Give Them What They Want: Delivering a Better eNewsletter

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Hear from Lindsey Kellman, Communications Manager at the National Kidney Foundation, and learn how they were able to improve engagement in their monthly enewsletter, resulting in a 155% lift in open rates and the re-engagement of more than 13,000 inactive subscribers!
You'll learn what you need to know to implement a similar program at your organization, and why engagement is critical to your email program and improving your ROI.

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Give Them What They Want: Delivering a Better eNewsletter

  1. 1. Give Them What They Want: A Better eNewsletter Jeanette Brown – InformzEmail Rockstar Guest: Lindsey Kellman- NKF
  2. 2. About Me @emktg_guru
  3. 3. About Lindsey Lindsey Kellman
  4. 4. Why is Engagement Important?
  5. 5. NKF’s Challenge
  6. 6. NKF’s Challenge 60% 57% 50% 40% 30% Open Unengaged 20% 11% 10% 0% LYK
  7. 7. Gathering Support
  8. 8. Big Picture Goal Give readers what they really want!
  9. 9. Delivering a Better e-Newsletter How?
  10. 10. Strategy is Must
  11. 11. Three Step Plan Step 1: Identify unengaged subscribers
  12. 12. Three Step Plan Step 2: Temporarily stop sending emails to this audience
  13. 13. Three Step Plan Step 3: Develop outreach approach
  14. 14. Why 3 Steps? • Baby steps • Dormant can take time • Each communication needs to be thought through.
  15. 15. Tips to Start • Identify one main communication piece • Exhaust other testing options • Define a timeframe
  16. 16. Communication Strategy
  17. 17. Communication Strategy Subject Lines • Are You Interested in a $50 Visa Gift Card? • Last Chance to Renew Your Love Your Kidneys • Don’t Let Your Subscription Fade Away
  18. 18. Survey Questions • Are you interested in continuing to receive Love Your Kidneys? • Yes – I’m interested in the following: • No: – I would like to end my subscription because:
  19. 19. Survey
  20. 20. Results 35% 30% 150% lift in opens 25% 14% lift in CTR 20% 15% 10% Open CTR 5% 0% Before After
  21. 21. Results Over 13,000 took action to keep receiving LYK
  22. 22. Campaign Conclusions and Tips
  23. 23. Next Steps and Future Plans
  24. 24. Newsletter Tips
  25. 25. Newsletter Takeaways • Look at what device they are reading on and redesign • Test out subject lines • Don’t ignore the unengaged – Dormant them – Include sample newsletter – Survey them – Remove them
  26. 26. Email Rockstar
  27. 27. Let us help you! Jeanette Brown brown@informz.com @emktg_guru www.informz.com 1.888.371.1842 @informz

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