E write - ywca boston how to publish e newsletter that pays you back - 8july2013

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  • http://ewriteonline.com/ http://ewriteonline.com/category/writing-matters/
  • http://www.ojjdp.gov/newsletter/241367/index.html
  • http://s2338.t.en25.com/e/es?s=2338&e=45800&elq=afd22f6c95944d98af04628f0578020e
  • http://www.ymcachicago.org/blog/entry/2013-may-newsletter/ http://www.ymcachicago.org/pages/january-2013-newsletter
  • http://archive.constantcontact.com/fs131/1102107208373/archive/1111410539017.html http://archive.constantcontact.com/fs131/1102107208373/archive/1110297794756.html
  • http://ecampus.oregonstate.edu/enews/201212en/
  • http://www.girlscouts.org/research/enewsletters/emails/gsri_e-newsletter_Issue_16/default.htm
  • http://www.socialsecurity.gov/newsletter/
  • https://www.mailermailer.com/resources/metrics/2012/subject-lines.rwp
  • https://www.mailermailer.com/resources/metrics/2012/bounce-rates.rwp
  • http://library.lanl.gov/libinfo/news/
  • http://www.cdcnpin.org/scripts/df/index.asp
  • http://www.carla.umn.edu/immersion/acie/#abc
  • http://www.ywcaofcleveland.org/site/c.9hKQL9NNLmJ2G/b.8076117/k.F16A/Newsletter_Archives.htm
  • http://www.ywcabergencounty.org/category/newsletters/
  • E write - ywca boston how to publish e newsletter that pays you back - 8july2013

