The document provides guidance on creating effective e-newsletters. It discusses including an attention-grabbing subject line, trustworthy sender, personalized content if possible, branding, relevant imagery, segmented content, calls to action, sharing buttons, contact info, and unsubscribe options. The document also provides tips for good formatting, content that informs, educates, or appeals to emotions, consistent branding, and evaluating metrics like open and click-through rates.

3. Today’s Goals:
 Understand the elements of an awesome e-
newsletter
 Find out how to target your audience
 Learn how to increase your audience engagement

6. What’s important?
Form Content

7. Good Form

8. E-mail examples
 What do you like about these examples?
 What do you notice these e-mails have in common?
 Do you think these examples can be improved
upon?

10. Anatomy of an E-newsletter

11. Every Effective E-mail Has:
1. An attention-grabbing subject
2. A trustworthy sender (“from” section)
3. If available, personalized content

12. Every Effective E-mail Has:
4.
Organization
branding
5. Relevant
Imagery
6. Segmented
Content
7.
Obvious, Focu
sed Calls-to-
Action

13. Every Effective E-mail Has:
9. Secondary
Call-to-Action
7. Relevant
Content
8. Context
for Content

14. Every Effective E-mail Has:
10. Social
Sharing
Buttons
11. Contact
Information
12. Unsubscribe
Option
13. Privacy
Policy

16. Good Form
 Include images (but not too
many!)
 Align left
 Make Content “scannable”
 Table of Contents
 Headers

17. Tips for Good Form
 600 px wide x approx. 750 px
 Best info up top
 Use tables in your HTML
 Chunk text
 Bullets, line breaks
 Pictures relevant to content
Breaks up the monotony;
Keeps attention

18. Possible Layouts
 One column – announcements, invitations, visually
heavy
 Two column – frequent communications
 Three column – information heavy

19. Good Content

20. What’re your goals?
• Why are you reaching out to your audience?
• Why do they need to hear from you?
• What can you offer them?

21. Goals of Communication
1. Inform
2. Educate
3. Persuade
4. Appeal to Emotions

22. Good Content
 Get personal
 Engaging Stories
 Appeal to emotions
 Clear call-to-action

23. Good Content
 Give the people what they want
 Focus on headlines
 BE CONSISTENT
85% Information
15% Promotion

24. Subject Lines

25. Subject Lines
Best Practices
 Tell them what’s inside
 Get the Media Guide for Less with This Code!
 Make it a list
 Conference Discount, Immigration, & Summer Camp
 Top 10 Blog Posts of 2012
 Ask a question
 Don’t “Get” Twitter? Try These Tips!

26. Subject Lines
Best Practices
 Talk about what’s trending now
 See The Workshop at Coachella
 Personalize
 Steve Franklin wants you to join him May 7
 MARIA, won’t you join us May 7?
 KEEP IT SHORT!

27. How To Avoid Spam

28. Avoid Spam
The CAN SPAM Act
 Don’t use false or misleading header information
 Don’t use deceptive subject lines
 Identify the message as an ad
 Tell recipients where you’re located
 Tell recipients how to opt-out of receiving future
email from you
 Honor opt-out requests promptly
 Monitor what others are doing on your behalf

29. Avoid Spam
 Use an e-mail delivery service
 Have a text version of your e-mail
 Avoid attachments
 Maintain a good text – to – image ratio
 Ask to be “whitelisted”

30. Evaluation

31. Evaluation
 What’s working?
 Who’s engaged?
 What are your audience’s habits?
 What content do they find most compelling?

32. Open Rate
Your open rate is the percentage of people who have
opened your e-mail (of the # of people to whom you
sent your e-mail)

33. Open Rate
Average = 15 – 18%
Increase your rate:
 Opt-in /double opt-in
 Segment lists
 Send at different times

34. Click-Thru Rate
Your click-thru rate is the percentage of people who
have clicked a link in your e-mail (of the # of people
who opened your e-mail)

35. Click-Thru Rate
Average = 1 – 10%
Increase your rate:
 Accurate subject lines
 Highlight what you want readers to click
 Consider a change in format

36. Unsubscribe Rate
Your unsubscribe rate is the percentage of people
who opt out of your mailings (out of the # of people
the e-mail was sent to)

37. Bounce Rate
Your bounce rate is the percentage of people whose e-
mails were undeliverable (out of the # of people the e-
mail was sent to)

38. Response Rate
Your response rate is the percentage of actions taken
(out of the # of messages delivered)

39. Frequency Tips
 How fast can you produce interesting, relevant
content?
 Quarterly?
 Monthly?
 Bi-weekly?
 Daily?
 What does your audience want?
 Tell your audience how often to expect an e-mail
when they sign up

40. Frequency Tips
 Best times to send
 Morning Commute (7A – 9A)
 Evening Commute (5P – 7P)
 Depends on message