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E-Newsletter best practices
 

E-Newsletter best practices

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Here's a short slideshow I've put together to discuss e-newsletter best practices.

Here's a short slideshow I've put together to discuss e-newsletter best practices.

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    E-Newsletter best practices E-Newsletter best practices Presentation Transcript

    • Marie-Line Gendron Digital Marketing and Social Media Community Manager
    •  Subscription Method  Best practice: confirmed opt-in E-newsletters must be sent only to confirmed subscribers “Marketing email should only be sent to recipients who have provided their consent to receive such information.(…) If organizations have not obtained the express consent of recipients prior to sending these types of email messages, then they are sending spam. “ - PIPEDA Personal Information Protection and Electronic Documents Act Came into full force throughout Canada in January 2004; establishes the obligations of those who collect, use and disclose personal electronic-mail addresses. http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/gv00330.html#bp2 http://www.parl.gc.ca/About/Parliament/LegislativeSummaries/bills_ls.asp?Language=E&ls=C28&Mode=1&Parl=40&Ses=3&source=library_prb#a6 General Beginning Format Content Content Format Look Look KPIs Ending KPIs Testing Pricing Pricing
    •  Subscription Method  Best practice: Confirmed opt-in Suscription Confirmation sent by mail to subscriber Confirmation accepted by susbcriber Excellent timing to ask for addition in subscriber’s contact list Beginning Format Content Look Ending KPIs Testing Pricing
    • Relationship beginning  Timing is everything ▪ Best practice: When members are ready to convert! ▪ All sources won’t agree but… ▪ AVOID Monday mornings ▪ Information retention lasts 48h ▪ Split of mailing list… test diff. hours / days ▪ Find the sweet spot ▪ Consistency, consistency, consistency! http://www.brownbearmedia.com/blog/web-marketing-2/whento-send-email-newsletter http://www.theemarketingblog.com/page/2/ http://mashable.com/2011/08/31/email-newsletter-best-practices/ Beginning Format Content Look Ending KPIs Testing Pricing
    •  Size  Best practice: Optimize your design for:  Optimal width: 600-700px  Above fold pixels (200-300 px) are crucial: let’s be strategic!  Test (Outlook, Yahoo, Gmail, Hotmail)  Weight  Best practice: less than 30-40kb  Actual: all around 15kb http://www.webdesignerdepot.com/2011/05/dos-and-donts-for-designing-email-newsletters/ Beginning Format Content Look Ending KPIs Testing Pricing
    •  Image or text?...or both?  Best practice: Multi-Part MIME format ▪ ▪ ▪ ▪ 5% of readers can’t read HTML format Sends an HTML email + a text format 100% of recipients can read it Most email clients turn images off by default unless the recipient explicitly turns them on (i.e. Outlook, Gmail and others) Beginning Format Content Look Ending KPIs Testing Pricing
    •  Object  Best practice: Simply reflect the content ▪ Between 3-7 words ▪ Between 20-50 characters ▪ Let the reader know the intervals of communication  Sender’s name  Best practice: Name of the brand/Club ▪ No creativity contest! https://www.washington.edu/externalaffairs/uwmarketing/bestpractices/ecomm/docs/DesignGuide.pdf Beginning Format Content Look Ending KPIs Testing Pricing
    •  Object and sender’s name “ Every email marketing communication should clearly identify the sender of the email.The subject line and body text in the communication should accurately reflect the content, origin and purpose of the communication.” - PIPEDA Example: Date: Tue, 5 Oct 2004 07:32:02 -0400 From: Bell Canada - Electronic bill <bill.presentment@bell.ca> TO: JOE CONSUMER " <joe@consumer.ca> Subject: Your Bell e-bill is ready / Votre facture électronique est prête https://www.washington.edu/externalaffairs/uwmarketing/bestpractices/ecomm/docs/DesignGuide.pdf Beginning Format Content Look Ending KPIs Testing Pricing
    •  Printable Version  Just make it easier!  Goal: help content sharing  Ressource person  53% of enterprises have a contact person in their e-newsletters  Reassuring to know you can contact someone 24/7 about your e-newsletter http://www.lyris.com/resources/email-marketing/articles/email-best-practices Beginning Format Content Look Ending KPIs Testing Pricing
    • The Content  Friends referral link  Best practice: insert friends referral link in e-newsletters Based on the assomption that: ▪ New moms probably know a lot of new moms… ▪ Diabetics probably know a lot of diabetics… ▪ Moms with picky eaters probably know a lot of moms with picky eaters… Beginning Format Content Look Ending KPIs Testing Pricing
