1. Keys to a Successful eNewsletter Program Presented by Cheryl Mattson Mystic Seaport The Museum of America and the Sea May 17, 2010
  2. 2. Keys to a Successful eNewsletter Program May 17, 2010 Mystic Seaport Museum 2
  3. 3. The Plan • Goal (s) – Cultivation and Retention – Events – Donate/Join – Visit • Audience – Segmentation and Sub-groups • Member vs. non-member • New member • Geographic • Family – May look different than offline member group – What are the key interests of opt-ins May 17, 2010 Mystic Seaport Museum 3
  4. 4. The Plan - cont • Messaging – Long range plan for the year • Holidays • Key events • Exhibit openings – Editorial calendar for next two to three issues – Decide on tone/style • Frequency – Consistency is key – Weekly, monthly – Manpower • Plan for gathering emails (opt-ins) – Website (tell them what they will receive) – Membership renewals, events • Software – Template Services • Constant Contact • iContact – Good list management software – eCRM software • Convio – In-house May 17, 2010 Mystic Seaport Museum 4
  5. 5. Design • Keep it simple – Easier for reader – Easier for editor • The Look – Brand consistent • logo, color, fonts, compatible with main website’s look and feel – Ready made templates – Limit number of fonts – Limit copy with links to main site • Key components – Subject Line • Tell us what's inside • Be consistent • Change for each issue • Recognizable sender (who) • Watch the length – email clients and platforms don't display messages consistently – Privacy Policy – Subscribe/Unsubscribe – Forward to a friend – Main site link – Contact information • Phone numbers, • Snail mail address – Logo May 17, 2010 Mystic Seaport Museum 5
  6. 6. Design -cont • Content – Key sections, columns – Calendar of upcoming events – Soft feature – human interest – Text is easy to scan – use headlines, subheads, short text – Any Special languages? – Style/tone of contributors – Conditionalize May 17, 2010 Mystic Seaport Museum 6
  7. 7. Design -Cont • Layout – Design with email reading habits • Eye tracking heat maps – Most important above the fold – Use sectioning – lines, blocks, colors, what’s in this issue, headlines – Constant among issues • Standing columns • Important dates – Flexible length – Printable • Links – Use opportunity to link to other areas of interest in the copy – Set links to open in a separate window browser – Test the links – Link text – “Read more…” vs. “Click here…” • Facilitate action – Join, Donate, Volunteer • Refresh • Conditionailize – Outlook 2007 Optimization • Remember images require user to click to view – use copy also • Forms may not work – better to link to web site (also for flash and animation) May 17, 2010 Mystic Seaport Museum 7
  8. 8. Sample Branding Fresh Look Above the Fold Feature Column Sections Titles Hyperlinks May 17, 2010 Mystic Seaport Museum 8
  9. 9. Implementation • Frequency – Vacations – Let internal departments know schedule – Last minute adds • Proof – Read standing up and out loud – Reviewer list • Consistent group with primary assignments (links, dates, pricings, editing, content) • Key special project managers • Resources – BOOK TIME! – Images (free: paint.net) – Copy – web, word docs., new • Grow list – Gather emails (opt-ins) • What are their key interests • Website, membership renewals, events – Welcome eNewsletter • What they will receive and how to manage (opt-out of account) • Send – Right format for reader – html or text – Email feedback and responses May 17, 2010 Mystic Seaport Museum 9
  10. 10. Review/Evaluate • What is good? – Jupiter Research Survey found: • 88% deliverability • 20% Open rate • 9.5% click-through rate • 1.1% conversion rate • Open Rate – 1st time, holidays • Click through rate – Hyperlinks are key to drilling down to interests • Email feedback – Good – bad? – Listen • Unsubscribe – Monitor • Testing – A/B testing of messages • Ongoing questions – Have key interests changed? – Do click through links show certain areas of interest? – Do some groups view email differently? May 17, 2010 Mystic Seaport Museum 10
  11. 11. eMail Response Results Open Rate by Interest Group May 17, 2010 Mystic Seaport Museum 11
  12. 12. eMail Response Results Open Rate by eNewsletter May 17, 2010 Mystic Seaport Museum 12
  13. 13. eMail Response Results Open Rate by Membership Status May 17, 2010 Mystic Seaport Museum 13
  14. 14. eMail Response Results Summary May 17, 2010 Mystic Seaport Museum 14
  15. 15. eMail Response Results - Key Clickthroughs January 2010 February 2010 March 2010 April 2010 Our lady in the C oastal Morgan Top links: 382 Village 546 Gourmet Menu 226 Restoration 706 Latitude 41 Morgan Museum 183 Greece Trip 405 Restoration 166 Purchase Award 221 Steve White Bus Trip to Bus Trip to 141 New York 203 Maine 130 Greece Trip 188 Greece Trip 118 C hantey Blast 181 C anal Exhibit 125 Futtock 97 Milling Video Maine trip/ Laser Scanning 169 Greece Trip 99 Shipwrights 86 Video May 17, 2010 Mystic Seaport Museum 15
  16. 16. Summary • Surveying helps to conditionize – Give them what they want • Use eNewsletter to help each reach goals – drive results • Use links to inform future eNewsletters, events and programs • THANK YOU! May 17, 2010 Mystic Seaport Museum 16

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