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How to Publish an
eNewsletter That
Pays You Back
Leslie O’Flahavan, E-WRITE
@LeslieO
YWCA Boston
July 8, 2013
Thanks for the opportunity to present
this webinar!
© 2013 E-WRITE 2
How today’s webinar will work
• From 2 – 4:30 pm
• Discussion and activities
• Webinar home page at bit.ly/1d9ESLi
• Downl...
“You owe me…”
© 2013 E-WRITE 4
Today’s topics
1. Why to keep publishing an e-newsletter
2. How to develop an e-newsletter content
formula that supports y...
Part 1: Why to keep publishing
an e-newsletter
© 2013 E-WRITE
Why do you (still) publish
an e-newsletter?
7
© 2013 E-WRITE
Scary newsletter factoid
Most users fail to unsubscribe even
when they don’t want to receive or
aren’t read...
© 2013 E-WRITE
Even scarier…
9
Reasons to keep publishing an e-newsletter
1. In some cases, you don’t have to acquire
subscribers; they’re given to you.
...
Part 2: How to develop an
e-newsletter content formula
that supports your brand and
business goals
© 2013 E-WRITE
Develop a content formula: 5 types of
content you know your subscribers want
• Write content that matches y...
Content formula for OJJDP News
© 2013 E-WRITE 13
Content formula for GovLoop Daily
Awesome
© 2013 E-WRITE 14
What’s the content formula?
© 2013 E-WRITE 15
What’s the content formula?
© 2013 E-WRITE 16
What types of content would
support the YW Boston brand?
(Brand and Pitch Presentation, 3-12-13)
YW Boston: Brand
Is not:
• About history
• Fists in the air
• “Feminism”
• “Racial Justice”
• “Class”
• “Oppression”
• A w...
Activity: Propose a content
formula for your newsletter
• Work with a partner
• Choose five content types that support
you...
Which is the best reason to have a
content formula?
a. Readers can rely on, and look forward to, types
of content
b. Is ea...
What your e-newsletter must
offer to compete with your
Facebook page
Depth
© 2013 E-WRITE 22
Good looks
© 2013 E-WRITE 23
Predictability
© 2013 E-WRITE 24
Part 3: How to set an
appropriate tone in your
writing
© 2013 E-WRITE 25
Who are you to your subscribers?
Who should you be?
© 2013 E-WRITE 26
© 2013 E-WRITE
Use a tone that matches the purpose of your
e-newsletter
Who are you to your subscribers?
• Friend
• Collea...
How does the tone match the purpose?
© 2013 E-WRITE 28
How does the tone match the purpose?
© 2013 E-WRITE 29
How does the tone match the purpose?
© 2013 E-WRITE 30
Activity: Discuss the tone of your
newsletter
1. Who are you to your subscribers?
2. Which words give the article its tone...
Part 4: How to write a must-
open subject line
© 2011 E-WRITE
Write a must-open subject line
1. GSA Steps Newsletter, Issue No. 22
2. The Mel King Institute: August 2011...
© 2011 E-WRITE
Anatomy of a subject line
• Newsletter name
• Newsletter date and volume number
• Publisher’s name
• Newsle...
Open rate by subject line length
© 2013 E-WRITE 35
Activity: Write or revise a
subject line for this newsletter
conta.cc/1d9QrCe
© 2013 E-WRITE 36
How publishing your
e-newsletter more frequently
could make your job easier
With opt-in e-newsletters, more
frequent sending cleans the list
© 2013 E-WRITE 38
If you publish a shorter e-newsletter more
frequently, you may save time on …
• Story “harvesting”
• Production tasks such...
Part 5: How to archive your
e-newsletter
© 2013 E-WRITE
Why to archive newsletters
• Archiving is a typical publishing task
• Elements of your e-newsletter age at
...
© 2013 E-WRITE
Comprehensive ≠ Useful
42
© 2013 E-WRITE
A fuller archive: CDC Connections E-newsletter
43
© 2013 E-WRITE
Newsletter archive example
44
© 2013 E-WRITE
How to archive your newsletter at your
site
• Back issues listed by date only - NO
• Back issues listed by ...
© 2013 E-WRITE
How long to archive back issues?
• E-newsletter format must still be usable
and must enhance content
• E-ne...
This kind of archive isn’t helping
anyone very much
© 2013 E-WRITE 47
Archive - YWCA of Greater Cleveland
© 2013 E-WRITE 48
Archive - YWCA of Bergen County
© 2013 E-WRITE 49
Part 6: Review of
sample e-newsletters
© 2013 E-WRITE 50
Activity: review staff newsletter
picks
1. Why do you like this newsletter?
2. How is it different from your own
newslette...
