Email Newsletters - What works, what doesn't
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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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    Email Newsletters - What works, what doesn't Email Newsletters - What works, what doesn't Presentation Transcript

    • Email Newsletters
      What works, what doesn’t, and what you have to figure out for yourself.
    • Email is not Print
    • 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
    • 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?
    • Obama Email
      Targeted
      Short, sweet
      Focused topic/action
    • McCain Email
      Too long
      Too broad
      Too much going on
    • 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
    • Subscriber Management
      Subscribe button or form on your website
      Promote subscription offline
      Listserv use
    • Design Options
      Existing templates
      Clear ND and department branding
    • Campaign Monitor - Measurement
    • Measurement Options
    • Google Analytics
      Track how/what users are doing on your site once they come in from an email newsletter
      Even measure conversions/ROI
    • 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.