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Do’s and Don’ts of Online Newsletter Marketing

by Schipul - The Web Marketing Company

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Kim Hodgson and Jason McElweenie of Schipul break down the importance of keeping your members in the know with Newsletters in this presentation. They review good design, newsletter timing and a few ...

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Do’s and Don’ts of Online Newsletter Marketing Presentation Transcript

Do’s and Don’ts of Online Newsletter Marketing

What we will cover today

Newsletter design aesthetics
Targeting newsletters
Timing newsletters
Newsletters & spam

What is bad DESIGN?

This is a bad newsletter design
http://www.saveralphsbay.org/images/uploads/April2007_newsletter_thumb.jpg

What is Good Design?

http://www.flickr.com/photos/deneyterrio/303687525
Good Design Should be simple

http://cache.jalopnik.com/assets/images/jalopnik/2008/09/Ten-Conf-Montreal.jpg
Don’t confuse your visitors

Examples of Good Design

Factory Direct Newsletter
Clear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct Newsletter
Clear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
Videos cannot be
embedded in a
newsletter

Factory Direct Newsletter
Clear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Virtuosa Newsletter
Clear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa Newsletter
Clear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
Editing the photos
to look like Polaroid
photos are a nice touch. These types of photos have a sense of familiarity to them

Virtuosa Newsletter
Clear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Newsletters – more than an email

People want to hear from you
http://www.flickr.com/photos/mwkw/310223707/

Make it easy to stay in touch

Wizards need not apply
http://www.flickr.com/photos/dunechaser/1228011889/

Newsletter to Landing Page
Don’t leave it up to the user to figure things out. Your business is not a puzzle

Give people what they want
http://www.flickr.com/photos/soggydan/3587602667/

It makes them happy
http://www.flickr.com/photos/xanboozled/3197826939/

And that will make you happy!
http://www.flickr.com/photos/rosengrant/3370782464/

IT’S ALL ABOUT TIMING

Schedule your newsletters
http://www.flickr.com/photos/don3rdse/3209281471/

Event follow-up
http://www.flickr.com/photos/eschipul/3305122874/

SPAM IS EVIL
Spammers are making marketers do their job better!

Why is my newsletter going to spam?
http://www.flickr.com/photos/hollyclark/465593675

Subject lines
BAD:
Win a FREE home in our home giveaway today!!!!
GOOD:
Enter The Wayne Osteen raffle for a new home drawing!

Trigger words & phrases
free
trail
no cost
no catch
take action now
charges
save
winner
mailto
http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm

Heavy Formatting
This is what really bad heavy formatting looks like in a newsletter and this
will cause your newsletter to get stuck in the queue or go
straight to a spam folder.
This is not good because you really want to get your
message out and change the world, RIGHT?
Loremipsum dolor sit amet, consecteturadipiscingelit.
Praesentlaoreetfaucibusorcielementumcursus. Phasellus
sapienmassa, posuere vitae porttitorvel, mollis ac felis.
Fusceviverranulla id liEetnunceros. Nullameuismodposuereaugueut
lobortis.gulamalesuadaullamcorper. Sed
Craspellentesque ante necligulaconsectetur
Fringilla.

You need clean HTML

Don’t send just an image

Check for junk code

Test your newsletters

What did we learn?
http://www.flickr.com/photos/naztrida/2862505972

Dos and don’ts of newsletter design
http://www.flickr.com/photos/jamiemckerral/3210027714/

Targeting newsletters
http://www.flickr.com/photos/geoffeg/175558343/

Timing newsletters
http://www.flickr.com/photos/daveduke/3567204954/

What Triggers spam filters?
http://www.flickr.com/photos/sammy-naas/2292433070

QUESTIONS?
Kim Hodgson / Jason McElweenie Schipul – The Web Marketing Company
Kim’s Personal Brand
http://www.inkoluv.com and http://www.facebook.com/inkoluv
Jason’s Personal Brand
http://www.canerican.com/ and http://www.lowendtheory.net/

Do’s and Don’ts of Online Newsletter Marketing

by Schipul - The Web Marketing Company

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Do’s and Don’ts of Online Newsletter Marketing Presentation Transcript