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e-Newsletter Best Practices By Landry Butler
Best Practices:  Overview <ul><li>Respect your audience's time
Keep it simple
Monitor your results </li></ul>
Best Practices:  Audience <ul><li>Average reader spends 51 sec. reading the average newsletter
May spend an additional 33 sec. following links
19% of potential subscribers lost due to usability difficulties
Users often stay subscribed due to difficult unsubscribe processes
Some users reported it was easier to use a spam blocker than to unsubscribe </li></ul>
Best Practices:  Deliverability <ul><li>Include a prominently placed white list request
Send newsletter at regular intervals
Send newsletter at an appropriate time </li></ul>
Best Practices:  “From” Line <ul><li>Easily recognizable
Sender clearly identified
Consistent from issue to issue
Contains both a display and an actual “from” address </li></ul><ul><ul><li>Eg: MyCompany <newsletter@myco.com> </li></ul><...
Best Practices:  Subject Line <ul><li>Engaging and benefit-oriented
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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

Published in: Business, Technology
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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>

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