Effective E-newsletters


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Using data from your audience and recent research (2013), you can create a more effective e-blast.

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  • This is my inboxIn today’s age, it’s hard to get your message across with all the other messages coming at your audience, competing for attention.How do you stand out?
  • Emails and e-newsletters are called “permission marketing” – meaning people are allowing our messages into their inbox. They’re opting in to our messages.The challenge lies in keeping people interested once they sign up, so that your carefully crafted communications, don’t end up in the trash.
  • Take a look at the packet in your folders. Take a few minutes to study the examples provided and talk among your peers about what you notice about them.10 MINS
  • WRITE ON BOARD AND TAKE A PICClear brand identityLinksHeaders / spacersEverything is written concisely and spell-checkedSocial buttonsSCANNABLECALL TO ACTIONWhere is most of the information? TOP of page
  • To Mercy Corps URL
  • This is the result of a study that used eye-tracking technology to view where the eyes went in an effective newletter.- Their images are to the left – eyes go to visualsAdAge consistently wins Webby Awards for its e-newsletters.What do we learn from this?
  • In your packet, which ones are which?
  • Because web 2.0 has decreased our attention spans, you need to get to the point of your e-mail as soon as possibleSubjectHeadlineFirst line of contentFirst pictureFirst call to action
  • A good nonprofit e-newsletter will strengthen connections, increase retention, and increase support
  • If you have the option of using someone’s name, use it.1 call to action per story
  • Point of your newsletter is to inform and engage, NOT BROADCASTWhat does your audience want? ADDRESS THEIR CONCERNS.In 2011 “over-solicitation” was the second most reported reason for donors to stop givingYou can SKIP introductions – “hi from the Executive Director” up top“Although this text was only three lines long on average, our eyetracking recordings revealed that 67% of users had zero fixations within newsletter introductions.”
  • What’s wrong with a subject line like this?All capsExcessive punctuationExcessive charactersLong!Tag words: free, discover, secrets – go straight to spam
  • Eye catching phrase
  • Short 50 – 70 characters max – anything more runs off the inbox screen & and is more likely to be deleted
  • Most of us as nonprofits don’t have to worry about this, because this act refers to marketing messages, and as non-profits we’re not often selling anything
  • Your org’s needs (the communications you want to get across) should meet what the audience wantsDetermine what engages your supporters through trial and error
  • You want under 2%, if it’s higher than that, re-evaluate your form and content!
  • Less than 2%, if it’s higher, overhaul your list.
  • Response is slightly different from a click thru rate because a click-thru is measured from the web version of your email, too.8-9% normal; depends on calls to action
  • Constant ContactVertical ResponseEmma Campaign ManagerSURVEYS
  • Effective E-newsletters

    1. 1. 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
    2. 2. What’s important?Form Content
    3. 3. Good Form
    4. 4. 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 improvedupon?
    5. 5. Anatomy of an E-newsletter
    6. 6. Every Effective E-mail Has:1. An attention-grabbing subject2. A trustworthy sender (“from” section)3. If available, personalized content
    7. 7. Every Effective E-mail Has:4.Organizationbranding5. RelevantImagery6. SegmentedContent7.Obvious, Focused Calls-to-Action
    8. 8. Every Effective E-mail Has:9. SecondaryCall-to-Action7. RelevantContent8. Contextfor Content
    9. 9. Every Effective E-mail Has:10. SocialSharingButtons11. ContactInformation12. UnsubscribeOption13. PrivacyPolicy
    10. 10. Good Form Include images (but not toomany!) Align left Make Content “scannable” Table of Contents Headers
    11. 11. 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 contentBreaks up the monotony;Keeps attention
    12. 12. Possible Layouts One column – announcements, invitations, visuallyheavy Two column – frequent communications Three column – information heavy
    13. 13. Good Content
    14. 14. 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?
    15. 15. Goals of Communication1. Inform2. Educate3. Persuade4. Appeal to Emotions
    16. 16. Good Content Get personal Engaging Stories Appeal to emotions Clear call-to-action
    17. 17. Good Content Give the people what they want Focus on headlines BE CONSISTENT85% Information15% Promotion
    18. 18. Subject Lines
    19. 19. Subject LinesBest 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!
    20. 20. Subject LinesBest 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!
    21. 21. How To Avoid Spam
    22. 22. Avoid SpamThe 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 futureemail from you Honor opt-out requests promptly Monitor what others are doing on your behalf
    23. 23. 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”
    24. 24. Evaluation
    25. 25. Evaluation What’s working? Who’s engaged? What are your audience’s habits? What content do they find most compelling?
    26. 26. Open RateYour open rate is the percentage of people who haveopened your e-mail (of the # of people to whom yousent your e-mail)
    27. 27. Open RateAverage = 15 – 18%Increase your rate: Opt-in /double opt-in Segment lists Send at different times
    28. 28. Click-Thru RateYour click-thru rate is the percentage of people whohave clicked a link in your e-mail (of the # of peoplewho opened your e-mail)
    29. 29. Click-Thru RateAverage = 1 – 10%Increase your rate: Accurate subject lines Highlight what you want readers to click Consider a change in format
    30. 30. Unsubscribe RateYour unsubscribe rate is the percentage of peoplewho opt out of your mailings (out of the # of peoplethe e-mail was sent to)
    31. 31. Bounce RateYour bounce rate is the percentage of people whose e-mails were undeliverable (out of the # of people the e-mail was sent to)
    32. 32. Response RateYour response rate is the percentage of actions taken(out of the # of messages delivered)
    33. 33. Frequency Tips How fast can you produce interesting, relevantcontent? Quarterly? Monthly? Bi-weekly? Daily? What does your audience want? Tell your audience how often to expect an e-mailwhen they sign up
    34. 34. Frequency Tips Best times to send Morning Commute (7A – 9A) Evening Commute (5P – 7P) Depends on message