Wrap-up: Plan next steps
What should your team do to
improve your newsletter?
•This month
•By the end of the summer
•By th...
Questions? Comments?
Contact info:
Leslie O’Flahavan, E-WRITE
Leslie@ewriteonline.com
301-989-9583
www.ewriteonline.com
@L...
Resources
• Best Practices for Developing Effective E-Newsletter Content
http://www.washington.edu/marketing/files/2012/10...
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E write - ywca boston how to publish e newsletter that pays you back - 8july2013

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E write - ywca boston how to publish e newsletter that pays you back - 8july2013

  1. 1. How to Publish an eNewsletter That Pays You Back Leslie O’Flahavan, E-WRITE @LeslieO YWCA Boston July 8, 2013
  2. 2. Thanks for the opportunity to present this webinar! © 2013 E-WRITE 2
  3. 3. How today’s webinar will work • From 2 – 4:30 pm • Discussion and activities • Webinar home page at bit.ly/1d9ESLi • Download accompanying handouts • Questions – ask at any time © 2013 E-WRITE 3
  4. 4. “You owe me…” © 2013 E-WRITE 4
  5. 5. Today’s topics 1. Why to keep publishing an e-newsletter 2. How to develop an e-newsletter content formula that supports your brand and business goals 3. How to set an appropriate tone in your writing 4. How to write a must-open subject line 5. How to archive back issues of your newsletter 6. Review of sample e-newsletters © 2013 E-WRITE 5
  6. 6. Part 1: Why to keep publishing an e-newsletter
  7. 7. © 2013 E-WRITE Why do you (still) publish an e-newsletter? 7
  8. 8. © 2013 E-WRITE Scary newsletter factoid Most users fail to unsubscribe even when they don’t want to receive or aren’t reading the newsletter. 8
  9. 9. © 2013 E-WRITE Even scarier… 9
  10. 10. Reasons to keep publishing an e-newsletter 1. In some cases, you don’t have to acquire subscribers; they’re given to you. 2. The workplace inbox may be the last workplace- only communication channel. 3. E-newsletter content is versatile. It works as a publication, as web content, and in social media. 4. It’s easy to plan. 5. It meets the needs and expectations of the print-to- web generation. 6. It helps prevent you from sending too many separate e-mails © 2013 E-WRITE 10
  11. 11. Part 2: How to develop an e-newsletter content formula that supports your brand and business goals
  12. 12. © 2013 E-WRITE Develop a content formula: 5 types of content you know your subscribers want • Write content that matches your subscribers’ expectations and needs • Offer five content “departments” – Easy to understand what each content department offers – Easy to recognize when scanning • Keep word count consistent 12
  13. 13. Content formula for OJJDP News © 2013 E-WRITE 13
  14. 14. Content formula for GovLoop Daily Awesome © 2013 E-WRITE 14
  15. 15. What’s the content formula? © 2013 E-WRITE 15
  16. 16. What’s the content formula? © 2013 E-WRITE 16
  17. 17. What types of content would support the YW Boston brand? (Brand and Pitch Presentation, 3-12-13)
  18. 18. YW Boston: Brand Is not: • About history • Fists in the air • “Feminism” • “Racial Justice” • “Class” • “Oppression” • A woman’s-only organization • “In Your Face” • Activist • Flowery • Disease-focused • Talk, introspection Is : •The active present and future •The open hand/ arms •Gender Equity •Racial Equity •Social Equity •Privilege •An organization for all •Measured •Facilitator •Educator, Mobilizer •Evidence-focused •Asset-Focused •Understanding and Action© 2013 E-WRITE 18
  19. 19. Activity: Propose a content formula for your newsletter • Work with a partner • Choose five content types that support your brand and align with business goals • Think about whether your team will be able to reuse those content types © 2013 E-WRITE 19
  20. 20. Which is the best reason to have a content formula? a. Readers can rely on, and look forward to, types of content b. Is easier to develop an editorial calendar c. It’s easier to explain to content contributors why you need (or won’t publish) a type of content © 2013 E-WRITE 20
  21. 21. What your e-newsletter must offer to compete with your Facebook page
  22. 22. Depth © 2013 E-WRITE 22
  23. 23. Good looks © 2013 E-WRITE 23
  24. 24. Predictability © 2013 E-WRITE 24
  25. 25. Part 3: How to set an appropriate tone in your writing © 2013 E-WRITE 25
  26. 26. Who are you to your subscribers? Who should you be? © 2013 E-WRITE 26
