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Catherine Fisher Strategic Learning Initiative, IDS Date: 20 November 2008 8 Tips for producing email newsletters Exerted from How we..produce email newsletters guide produced by the IDS Knowledge Services

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These tips are for people who, like us, design and implement research-based information services. We believe that email based services are an essential part of any information service intended for a large audience

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Definition: periodic publication delivered by email to an opt in list of subscribers often used by owners of a website to communicate

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1. Be sure that an email newsletter is the right tool for the job

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 

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2. Identify your purpose

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2.  3.  1 .  <ul><li>Relationship building </li></ul><ul><li>Building user base </li></ul><ul><li>Service delivery </li></ul>

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3. Feature the right content

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Latest content Best content Topical or Geographical selection Jobs! Old content Different types of content each week Content from only one source   Newsletter content should showcase the range of content on your main service

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4. Ensure maximum accessibility and usability

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sorry that was… 4. Ensure maximum accessibility and usability

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You have 51 seconds

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Attention grabbing: Html vs plaintext = Pretty vs accessible? BIG DEBATE! Scannable: divided up, clear headings Clear: Simple language, consistant format

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5. Consider your resources (and design accordingly)

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High level of resources allow: Multiple newsletters High degree of editorialisation Multiple formats Provide support to subscribers More restricted resources suggest: One newsletter One format High degree of automation Time and money Combine creatively within your means!

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6. Compare software

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Ask questions What delivery options are there? What design elements can it support? What are the subscription and unsubscription processes? What production processes can it support? What monitoring does it enable?

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7. Identify success factors (and how to measure them)

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Receive? Open? Visit? Download? Read? Apply? What do you need to know about how people use your newsletter?

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8.Tell people about it (preferably the right people)

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Do: Go to where your target groups are – virtually and in the real world Encourage send to a friend Make it easy to subscribe  Don’t: Spam people! Send other content to your list Sell or give your list to others 

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The end

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These tips are taken from : “ How we… Produce email newsletters ” Written by the IDS Knowledge Services edited by Catherine Fisher and Yaso Kunaratnam May 2008. The guide provides practical information and useful ideas on producing email newsletters for people who, like us, design and implement research-based information services. The guide and this powerpoint presentation were created by Strategic Learning Initiative which is funded by DFID as part of the Mobilising Knowledge for Development programme.