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Lee Rose - Xtra! Xtra! Read All About It! Effective E Newsletter And Email Campaigns
 

Lee Rose - Xtra! Xtra! Read All About It! Effective E Newsletter And Email Campaigns

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Is your e-newsletter headline news or junk mail? Explore best practices and tips for writing amazing e-newsletters that drive interest and funds to your organization! Move your subscribers to take ...

Is your e-newsletter headline news or junk mail? Explore best practices and tips for writing amazing e-newsletters that drive interest and funds to your organization! Move your subscribers to take action with messages that are sharp, engaging and compelling. Learn how email metrics can help you improve your e-newsletters and email campaigns.

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    Lee Rose - Xtra! Xtra! Read All About It! Effective E Newsletter And Email Campaigns Lee Rose - Xtra! Xtra! Read All About It! Effective E Newsletter And Email Campaigns Presentation Transcript

    • Xtra! Xtra! Read all About it! Effective E-Newsletter and E-mail Campaigns
    • Introductions and expectations
      • Around the room in 80 seconds
        • What do you want to walk away with today?
      • A quick show of hands
        • Does your organization currently have an e-newsletter or e-campaign?
        • What’s your current number of subscribers? < 500, Between 500 and 2 500, > 2 500?
        • Do you use a e-mail marketing service such as Constant Contact or Industry Mailout ?
    • Workshop overview
      • Planning your e-mail campaigns
      • An effective e-newsletter in 5 easy steps
        • What’s in a name?
        • What should my newsletter look like?
        • Writing tips and tricks
        • Subject lines
        • Hit send!
      • Post mortem (e-mail metrics & campaign evaluation)
      • Expanding your audience
      • The good, the bad and the ugly
      • Q&A
    • Planning your e-mail campaigns
      • Develop a rolling production calendar
        • Map out your entire campaign or year
        • Select your publication or send dates
        • Work back from your send dates
      Donor Campaign E-mail Plan Publication Date Content Contributors Notes June 15, 2009
      • Donor campaign
      • Client profile
      • Community Corner
      Executive Director Program Manager Get photo of executive director in action July 15, 2009
      • Trillium Grant
      • campaign update
      • Second client profile
      • Community Corner
      Grants Writer Program Manager Incorporate thermometer image for campaign total August 15, 2009
      • Campaign results
      • Impact statements
      • Community Corner
      Board Chair Executive Director Event photos from campaign announcement
    • Planning your e-mail campaigns
      • Line up content and contributors
        • Identify and solicit potential content at staff / board meetings
        • Connect with peers at similar organizations
        • Share news stories from the media (scour RSS feeds and news sites)
      • Set up templates
        • Newsletters, invitations, press releases etc.
      • Allow for flexibility
        • Have content ‘in the can’ for slow news months
        • Be prepared to shuffle content based on relevant events (leverage external events or news)
      • Solicit feedback from your readers
        • What kind of content do they expect and when?
    • An effective e-newsletter in 5 easy steps
      • Step 1: What’s in a name?
      • Step 2: What should my newsletter look like?
      • Step 3: Writing tips and tricks
      • Step 4: Subject lines
      • Step 5: Hit send!
    • An effective e-newsletter in 5 easy steps
      • Step 1: What’s in a name?
      • Why is a name important?
        • Unique identifier for your readers – a measure of consistency and recognition
        • Opportunity to integrate/extend your organization’s brand and visibility
      • Newsletter names in the room
      • What makes a great name?
        • Linked to your organization (mission, vision, values)
        • Short and simple
    • An effective e-newsletter in 5 easy steps
      • Step 1: What’s in a name?
      • Making the case – The Ten Oaks Project
    • An effective e-newsletter in 5 easy steps
      • Step 1: What’s in a name?
      • Coming up with a great newsletter name – Group Activity
        • Take 15 minutes
        • Use the case study examples or real examples from your group
        • Come up with great newsletter names
        • Show & Tell
    • An effective e-newsletter in 5 easy steps
      • Step 2: What should my newsletter look like?
      • Keep it clean, clear and simple
        • Plenty of white space
        • Avoid flashy colours and special effects
      • Should match your organization’s brand identity and website
        • Use the same colour palette as your website
        • Simple, clean and easy to read typefaces (2 or 3 fonts – no more!)
      • Write and design for the preview pane
      • Keep accessibility in mind
        • HTML & Text versions, ALT descriptions
      • Never send an all-image e-mail newsletter
    • An effective e-newsletter in 5 easy steps
      • Step 2: What should my newsletter look like?
      • Making the case – Imagine Canada
    • An effective e-newsletter in 5 easy steps
      • Step 3: Writing tips and tricks
      • Appeal to skimmers
        • Use lots of headlines, subheadings and short chunks of text
        • Active verbs and vivid nouns will grab the reader’s attention
        • Excellent online resource : Copyblogger - http://www.copyblogger.com/magnetic-headlines/
      • Brevity
        • Write tight. Omit unnecessary words