    • The Content  Links towards the Web site Create traffic to your Website  Build your e-newsletter with a specific goal  Avoid "click here" links  Use actionable language such as "read more . . .", "donate", or "unsubscribe"   Link – Subscription to the newsletter  If “share with a friend” link is inserted Beginning Format Content Look Ending KPIs Testing Pricing
    • The Content  Link – Confidentiality Policy  The Personal Information Protection and Electronic Documents Act (PIPEDA) : “ Every email should provide a link to the sender's privacy policy. The privacy policy should explain the intended use and disclosure of any personal information that might be gathered through "clickstream" means or other website monitoring techniques.” - PIPEDA http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/h_gv00045.html Beginning Format Content Look Ending KPIs Testing Pricing
    •  F design : how the human eye reads online! Beginning Format Content Look Ending KPIs Testing Pricing
    •  Consistency  standard number of articles  standard format for writing articles  same colors and disposition of elements within your enewsletter Benefits:  Builds "brand identity" with your subscribers  Makes it easier to scan and read your e-newsletters  Makes it easier for you to test and improve! http://groundwire.org/resources/articles/writing-newsletters-best-practices Beginning Format Content Look Ending KPIs Testing Pricing
    •  Images  A few compelling pictures next to text is just fine, so long as your design doesn't depend on them being there to look good  E-mail messages based mainly on graphic images often are caught or blocked by SPAM filters  Include a footer  Helps establishing the end of content. http://groundwire.org/resources/articles/writing-newsletters-best-practices Beginning Format Content Look Ending KPIs Testing Pricing
    •  Branding universe  Recreate your branding universe  Consistency!  What to bribe about?  Keep it short!  Grab people's attention: easily digestible bits of information.  Differenciate with added value: ▪ ▪ ▪ ▪ Articles Videos (double the click rate) Tone (same as website) Exclusive offers http://groundwire.org/resources/articles/writing-newsletters-best-practices Beginning Format Content Look Ending KPIs Testing Pricing
    • Relationship ending
    •  Opt-out method  Best practice: Confirmed opt-out “ In all email messages to current customers, organizations must include an opportunity for the recipient to opt out. This opportunity should not be buried in the email message and must, at minimum, be website- and/or email-enabled. The language used should be as simple as: "If you no longer wish to receive marketing offers from this organization, please click here or email info@ABCcompany.com.“ - PIPEDA Beginning Format Content Look Ending KPIs Testing Pricing
    •  Opt-out method  Best practice: Confirmed opt-out Opt-out confirmation page Opt-out Confirm opt-out + ask why (1Q) and build your understanding of consumers’ behavior Beginning Format Content Confirmation accepted by subscribers http://www.lyris.com/resources/email-marketing/articles/email-best-practices http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/fra/gv00330.html Look Ending KPIs Testing Pricing
    •  Opt-out method  Best practice: Confirmed opt-out Beginning Format Content Look Ending KPIs Testing Pricing
    • "Data! Data! Data!" he cried impatiently. "I can't make bricks without clay." - Sherlock Holmes
    • Measures (provided by the service provider): • Nb of email sent • Nb of opened email • Nb of rejected email • Nb of opt-out (by segment: nb of years, email prompting opt-out) • Nb of clics per element (tracked) + total Key Performance Indicators (KPIs) : - Nb of delivered emails (email sent – rejected emails) - Delivery rate (delivered emails / sent emails) - Opt-out rate (nb of opt-out / delivered emails) - Open rate* (opened emails / delivered emails) - Attrition rate of the email base ( nb of unsubscribing / total number of bases’ emails) http://www.renaud-bray.com/Livres_Produit.aspx?id=1039757&def=Web+analytics,MALO,+NICOLAS,WARREN,+JACQUES,9782212544817 Beginning Format Content Look Ending KPIs Testing Pricing
    • Google Analytics integration (with tracking code): • % trafic generated by email • Bounce rate on landing page (for this particular trafic source) • Click rate on the landing page (for this particular trafic source) • Conversion generated (nb and %) (between 0,1% and 2%) Beginning Format Content Look Ending KPIs Testing Pricing
    •  What to test?  E-newsletter’s components (subject, images, copy, trigger buttons, etc.)  E-newsletter’s look in major web-based email services (i.e. Hotmail, Gmail, Yahoo, Outlook)  Timing of sending  How to test?  Components: A/B testing (trackers through G.A.)  Look: by opening accounts  How often?  Components: every e-newsletter is an opportunity http://fr.wikipedia.org/wiki/Test_A/B  Look: once http://www.webdesignerdepot.com/2011/05/dos-and-donts-for-designing-email-newsletters/ Beginning Format Content Look Ending KPIs Testing Pricing
    • -
    • Merci de votre confiance !