Email Newsletters - What works, what doesn't

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What works, what doesn’t, and what you have to figure out for yourself.

What works, what doesn’t, and what you have to figure out for yourself.

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  • 1. Email Newsletters
    What works, what doesn’t, and what you have to figure out for yourself.
  • 2. Email is not Print
  • 3. Email has its own style
    Much like web
    Scan and skim
    Short and sweet
    Drive to your website
    Provide value – make people want to open your emails
  • 4. Strategy – Why?
    Who is your audience?
    What do you want them to do?
    How often will you send?
    What kind of content?
    Where will it come from?
  • 5. Obama Email
    Targeted
    Short, sweet
    Focused topic/action
  • 6. McCain Email
    Too long
    Too broad
    Too much going on
  • 7. Rules
    CAN-SPAM Act
    Opt-in is best
    Opt-out is a requirement
    Avoid deceptive subject lines
    Use a 3rd party email service provider
    Don’t use Outlook/Entourage to send your mail or you’ll end up blocked and banned
    You need measurement
  • 8. Subscriber Management
    Subscribe button or form on your website
    Promote subscription offline
    Listserv use
  • 9. Design Options
    Existing templates
    Clear ND and department branding
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Campaign Monitor - Measurement
  • 15. Measurement Options
  • 16. Google Analytics
    Track how/what users are doing on your site once they come in from an email newsletter
    Even measure conversions/ROI
  • 17. It’s the Content
    There are a lot of newsletters, and you get a lot of emails
    What makes you open a newsletter and read?
    Content is king – it’s why you even bother reading these things.