      • Sentence structure - Be straightforward
    • An effective e-newsletter in 5 easy steps
      • Step 3: Writing tips and tricks
      • Text formatting
        • Use short paragraphs - A 100-word paragraph looks pretty long on a web page
        • Headings should make absolutely clear what the page contains or concerns
        • Use subheadings to help the reader scan the page efficiently and happily
      • Links
        • A link must give the reader a reasonable expectation of what she will get when she clicks
        • Avoid using ‘click here’ or ‘website’
        • Avoid spanning links over two lines
        • Links are a great way to drive traffic to your website
    • An effective e-newsletter in 5 easy steps
      • Step 3: Writing tips and tricks
      • Making the case – HR Council
    • An effective e-newsletter in 5 easy steps
      • Step 4: Subject lines
      • Effective subject lines are critical to the success of your newsletter or campaign
      • You’ve got three seconds or less to get someone to open your e-mail message
        • First second is spent on the ‘From’ line
        • Next two seconds are spent scanning the subject line
    • An effective e-newsletter in 5 easy steps
      • Step 4: Subject lines
      • Lee’s inbox
    • An effective e-newsletter in 5 easy steps
      • Step 4: Subject lines
      • Keep it short and sweet
        • Aim for less than 50 characters (including spaces)
        • Note: Aim for less than 50 characters (including spaces) = 50 characters
        • Most mobile devices, like Blackberries and iPhones, can only show 14 characters
      • Be specific
        • Vague and generic subject lines are a waste of real estate
        • Avoid things like “Humane Society March 2008 Newsletter”
      • Be a tease
        • A clever subject line can be enticing when executed properly
        • Teasers require some creativity and the content needs to deliver
    • An effective e-newsletter in 5 easy steps
      • Step 4: Subject lines
      • Get personal
        • A personalized message will cut through the clutter of an over-filled inbox
        • This can be as simple as using the words ‘you’ ‘your’ ‘our’ or ‘we’
      • Use numbers to get attention
        • ‘ Fundraising gala tickets still available’ vs. ‘Only 10 seats left for premiere gala event’
      • Listen to WIIFM
        • When a person gets your e-mail, the first thing they consider is &quot;what's in it for me?”
        • Do they open your e-mail, leave it for later, or delete it?
    • An effective e-newsletter in 5 easy steps
      • Step 4: Subject lines
      • Don’t get caught in spam filters
        • Your e-mail needs to be delivered to even stand a chance!
        • Avoid words like free, ALL CAPS, excessive punctuation etc.
      • Avoid using the same subject line every time
        • Seeing “Society Newsletter” every month isn’t going to spark interest
      • Write it last
        • It's important to determine all the elements of your e-mail first
        • Pick your top story and feature it e.g. “3 tips for new puppy adopters”
    • An effective e-newsletter in 5 easy steps
      • Step 5: Hit send
      • Double check that everything is in order
        • Do all of the links work?
        • Are the template elements updated? (month, issue number etc.)
        • Is my subscriber list up to date?
      • Put an unmistakable name in the ‘From’ field
        • Typically use your organization, campaign or initiative name
        • Use an individual’s name carefully
        • Keep it consistent to help build up reader recognition
    • An effective e-newsletter in 5 easy steps
      • Step 5: Hit send
      • When to send it out
        • Consider your audience first
        • Avoid the purge!
      • Best days:
        • Tuesdays, Wednesdays and Thursdays
      • Best times:
        • Between 10 and 10:30 a.m. or 1 and 1:30 p.m. [The Pavlovian Ping]
        • Be aware of seasonal and time zone issues
    • Post mortem (e-mail metrics & campaign evaluation)
      • Demonstration of online e-mail marketing service
        • Service providers include:
          • Industry Mailout
          • EmailNow
          • Constant Contact
    • Expanding your audience
      • Place a sign-up button on your homepage
        • This can be as simple as an e-mail link or it can be a text field
        • Highly visible and ‘above the fold’
        • Example: David Suzuki Foundation
      • Place a sign-up button on your newsletter
        • Allows people who were forwarded your newsletter to easily subscribe
      • Collect e-mail addresses at conferences, events or workshops
      • Use social media
        • Include a link on your organization’s Facebook page
        • Start related discussion topics
        • Update your status to include a link to the latest issue
        • Update your Twitter feed
    • The good, the bad and the ugly – Newsletter evaluation
      • Amnesty International Canada
        • http://www.amnesty.ca/updates/latest.html
      • CanadaHelps.org
        • http://www.canadahelps.org/Newsletters/InsightsDec08.htm
      • CharityVillage
        • http://newsmgr.charityvillage.com/display2.aspx?SID=5c5df1ed-ae14-45d4-b74a-116460d0d5d7&N=298
      • Foundation for Rural Living
        • http://www.frl.on.ca/frl/NewsAndUpdates/newsletter/2006_Jan.htm
      • Maytree Foundation
        • http://www.industrymailout.com/Industry/View.aspx?id=149154&q=127755563&qz=504caa
      • Ottawa Humane Society
        • http://www.ottawahumane.ca/enews/apr2009/
      Note: The presenter has not assigned good, bad or ugly ratings to any of these newsletters!
    • Q & A
      • Questions?
    • Xtra! Xtra! Read all About it! Effective E-Newsletter and E-mail Campaigns