e-Newsletter Best Practices


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Your e-newsletter will communicate more effectively if you follow best practices:
- Respect your audience’s time
- Keep it simple
- Monitor your results

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  • Jakob Neilsen Users don’t spend much time reading newsletters. They spend most of their time doing other things. Users want their newsletter to “just work” Unsubscribing should be easier than setting up a spam filter which may also block legitimate messages
  • Delivery Give an example of “white listing” Users should opt in and “white list” “from” address Business newsletters should be delivered during business hours
  • what are “spammy” words? Russian font to English speaker FREE, ORDER NOW Anything to do with sex, drugs or money
  • Develop benchmarks to measure newsletter’s effectiveness in order to know what adjustments to make. Jupiter Research sample metrics 88% deliverable rate 20% open rate – Tells you how many times the newsletter was viewed (C: iContact’s best clients = 40 %) 9.5% click through rate 1.1% conversion rate
  • Develop benchmarks in order to know what adjustments to make.
  • Don't try to do this with Outlook or Gmail. Use the right tool for the job. There are many commercial and free programs that can help you send and track your newsletter. I've used PHPList and Emma. They both do about the same thing in a lot of ways, but Emma is much easier to use. MailChimp was suggested in a recent presentation. It is an Emma competitor with a lot more free options.
  • The End
  • Other What else? AUDIENCE DISCUSS
  • e-Newsletter Best Practices

    1. 1. e-Newsletter Best Practices By Landry Butler
    2. 2. Best Practices: Overview <ul><li>Respect your audience's time
    3. 3. Keep it simple
    4. 4. Monitor your results </li></ul>
    5. 5. Best Practices: Audience <ul><li>Average reader spends 51 sec. reading the average newsletter
    6. 6. May spend an additional 33 sec. following links
    7. 7. 19% of potential subscribers lost due to usability difficulties
    8. 8. Users often stay subscribed due to difficult unsubscribe processes
    9. 9. Some users reported it was easier to use a spam blocker than to unsubscribe </li></ul>
    10. 10. Best Practices: Deliverability <ul><li>Include a prominently placed white list request
    11. 11. Send newsletter at regular intervals
    12. 12. Send newsletter at an appropriate time </li></ul>
    13. 13. Best Practices: “From” Line <ul><li>Easily recognizable
    14. 14. Sender clearly identified
    15. 15. Consistent from issue to issue
    16. 16. Contains both a display and an actual “from” address </li></ul><ul><ul><li>Eg: MyCompany <newsletter@myco.com> </li></ul></ul>
    17. 17. Best Practices: Subject Line <ul><li>Engaging and benefit-oriented
    18. 18. Features something unique to current issue
    19. 19. Most important information goes first
    20. 20. Avoid “spammy” words </li></ul>
    21. 21. Best Practices: First Screen <ul><li>Recognizable logo or company name in prominent place
    22. 22. Table of contents for each issue
    23. 23. Link to read newsletter online </li></ul>
    24. 24. Best Practices: Content <ul><li>Engaging and benefit-oriented
    25. 25. Include engagement tools: surveys, polls, ways to provide feedback, discussion forums
    26. 26. 60/40 rule for ads: 60% minimum editorial, 40% maximum ads
    27. 27. No more than 2-3 printed pages total </li></ul>
    28. 28. Best Practices: Look and Feel <ul><li>Engaging and attractive design
    29. 29. Design is consistent with Web site and landing pages
    30. 30. Images used to enhance content
    31. 31. Should engage reader even if images are blocked
    32. 32. Easy to skim: short paragraphs, bullet points and white space </li></ul>
    33. 33. Best Practices: Footer <ul><li>One-click unsubscribe link
    34. 34. Link to subscription management page
    35. 35. Postal address for sender
    36. 36. Sender’s copyright notice </li></ul>
    37. 37. Best Practices: Benchmarks <ul><li>Deliverable rate
    38. 38. Open rate
    39. 39. Click through rate
    40. 40. Conversion rate </li></ul>How many valid email addresses received the complete newsletter?
    41. 41. Best Practices: Benchmarks <ul><li>Deliverable rate
    42. 42. Open rate
    43. 43. Click through rate
    44. 44. Conversion rate </li></ul>How many times was the newsletter viewed?
    45. 45. Best Practices: Benchmarks <ul><li>Deliverable rate
    46. 46. Open rate
    47. 47. Click through rate
    48. 48. Conversion rate </li></ul>How many times were links in the newsletter clicked on?
    49. 49. Best Practices: Benchmarks <ul><li>Deliverable rate
    50. 50. Open rate
    51. 51. Click through rate
    52. 52. Conversion rate </li></ul>How many registrations, memberships or other actions were generated by this newsletter?
    53. 53. Best Practices: Benchmarks <ul><li>Use dedicated software to track response rates and simplify your life </li></ul>
    54. 54. Best Practices: Summary <ul><li>Respect your audience's time
    55. 55. Keep it simple
    56. 56. Monitor your results </li></ul>
    57. 57. Best Practices: References <ul><li>E-Newsletter Best Practices </li></ul><ul><ul><li>By Landry Butler
    58. 58. www.slideshare.net/landrybutler </li></ul><li>E-mail Newsletter Usability </li></ul><ul><ul><li>By Jakob Neilsen </li></ul></ul><ul><ul><li>www.nngroup.com/reports/newsletters/ </li></ul></ul><ul><li>Ten Email Design Best Practices </li></ul><ul><ul><li>By Don Nicholas and Jeanne Jennings
    59. 59. Mequoda Daily </li></ul></ul><ul><ul><li>www.mequodafree. com </li></ul></ul><ul><li>Larry Chase’s 12 Best Practices e-newsletters </li></ul><ul><ul><li>http ://www.wdfm.com/email-best-practices.php </li></ul></ul>