WebreDesigns Guide to eNewsletters

345 views

Published on

The purpose of this WebreDesigns guide to eNewsletters is to stimulate thoughts, exchange ideas and engage in a lively dialogue on how to create extraordinary user experiences with eNewsletters.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
345
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

WebreDesigns Guide to eNewsletters

  1. 1. WebreDesigns Guide toeNewsletters Copyright © 2013 delvalle3d.com All rights reserved.
  2. 2. WebreDesigns Guide to eNewsletters Welcome Table of Contents The purpose of this  State of newsletters WebreDesigns guide to  Anatomy of an onlineeNewsletters is to stimulate newsletter thoughts, exchange ideas  A plan of action and engage in a lively  Content  Design dialogue on how to create  Technology extraordinary user  Project Planning experiences with  Contact us eNewsletters. 2 Copyright © 2013 delvalle3d.com All rights reserved.
  3. 3. The state of newsletters "The reports of my death are greatly exaggerated.“ ~ Mark Twain 3 Copyright © 2013 delvalle3d.com All rights reserved.
  4. 4. Alive & WellDespite those who see publishing a newsletter as an old-fashioned, inefficient way to communicate with their desired audience, Newsletters are thriving in the digital world "To be, or not to be: that is the question". because…they work! Hamlet (Act III, Scene I) ~ William Shakespeare 4 Copyright © 2013 delvalle3d.com All rights reserved.
  5. 5. Well-crafted newsletters work i. Builds trust with clients, customers and employees ii. Boosts your brand exposure iii. Showcases your expertise with quality content iv. Drives web site traffic v. Improves reputation as thought leader 5 Copyright © 2013 delvalle3d.com All rights reserved.
  6. 6. Anatomy of an online newsletter  Branding (logo  Calls to action + tagline) (big + bold)  Headlines +  Encourage subject lines sharing  Images (forwards)  Content  Links to other  Link back to content your web site  Unsubscribe  Useful 3rd party link (opt-outs) links  Footer (contact us) 6 Copyright © 2013 delvalle3d.com All rights reserved.
  7. 7. Content is the foundation • Newsletters can – Careers include a wide information variety of content – New resources types. and data • Examples include: – News links – Stories – Fundraising – Case studies – Instructional – Testimonials – Thought – Interviews leadership – Project news – Rewards + – Announcements incentives – Third-party articles 7 Copyright © 2013 delvalle3d.com All rights reserved.
  8. 8. Design and format sets the toneFill your blank canvas… 8 Copyright © 2013 delvalle3d.com All rights reserved.
  9. 9. Technology fine-tunes the approach  Gather your technology requirements for newsletter creation (list volume, mail frequency, localizations)  Choose the right technology platform to suit your newsletter needs  Demo product thoroughly  Ramp up on the platform’s features and functions (basic and advanced)  If there is a ‘match’, you’re ready to walk down the aisle! 9 Copyright © 2013 delvalle3d.com All rights reserved.
  10. 10. Other considerations• Set goals control (content,• Define success production,• Identify topics consistency)• Select resources • Solicit reader feedback• Determine sender + newsletter • Track + report on frequency key metrics• Create Mailing list • Commit to continuous• Develop content improvement calendar • Iterate as needed• Brand guidelines• Test & target• Ensure quality 10 Copyright © 2013 delvalle3d.com All rights reserved.
  11. 11. From white boarding to project plan • Project plan v. Edit & test includes: task, content duration, start/finish vi. QA test delivery dates & resources vii. Release • Sample task newsletter & categories: localizations i. Develop viii. Cross-promote newsletter newsletter strategy ix. Measure ii. Create content newsletter iii. Design & format effectiveness elements x. Develop future iv. Choose newsletter ideas technology 11 Copyright © 2013 delvalle3d.com All rights reserved.
  12. 12. Sample project plan* Task Duration Start Finish Resources1.1 Develop eNewsletter Strategy 30 days Mon 4/1/13 Tues 4/30/131.1.1 Identify project objectives and goals for 5 days Mon 4/1/13 Fri 4/5/13 Marketing lead, marketing team, project project plan owner/sponsor1.1.2. Review project plan for budget 3 days Mon 4/8/13 Wed 4/10/13 Marketing lead, project owner/sponsor1.1.3. Select project team 3 days Thurs 4/11/13 Mon 4/15/13 Marketing lead, project owner/sponsor1.1.4. Analyze audience 2 days Tues 4/16/13 Wed 4/17/13 Marketing lead, Market research1.1.5. Outline requirements for newsletter 3 days Tues 4/16/13 Thurs 4/18/13 Marketing lead, Marketing team creation (theme, content, design)1.1.6. Identify localization requirements 2 days Tues 4/16/13 Wed 4/17/13 Marketing lead, Regional reps1.1.7. Gather content (stories, case studies, 5 days Fri 4/19/13 Thurs 4/25/13 Marketing team interviews, etc.)1.1.8. Define success criteria 1 day Fri 4/26/13 Fri 4/26/13 Marketing lead, Regional reps1.1.9. Review and select technology platform for 3 days Fri 4/26/13 Tues 4/30/13 Marketing lead, Procurement, Vendor newsletter creation1.1.10. Outline newsletter stylebook guidelines 3 days Fri 4/26/13 Tues 4/30/13 Marketing lead, Regional reps, Creative*For illustrative purposes only. 12 Copyright © 2013 delvalle3d.com All rights reserved.
  13. 13. End goal: happy, loyal, engaged subscribers o At the end of the day, your goal is to maximize ‘subscribes’ (registrations) and minimize ‘unsubscribes’ (opt-outs). o To do so,  Keep content relevant, useful + engaging,  Listen to reader feedback,  Observe the competition,  Measure and report effectiveness to your internal newsletter project team, and  Adapt to suit changing subscriber needs. o Look at a well-crafted eNewsletter program as a way to stay customer- focused + cultivate relationships to grow your business. 13 Copyright © 2013 delvalle3d.com All rights reserved.
  14. 14. Thanks for reading this guide. We hope you found it useful. While WebreDesigns is in business to create unique and memorable onlineexperiences for our clients that connect brands and people, we’re also committed to exchanging ideas with fellow web enthusiasts and participating in lively dialogues with the digital community. To this end, we have created a series of free guides to best practices covering various aspects of digital marketing. Enjoy, pass it forward, and give a holler if there’s a topic worth featuring in a future guide. 14 Copyright © 2013 delvalle3d.com All rights reserved.
  15. 15. WebreDesigns Guide to eNewsletters WebreDesigns, is a marketing services consortium For more information, contact: Lourdes Marie Del Valle, Senior Consultant, Digital Strategies • 516) 652-5104 • lourdes@delvalle3d.com 15 Copyright © 2013 delvalle3d.com All rights reserved.

×