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Email Newsletters - What works, what doesn't


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What works, what doesn’t, and what you have to figure out for yourself.

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Email Newsletters - What works, what doesn't

  1. 1. Email Newsletters<br />What works, what doesn’t, and what you have to figure out for yourself.<br />
  2. 2. Email is not Print<br />
  3. 3. Email has its own style<br />Much like web<br />Scan and skim<br />Short and sweet<br />Drive to your website<br />Provide value – make people want to open your emails<br />
  4. 4. Strategy – Why?<br />Who is your audience?<br />What do you want them to do?<br />How often will you send?<br />What kind of content?<br />Where will it come from?<br />
  5. 5. Obama Email<br />Targeted<br />Short, sweet<br />Focused topic/action<br />
  6. 6. McCain Email<br />Too long<br />Too broad<br />Too much going on<br />
  7. 7. Rules<br />CAN-SPAM Act<br />Opt-in is best<br />Opt-out is a requirement<br />Avoid deceptive subject lines<br />Use a 3rd party email service provider<br />Don’t use Outlook/Entourage to send your mail or you’ll end up blocked and banned<br />You need measurement<br />
  8. 8. Subscriber Management<br />Subscribe button or form on your website<br />Promote subscription offline<br />Listserv use<br />
  9. 9. Design Options<br />Existing templates<br />Clear ND and department branding<br />
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  14. 14. Campaign Monitor - Measurement<br />
  15. 15. Measurement Options<br />
  16. 16. Google Analytics<br />Track how/what users are doing on your site once they come in from an email newsletter<br />Even measure conversions/ROI<br />
  17. 17. It’s the Content<br />There are a lot of newsletters, and you get a lot of emails<br />What makes you open a newsletter and read?<br />Content is king – it’s why you even bother reading these things.<br />