Improving Your Email Communications
(and making your life easier in the process)
by Reid Dossinger
Twitter: @reiddoss
Email is...
...the most used channel for communication both personal
and promotional
...checked daily by more users (91%) ...
PDF Downloads on NAP.edu
= day an email was sent
PDF Download Rate By Medium
organic search: 2.13%
referring websites: 9.60%
RSS feeds: 15.14%
email: 29.06%
Know Your Goals
(that is, know why you send email)
Occam's Razor:
The simplest explanation is usually the correct one
Get Out Of The "Newsletter" Rut
Dear Katie,
Nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure
reprehenderit qui in ea voluptate velit ess...
Header Image
Table of Contents
Social Media Links
Related Websites
EVENTS
NEW PUBLICATIONS
NEWS
• Lorem ipsum dolor sit am...
More Emails, Less Text
Send more often, be more focused
Don't get distracted by design
(unless you're optimizing)
"I strive for two things in design: simplicity and
clarity. Great design is born of those two
things."
- Lindon Leader, de...
"Keep me informed about things that I wouldn't
otherwise research. Remind me of things I
would otherwise forget. Teach me ...
Test & Measure
AB test your pain points
...and measure everything
Also consider...
...a welcome email.
...ways to increase subscribers.
...survey your subscribers (carefully).
In sum:
Define your goals
Always test
Simplify (or go crazy)
Always measure
Resources
Guide to Reporting, Conversions & Email Campaigns
www.campaignmonitor.com/guides/reporting/
Subscribers, Fans an...
Improving Your Email Communications (and making your life easier in the process)
Improving Your Email Communications (and making your life easier in the process)
Improving Your Email Communications (and making your life easier in the process)
Improving Your Email Communications (and making your life easier in the process)
Improving Your Email Communications (and making your life easier in the process)
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Improving Your Email Communications (and making your life easier in the process)

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Many people who send out bulk email newsletters often do so without much thought. The act is routine and little (if any) thought is given to how to improve the processes and the effectiveness of their email campaigns. I put together this presentation for my organization to spark communicators to think about how to make their email campaigns more engaging, and in the process, find ways to improve processes and eliminate wasted time.

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Improving Your Email Communications (and making your life easier in the process)

  1. 1. Improving Your Email Communications (and making your life easier in the process) by Reid Dossinger Twitter: @reiddoss
  2. 2. Email is... ...the most used channel for communication both personal and promotional ...checked daily by more users (91%) than any other channel ...the direct channel that influences the most actions (66%) ...the preferred channel for alerts ...preferred even by teens over all other direct channels for permission-based communications - Source: Subscribers, Fans & Followers The 2012 Channel Preference Survey
  3. 3. PDF Downloads on NAP.edu = day an email was sent
  4. 4. PDF Download Rate By Medium organic search: 2.13% referring websites: 9.60% RSS feeds: 15.14% email: 29.06%
  5. 5. Know Your Goals (that is, know why you send email)
  6. 6. Occam's Razor: The simplest explanation is usually the correct one
  7. 7. Get Out Of The "Newsletter" Rut
  8. 8. Dear Katie, Nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam. Accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo. Inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia. Laboris nisi ut aliquip ex ea commodo consequat. Itaque earum rerum hic tenetur a sapiente delectus. Itaque earum rerum hic tenetur a sapiente delectus. Cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia. Nihil molestiae consequatur, vel illum qui dolorem eum. •Nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam. •Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. •Itaque earum rerum hic tenetur a sapiente delectus. Lorem ipsum dolor sit amet, consectetur adipisicing elit. At vero eos et accusamus. Architecto beatae vitae dicta sunt explicabo.
  9. 9. Header Image Table of Contents Social Media Links Related Websites EVENTS NEW PUBLICATIONS NEWS • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut consectetur lacinia rhoncus. Sed bibendum rutrum porttitor. Nullam dictum, ipsum eget accumsan egestas, ligula arcu tincidunt leo, in semper nibh risus non tellus. Sed nec tellus commodo, tristique quam id, tempor elit. • Cras aliquam pharetra urna a euismod. Duis non leo vitae ligula fermentum accumsan. Aliquam vel dictum eros. Fusce accumsan ut lacus eget ornare. Morbi congue pretium sapien non auctor. • Ut a tincidunt tellus, eu dignissim leo. Cras eu ante pretium, lobortis quam non, auctor orci. Mauris molestie vehicula condimentum. Nam eu mollis diam, convallis placerat urna. Nam vel purus laoreet, vehicula ligula at, congue neque. Nunc vel egestas elit, et accumsan tellus. Nulla facilisi. • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut consectetur lacinia rhoncus. Sed bibendum rutrum porttitor. Nullam dictum, ipsum eget accumsan egestas, ligula arcu tincidunt leo, in semper nibh risus non tellus. Sed nec tellus commodo, tristique quam id, tempor elit. • Cras aliquam pharetra urna a euismod. Duis non leo vitae ligula fermentum accumsan. Aliquam vel dictum eros. Fusce accumsan ut lacus eget ornare. Morbi congue pretium sapien non auctor. • Ut a tincidunt tellus, eu dignissim leo. Cras eu ante pretium, lobortis quam non, auctor orci. Mauris molestie vehicula condimentum. Nam eu mollis diam, convallis placerat urna. Nam vel purus laoreet, vehicula ligula at, congue neque. Nunc vel egestas elit, et accumsan tellus. Nulla facilisi.
  10. 10. More Emails, Less Text Send more often, be more focused
  11. 11. Don't get distracted by design (unless you're optimizing)
  12. 12. "I strive for two things in design: simplicity and clarity. Great design is born of those two things." - Lindon Leader, designer of the FedEx logo fastcodesign.com/1671067/the-story-behind-the-famous-fedex-logo-and-why-it-works
  13. 13. "Keep me informed about things that I wouldn't otherwise research. Remind me of things I would otherwise forget. Teach me new things I'd otherwise pass over." - user comments from a usability study useit.com/alertbox/mobile-email-newsletters.html
  14. 14. Test & Measure AB test your pain points ...and measure everything
  15. 15. Also consider... ...a welcome email. ...ways to increase subscribers. ...survey your subscribers (carefully).
  16. 16. In sum: Define your goals Always test Simplify (or go crazy) Always measure
  17. 17. Resources Guide to Reporting, Conversions & Email Campaigns www.campaignmonitor.com/guides/reporting/ Subscribers, Fans and Followers pages.exacttarget.com/sff My "Great Email Designs" Pinterest board pinterest.com/reiddossinger/great-email-designs/ Me on Twitter: @reiddoss
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