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How to Create a Successful Email Newsletter

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Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.

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How to Create a Successful Email Newsletter

  1. 1. A SUCCESSFUL EMAIL NEWSLETTER How to Create
  2. 2. Table of Contents • Who’s Using Newsletters, and Why? • Key Attributes of a Successful Newsletter • Questions to Ask Before You Launch a Newsletter • How to Find Content for Your Newsletter • Anatomy of a Newsletter • A Crash Course in Newsletter Design • When to Send your Email Newsletter • How to Get Subscribers for Your Newsletter – and how NOT to • How to Track Your Newsletter’s Performance • BONUS: A Pre-Flight Newsletter Checklist
  3. 3. Who’s Using Newsletters, and How Successful Are They?
  4. 4. Key Attributes of a Successful Newsletter Maintain consistency. Define your publishing schedule and stick to it. Down to the minute. Provide something truly valuable. Not just coupons and discounts. “Deliver real insights that are going to help your customers live better lives, or get better jobs.” – Joe Pulizzi, Founder of the Content Marketing Institute To sum up: “Just remember CVE: Consistent, Valuable, and Exclusive. That’s really all it takes to succeed with email.” – Joe Pulizzi, Founder of the Content Marketing Institute Offer exclusivity. Offer content and benefits that are only available in your newsletter. 1 2 3 4
  5. 5. Questions to Ask Before You Launch a Newsletter 1. Are you willing to go light on the sales pitches? 2. What content are you going to put into this newsletter? 3. How often are you going to send it? 4. How will you measure success? 5. How will you promote it? 6. Which vendor will you use?
  6. 6. How to Find Content For Your Newsletter 1. Re-publish your best-performing social media content 2. Recent posts from your blog 3. Staff profiles 4. Customer profiles & case studies 5. Curated content 6. Best (thing) of the month 7. Question of the week/month 8. Polls and surveys 9. Company news 10. Content that’s not available anywhere else
  7. 7. The Anatomy of a Newsletter Sender name: identifiable and consistent Subject line 1 2 Include your company logo 3 Have well-written content summaries 4 Compressed images (so email loads instantly) 5 Send to targeted list segments 6 One or more CTAs w/ buttons big enough to click on in mobile 7 Copyright notice 8 9 Unsubscribe link (or link to preference center) 10 Physical mailing address
  8. 8. The Anatomy of a Newsletter 1 3 2 4 9 7 8 10 5 6Have well-written content summaries
  9. 9. A Crash Course in Newsletter Design Here are a few essential elements of a mobile-friendly design: • The text is big enough to read easily – 12 points at least. • Any links or calls to action are large enough or have enough space around them so they can be clicked easily. • The entire message loads fast – instantly. Mobile users are impatient. • Usually, there’s a single-column design. Two column designs just don’t work well on mobile devices.
  10. 10. When to Send Your Email Newsletter The truth is… there is no magic answer. The best time to send a newsletter depends on your audience. It’s something you just have to test for. Consider starting your testing with Wednesday or Thursday early afternoons or late mornings. Aim for a time when most of your audience is at their desks (ahem – at their devices), but when they aren’t getting deluged by other companies’ emails.
  11. 11. How to Get Subscribers for Your Newsletter Add opt-in forms Test “pop-ups”, also called “overlays” or “interstitials” Use landing pages A/B split test your opt-in forms 1 2 3 4
  12. 12. How NOT to Get Subscribers for Your Newsletter Don’t add people to your list that haven’t specifically – expressly – signed up for it. For example, just because someone… • gave you their business card at a conference, doesn’t mean you should add them to your email list. • connected with you on LinkedIn, doesn’t mean you can send them your newsletter. • signed up for a webinar - or any other kind of content – doesn’t mean you can send them your newsletter.
  13. 13. How Much is Each Subscriber Worth to You? It’s a fairly basic calculation. Here’s a simplified version of it:
  14. 14. How Much is Each Subscriber Worth to You? Here’s an example of how value per subscriber might look in a real-world application:
  15. 15. How to Track Your Newsletter’s Performance While a basic tracking system, like Google Analytics, can tell you how often people are taking individual actions, the tool you really need in order to track results over time is a marketing automation platform. With a marketing automation platform, you can track: Users who appear on your site Who becomes a newsletter subscriber Content asset downloads Demo requests And all the steps in-between
  16. 16. Bonus: A Pre-Flight Newsletter Checklist
  17. 17. Contact Us: +44 11 8948 5610 | sales@act-on.com www.act-on.com | #ActOnSW | @ActOnSoftware

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