    1. 1. How to Publish an eNewsletter That Pays You Back Leslie O’Flahavan, E-WRITE @LeslieO YWCA Boston July 8, 2013
    2. 2. Thanks for the opportunity to present this webinar! © 2013 E-WRITE 2
    3. 3. How today’s webinar will work • From 2 – 4:30 pm • Discussion and activities • Webinar home page at bit.ly/1d9ESLi • Download accompanying handouts • Questions – ask at any time © 2013 E-WRITE 3
    4. 4. “You owe me…” © 2013 E-WRITE 4
    5. 5. Today’s topics 1. Why to keep publishing an e-newsletter 2. How to develop an e-newsletter content formula that supports your brand and business goals 3. How to set an appropriate tone in your writing 4. How to write a must-open subject line 5. How to archive back issues of your newsletter 6. Review of sample e-newsletters © 2013 E-WRITE 5
    6. 6. Part 1: Why to keep publishing an e-newsletter
    7. 7. © 2013 E-WRITE Why do you (still) publish an e-newsletter? 7
    8. 8. © 2013 E-WRITE Scary newsletter factoid Most users fail to unsubscribe even when they don’t want to receive or aren’t reading the newsletter. 8
    9. 9. © 2013 E-WRITE Even scarier… 9
    10. 10. Reasons to keep publishing an e-newsletter 1. In some cases, you don’t have to acquire subscribers; they’re given to you. 2. The workplace inbox may be the last workplace- only communication channel. 3. E-newsletter content is versatile. It works as a publication, as web content, and in social media. 4. It’s easy to plan. 5. It meets the needs and expectations of the print-to- web generation. 6. It helps prevent you from sending too many separate e-mails © 2013 E-WRITE 10
    11. 11. Part 2: How to develop an e-newsletter content formula that supports your brand and business goals
    12. 12. © 2013 E-WRITE Develop a content formula: 5 types of content you know your subscribers want • Write content that matches your subscribers’ expectations and needs • Offer five content “departments” – Easy to understand what each content department offers – Easy to recognize when scanning • Keep word count consistent 12
    13. 13. Content formula for OJJDP News © 2013 E-WRITE 13
    14. 14. Content formula for GovLoop Daily Awesome © 2013 E-WRITE 14
    15. 15. What’s the content formula? © 2013 E-WRITE 15
    16. 16. What’s the content formula? © 2013 E-WRITE 16
    17. 17. What types of content would support the YW Boston brand? (Brand and Pitch Presentation, 3-12-13)
    18. 18. YW Boston: Brand Is not: • About history • Fists in the air • “Feminism” • “Racial Justice” • “Class” • “Oppression” • A woman’s-only organization • “In Your Face” • Activist • Flowery • Disease-focused • Talk, introspection Is : •The active present and future •The open hand/ arms •Gender Equity •Racial Equity •Social Equity •Privilege •An organization for all •Measured •Facilitator •Educator, Mobilizer •Evidence-focused •Asset-Focused •Understanding and Action© 2013 E-WRITE 18
    19. 19. Activity: Propose a content formula for your newsletter • Work with a partner • Choose five content types that support your brand and align with business goals • Think about whether your team will be able to reuse those content types © 2013 E-WRITE 19
    20. 20. Which is the best reason to have a content formula? a. Readers can rely on, and look forward to, types of content b. Is easier to develop an editorial calendar c. It’s easier to explain to content contributors why you need (or won’t publish) a type of content © 2013 E-WRITE 20
    21. 21. What your e-newsletter must offer to compete with your Facebook page
    22. 22. Depth © 2013 E-WRITE 22
    23. 23. Good looks © 2013 E-WRITE 23
    24. 24. Predictability © 2013 E-WRITE 24
    25. 25. Part 3: How to set an appropriate tone in your writing © 2013 E-WRITE 25
    26. 26. Who are you to your subscribers? Who should you be? © 2013 E-WRITE 26
    27. 27. © 2013 E-WRITE Use a tone that matches the purpose of your e-newsletter Who are you to your subscribers? • Friend • Colleague • Reporter • Expert • Helper 27
    28. 28. How does the tone match the purpose? © 2013 E-WRITE 28
    29. 29. How does the tone match the purpose? © 2013 E-WRITE 29
    30. 30. How does the tone match the purpose? © 2013 E-WRITE 30
    31. 31. Activity: Discuss the tone of your newsletter 1. Who are you to your subscribers? 2. Which words give the article its tone? 3. Does the tone of the writing help the reader care about your content? © 2013 E-WRITE 31
    32. 32. Part 4: How to write a must- open subject line
    33. 33. © 2011 E-WRITE Write a must-open subject line 1. GSA Steps Newsletter, Issue No. 22 2. The Mel King Institute: August 2011 Newsletter 3. [WordBiz] 5 easy tips to create landing pages that convert; quick definition of podcasting 4. eLink #162: Tax tips and calculators, finding cheaper services, free downloads, and more! 5. MHSA eNews: Summer Rooftop Reception, Solutions Database and Budget Update 6. May PowerLines Newsletter
    34. 34. © 2011 E-WRITE Anatomy of a subject line • Newsletter name • Newsletter date and volume number • Publisher’s name • Newsletter topic(s)
    35. 35. Open rate by subject line length © 2013 E-WRITE 35
    36. 36. Activity: Write or revise a subject line for this newsletter conta.cc/1d9QrCe © 2013 E-WRITE 36
    37. 37. How publishing your e-newsletter more frequently could make your job easier
    38. 38. With opt-in e-newsletters, more frequent sending cleans the list © 2013 E-WRITE 38
    39. 39. If you publish a shorter e-newsletter more frequently, you may save time on … • Story “harvesting” • Production tasks such as photo finding, copy editing, proofreading, and link checking © 2013 E-WRITE If you publish a shorter e-newsletter more frequently, you may gain… • Support and interest • Relevance • Subscribers 39
    40. 40. Part 5: How to archive your e-newsletter
    41. 41. © 2013 E-WRITE Why to archive newsletters • Archiving is a typical publishing task • Elements of your e-newsletter age at different rates • Archived e-newsletters add heft to your web site and build your reputation • More content means more attention from search engines 41
    42. 42. © 2013 E-WRITE Comprehensive ≠ Useful 42
    43. 43. © 2013 E-WRITE A fuller archive: CDC Connections E-newsletter 43
    44. 44. © 2013 E-WRITE Newsletter archive example 44
    45. 45. © 2013 E-WRITE How to archive your newsletter at your site • Back issues listed by date only - NO • Back issues listed by date plus brief table of contents - YES • Back issues listed by date, detailed table of contents, blurbs - YES 45
    46. 46. © 2013 E-WRITE How long to archive back issues? • E-newsletter format must still be usable and must enhance content • E-newsletter content must be current • You must have proof that users want the archived content • You must provide more description than just the date of the back issues 46
    47. 47. This kind of archive isn’t helping anyone very much © 2013 E-WRITE 47
    48. 48. Archive - YWCA of Greater Cleveland © 2013 E-WRITE 48
    49. 49. Archive - YWCA of Bergen County © 2013 E-WRITE 49
    50. 50. Part 6: Review of sample e-newsletters © 2013 E-WRITE 50
    51. 51. Activity: review staff newsletter picks 1. Why do you like this newsletter? 2. How is it different from your own newsletter? 3. What lessons can it offer YWCA Boston? © 2013 E-WRITE 51
    52. 52. Wrap-up: Plan next steps What should your team do to improve your newsletter? •This month •By the end of the summer •By the end of the year © 2013 E-WRITE 52
    53. 53. Questions? Comments? Contact info: Leslie O’Flahavan, E-WRITE Leslie@ewriteonline.com 301-989-9583 www.ewriteonline.com @LeslieO www.linkedin.com/in/leslieoflahavan © 2013 E-WRITE 53
    54. 54. Resources • Best Practices for Developing Effective E-Newsletter Content http://www.washington.edu/marketing/files/2012/10/ContentGuide.p df • E-newsletter Guidelines http://www.kumc.edu/communications/e-newsletter-guidelines.html •Resource list: E-Mail Newsletter Best Practices https://ccit.college.columbia.edu/webguide/email?destination=node %2F446 •Worst Practices: Email Newsletters – University of Florida http://www.markcregan.com/worst-practices-email-newsletters- university-of-florida/ © 2013 E-WRITE 54

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