  27. 27. © 2013 E-WRITE Use a tone that matches the purpose of your e-newsletter Who are you to your subscribers? • Friend • Colleague • Reporter • Expert • Helper 27
  28. 28. How does the tone match the purpose? © 2013 E-WRITE 28
  29. 29. How does the tone match the purpose? © 2013 E-WRITE 29
  30. 30. How does the tone match the purpose? © 2013 E-WRITE 30
  31. 31. Activity: Discuss the tone of your newsletter 1. Who are you to your subscribers? 2. Which words give the article its tone? 3. Does the tone of the writing help the reader care about your content? © 2013 E-WRITE 31
  32. 32. Part 4: How to write a must- open subject line
  33. 33. © 2011 E-WRITE Write a must-open subject line 1. GSA Steps Newsletter, Issue No. 22 2. The Mel King Institute: August 2011 Newsletter 3. [WordBiz] 5 easy tips to create landing pages that convert; quick definition of podcasting 4. eLink #162: Tax tips and calculators, finding cheaper services, free downloads, and more! 5. MHSA eNews: Summer Rooftop Reception, Solutions Database and Budget Update 6. May PowerLines Newsletter
  34. 34. © 2011 E-WRITE Anatomy of a subject line • Newsletter name • Newsletter date and volume number • Publisher’s name • Newsletter topic(s)
  35. 35. Open rate by subject line length © 2013 E-WRITE 35
  36. 36. Activity: Write or revise a subject line for this newsletter conta.cc/1d9QrCe © 2013 E-WRITE 36
  37. 37. How publishing your e-newsletter more frequently could make your job easier
  38. 38. With opt-in e-newsletters, more frequent sending cleans the list © 2013 E-WRITE 38
  39. 39. If you publish a shorter e-newsletter more frequently, you may save time on … • Story “harvesting” • Production tasks such as photo finding, copy editing, proofreading, and link checking © 2013 E-WRITE If you publish a shorter e-newsletter more frequently, you may gain… • Support and interest • Relevance • Subscribers 39
  40. 40. Part 5: How to archive your e-newsletter
  41. 41. © 2013 E-WRITE Why to archive newsletters • Archiving is a typical publishing task • Elements of your e-newsletter age at different rates • Archived e-newsletters add heft to your web site and build your reputation • More content means more attention from search engines 41
  42. 42. © 2013 E-WRITE Comprehensive ≠ Useful 42
  43. 43. © 2013 E-WRITE A fuller archive: CDC Connections E-newsletter 43
  44. 44. © 2013 E-WRITE Newsletter archive example 44
  45. 45. © 2013 E-WRITE How to archive your newsletter at your site • Back issues listed by date only - NO • Back issues listed by date plus brief table of contents - YES • Back issues listed by date, detailed table of contents, blurbs - YES 45
  46. 46. © 2013 E-WRITE How long to archive back issues? • E-newsletter format must still be usable and must enhance content • E-newsletter content must be current • You must have proof that users want the archived content • You must provide more description than just the date of the back issues 46
  47. 47. This kind of archive isn’t helping anyone very much © 2013 E-WRITE 47
  48. 48. Archive - YWCA of Greater Cleveland © 2013 E-WRITE 48
  49. 49. Archive - YWCA of Bergen County © 2013 E-WRITE 49
  50. 50. Part 6: Review of sample e-newsletters © 2013 E-WRITE 50
  51. 51. Activity: review staff newsletter picks 1. Why do you like this newsletter? 2. How is it different from your own newsletter? 3. What lessons can it offer YWCA Boston? © 2013 E-WRITE 51
  52. 52. Wrap-up: Plan next steps What should your team do to improve your newsletter? •This month •By the end of the summer •By the end of the year © 2013 E-WRITE 52
  53. 53. Questions? Comments? Contact info: Leslie O’Flahavan, E-WRITE Leslie@ewriteonline.com 301-989-9583 www.ewriteonline.com @LeslieO www.linkedin.com/in/leslieoflahavan © 2013 E-WRITE 53
  54. 54. Resources • Best Practices for Developing Effective E-Newsletter Content http://www.washington.edu/marketing/files/2012/10/ContentGuide.p df • E-newsletter Guidelines http://www.kumc.edu/communications/e-newsletter-guidelines.html •Resource list: E-Mail Newsletter Best Practices https://ccit.college.columbia.edu/webguide/email?destination=node %2F446 •Worst Practices: Email Newsletters – University of Florida http://www.markcregan.com/worst-practices-email-newsletters- university-of-florida/ © 2013 E-WRITE 54

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