Hd Enewsletter Forum
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Hd Enewsletter Forum Presentation Transcript

  • 1. NCI E newsletter Program Jim Newbill / Dir Marketing & Analytics Suzanne Hader / 400twin December 19 th , 2008
  • 2. Agenda
    • Goals
    • Quick Facts
    • Newsletter Audit Findings 20 mins
      • a review of our current newsletters
    • Basic Wireframe Review 20 mins
      • Review a starting point for the templates
    • Information Gathering for the designs. 20 min
    • Discuss Content Creation 15 mins
      • Discuss best practice for content creation.
  • 3. Newsletter Goals
    • Lead generation
    • Connect customers and clients
    • Drive traffic to the website, blog and calendar – both the calendar and blog can eventually be monetized
    • Build the list
    • Helps build brand recognition and brand expertise within their market
  • 4. Quick Facts
    • There are a few statistics that we simply can’t ignore.
    • Average time to capture a reader’s attention: 8 secs (3secs for email)
    • Average time a reader reads a newsletter: 51 secs
    • Percent of people that read the entire newsletter: 19%
    • Percent of newsletters never opened:27%
    • Percent of newsletters scanned and not read: 27%
  • 5. E-newsletter Audit
  • 6. #1: Limit ads in preview pane
    • Placement of one or two ad unit banners on the side, instead of at the top of the email.
    • Keep “ preview pane ” space at the top clear.
    • Helps keep open rates up and unsubscribes down.
    • Gives top billing to magazine brand and key links.
  • 7. #2: Visually separate top nav
    • Main links are prominent, more obvious and clickable.
    • Clearly distinguishes functionality from content.
    • Keeps top of email cleaner looking in preview pane .
  • 8. #3: Keep headlines at top
    • Calls out content in preview pane view
    • Clearly distinguishes functionality from content.
    • Keeps top of email cleaner looking in preview pane.
  • 9. #4: Include related links/tips
    • Breaks up email visually, making it easier to scan.
    • Provides a greater selection of clickthrough content in a smaller space.
    • Offers “ digestible ” information to pique interest.
  • 10. #5: Highlight advertiser links at bottom
    • Encourages users to take action.
    • Drives traffic to advertisers.
    • Another visually branded element at footer of email .
  • 11. #6: Extra graphic footer callout
    • A way to direct email subscribers to non-content sections of the site.
    • Extra support for internal initiatives.
    • Keeps bottom of the email from just looking like “ a bunch of fine print. ”
  • 12. A few extra best practices
    • Keep email length to about 1000 px.
    • Add forward to a friend links to top and bottom of emails.
    • Keep page organization consistent, but allow for design/treatment customization specific to title.
    • Swap date in masthead for teaser copy or nav
  • 13. E-newsletter Template Wireframes
  • 14. E-newsletter Template
    • E- newsletterWireframes
  • 15. Starting Questions
    • 1) What design elements do you feel are uniquely your magazine's that you might like to see referenced in the layouts?
    • 2) Which other services do you want to/can you include link-out functionality for to promote sharing (digg, linked in, facebook, etc.)
    • 3) is there anything else that can be done to promote sharing and new opt-ins?
    • 4) Is there a specific type of content that drives the most traffic to your site? (How to's vs. trends vs. product showcases)
    • 5) What has been most successful at causing traffic spikes as soon as the email is dropped (sweepstakes, etc.)
  • 16. Resources
    • Resource for training and best practice documentation.
    • Forum
    • NCI’s E newsletter Toolbox –
    • www.ncisemailtoolbox.com
  • 17. Next Steps 2/1/2009 Editors/Online team Launch new initiative – Provide Technical Support for each market 1-26 thru 1-28 Hillary/Deb/Mary Provide training for each market 1/23/2009 Hillary Code additional 8 markets’ templates 1/12/2009 Hillary Code first set of 3 templates - Atlanta? 1/5/2009 Editors/Online team Review wireframes and lock down template designs (final designs) 12/23/2008 Suzanne 2 nd draft wireframes complete 12/19/2008 Jim Collect feedback edits for wireframes and provide to designer 12/192008 Deb/Hillary/Jim/Adam Discuss new template designs/best practices with editors 12/16/2008 Hillary/Scott C. Lock down how the ads will be served (dbclk or hand code) 12/16/2008 Deb/Hillary Walk-thru and document process for data entry (work out any kinks) 12/15/2008 Deb/Hillary/Jim/Adam 1st draft wireframes End Date Who Phase I     HD Self-serve Enewsletter initiative