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How Catalyze does email newslettersPresentation Transcript
MakingeNewsletterswork for you
About eNewsletters eNewsletters (a form of email marketing) allow you to: • Expand and cultivate your constituency (donors, supporters, colleagues) • Collect detailed insights on what kind of content they like Ultimately, eNewsletters are a “weapon of choice” to engage your target audience to take action – donate, share information, sign a petition, etc.
eNewsletters: how they work eNewsletters are distributed to recipients’ emails in a format similar to a webpage (html), not as an attachment (e.g. PDF). Design locked in a template, no Instead of attaching a file eNewsletter layout is flexible Unlike PDF, eNL performance need to recreate layout every (PDF) to emails, the content is and adaptable to computer is automatically tracked, issue in the email screens, tablets & providing insights on what smartphones recipients like mostContent (text, …is applied to …hosted on an eNewsletter distributed Performanceimage, URL)… template online platform (e.g. & accessible via PC & tracked & Mailchimp.com) Mobile monitored
eNewsletters: advantages over PDFPerformance - Once delivered as email attachments, it is eNewsletter performance is automaticallyTracking almost impossible to track the impact and tracked, from successful deliveries to who performance of PDFs. clicks/shares what items.Development Each new issue needs to be redesigned to Design is fixed in flexible template, isEffort adapt to different content lengths, wasting customizable & easy to edit. No design skills time, money & requiring specialized skills. are necessary, as everything is done online.Support for PDF support for mobile phone access is eNewsletters can be read by mobileMobile Phone not uniform across mobile browsers; small devices, adapting its layout, fontAccess screen & expensive data plans make size, images to match small mobile screens. reading PDFs via mobile inconvenient. Email size is negligible compared to a PDF file.
eNewsletters: advantages over PDFDistribution List List is managed manually, via Outlook List is managed automatically. You can evenManagement address book; readers need to notify segment your list into different groups; contact person to subscribe/unsubscribe. recipients can subscribe/ unsubscribe themselves.Social Media More difficult to include social media Since it’s HTML-based, creating FacebookIntegration functionality (e.g. Facebook Like or Twitter like/Tweet buttons is a breeze with Tweet buttons) on PDF; even if added it’s eNewsletters; who-shared-what is tracked not trackable. automatically.
6 steps towards creating an eNewsletter1 2 3 4 5 6 Concept Wireframe Template Content LAUNCH Performance & Flat Dsgn Coding Upload MonitorIdentify audience, Concept is Template is coded Actual content for Once successfully eNewsletter what you want translated into a based on approved the eNewsletter is tested, eNewsletter performance is from them, your mock-up, to test layout & tested on the added to the is ready to be automaticallyvisions & wish-list layout, sections & an online email template: delivered to the tracked for youfor the newsletter overall design marketing platform text, images & links distribution list (e.g. Mailchimp.com)
1 Concept development Concept Before an eNewsletter project proceeds, Catalyze and client will discuss the eNewsletter’s target audience, purpose, expectations, content “wish- list” and other details, which will be summarized in a Concept Document This document will be used as a reference by the design team for the creation of the eNewsletter’s layout, user interface and overall design
2 Wireframe and flat designWireframe& Flat Dsgn To help visualize the newsletter, we create 2 mockup designs: wireframe and flat design Wireframe design is used to demonstrate how the eNewsletter will be structured. A wireframe design has notes that explain the design elements Once client has approved the wireframe mockup, we proceed with the second mockup, the flat design, which simulates a near-final look of the newsletter, but with real photos, titles and text instead of colored boxes and placeholder text
3 Template coding Template Coding The design is used to create the HTML template on an eNewsletter platform (like Mailchimp.com) The template locks the overall design so that the eNewsletter always has a consistent, professional look The template is also flexible for changing images, hiding certain parts of your newsletter, or repeating certain elements when you happen to need more of certain sections
4 Adding your content Content Upload Content is added to the eNewsletter template, and then formatted eNewsletters are tested (a test page is sent to client’s and Catalyze’s inboxes) before they are distributed
5 Launch your eNewsletter Launch The eNewsletter is sent to a distribution list provided by the client. Client can choose to group/segment the list into categories (e.g. Public, Internal), in case different groups require separate newsletter design/content It is also possible to arrange a scheduled delivery, e.g. sending at a specific date and time
6 How’s your eNewsletter working?Performance Monitor Email marketing offers a wealth of quantitative information on a eNewsletter’s performance. Some of the most useful variables we track are: • Successful delivery • Open rate % of successfully delivered emails that were opened • Unique/click rate % of successfully delivered emails where the recipient interacted with content in the eNewsletter • Most-clicked items informs us about which topics/ sections/titles are popular, and how often they are clicked Catalyze summarizes each issue’s performance data in a “Performance Monitor” online dashboard for client’s perusal
Catalyze eNewsletter Performance Taking an example from our longest-running eNewsletter (Coral Triangle Network Initiative’s monthly eNewsletter, 15 editions to date), we have the following open and click rate benchmarked performance: Average 32.6% open rate, versus industry average* of 20.2% Average unique clicks rate is 13.93%, versus industry average* of 2.8% * The industry average benchmark is obtained from the average performance of the non profit newsletters which are hosted on Mailchimp.com
Catalyze experience To date Catalyze has designed and deployed many eNewsletters for a variety of WWF projects, including: 1. Coral Triangle Network Initiative - monthly 2. MyCoralTriangle Campaign - monthly 3. Tigers Alive Initiative - bimonthly 4. Forest Conversion Newsletter - quarterly 5. Heart of Borneo Network Initiative - bimonthly 6. Greater Mekong Programme Office - bimonthly 7. Emirates Wildlife Society (EWS – WWF) - monthly 8. Market Transformation Initiative - quarterly 9. WWF Indonesia Marine Newsletter – Internal - bimonthly 10.WWF Indonesia Marine Newsletter – Public – bimonthly
Interested in building your own email marketing solution? Then drop us an email and let’s talk. email@example.com