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E-newsletters workshop


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E-newsletters workshop
May 2011

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E-newsletters workshop

  1. 1. E-newsletters Communicate with your Plunket people in a way that is direct, simple and grows. E-newsletters can be quick, easy and cheap. Eventually at least! But how can we do it right? And keep on making it better?
  2. 2. Writing for the web <ul><li>Our online writing needs to be tailored to online readers </li></ul><ul><li>Reading online comes from anywhere and can go to anywhere, stopping anywhere in between! </li></ul><ul><li>Tailor your writing for the web </li></ul><ul><li>Keep it short </li></ul><ul><li>Be clear and concise </li></ul><ul><li>Check for technical terms </li></ul><ul><li>Aim for white space </li></ul>
  3. 3. Writing for the web <ul><li>The checklist: </li></ul><ul><li>  </li></ul><ul><li>The three second test </li></ul><ul><li>The ID test </li></ul><ul><li>The “So What??” test </li></ul><ul><li>The “Yeah Right!” test </li></ul><ul><li>The serenity test </li></ul><ul><li>The accessibility test </li></ul><ul><li>The found-in-space test </li></ul><ul><li>Thanks to Rachel McAlpine, Write Limited </li></ul>
  4. 4. Writing for the web
  5. 5. Writing for the web
  6. 6. E-newsletters <ul><li>Stop! Are you breaking the law? </li></ul><ul><li>The Unsolicited Electronic Messages Act 2007 </li></ul><ul><li>New Zealand anti-spam law which affects e-newsletters (and more) </li></ul><ul><li>  </li></ul><ul><li>3 requirements: </li></ul><ul><li>Get permission to get in touch </li></ul><ul><li>Say who & where you are </li></ul><ul><li>Make it easy & quick to unsubscribe </li></ul>
  7. 7. E-newsletters Planning your e-newsletter Who will be reading this? What kind of information do they need? How much? How often will you be emailing them? How much time can you put into this? What results do you want to see?
  8. 8. E-newsletters Your database Make the most of opportunities to ask for email addresses Maintain your list If emails bounce, check typos and updates
  9. 9. E-newsletters Subject line Think like a journalist writing a headline! Be personal and specific. What is your e-newsletter about? Avoid spam trigger words Don’t forget your ‘From’ line
  10. 10. E-newsletters Is anybody out there?! Open rate or read rate: 30% is fantastic Unsubscribe rate: if more than 2%, something has gone wrong! Aim for your subscribe rate to be higher than unsubscribe rate Look and see which links got clicked
  11. 11. E-newsletters Getting local sponsors on board Any conflict with current national sponsors or partners? Is it putting the Plunket brand/reputation at risk? Does it compromise our integrity as a trusted organisation? How can you give value back to them?
  12. 12. E-newsletters Why is a monkey in charge? Sending mass mail through personal email can look like spam Too easy to make mistakes and violate privacy No reporting on open rates etc Easier to transition when roles change Professional, cohesive service and look