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Best Practices for Publisher E-Newsletters

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LSC's presentation on e-newsletter best practices given at a recent CRMA conference.

Topics include: signups, welcome cascades, campaign follow-through, and auditing.

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Best Practices for Publisher E-Newsletters

  1. 1. Publisher’s Best Practices forE-Newsletters<br />Presented byList Services Corporation for the Audience Development Summit April 2011<br />
  2. 2. Who We Are<br />List Services Corporation (LSC) was founded in 1980 offering the direct marketing community innovative and exciting data-driven solutions.<br />LSC Digital has key experience in the fields of marketing automation, campaign analysis and execution services to some of the largest and most prestigious companies in the world including:<br /><ul><li>Washington Post Companies (Kaplan)
  3. 3. USA Today
  4. 4. Reader’s Digest / Reiman Publications
  5. 5. North Shore Long Island Jewish Hospital Network
  6. 6. Guthy-Renker (ProActiv Solution)
  7. 7. CapGemini North America</li></ul>Founding Member<br />Awards & Accolades<br />DMEF Educational Leadership Award (Edward N. Mayer, Jr. Award)Robert B. Clarke Outstanding Educator AwardDMEF Corporate Leadership AwardDMEF Rising Star AwardsDMEF Corporate Commitment AwardDMEF Vision Award<br />
  8. 8. 31 YEARS of direct marketing leadership<br />
  9. 9. The Brick Versus the Mortar<br />List Services Corp.<br />List Management<br />List Brokerage<br />Data Processing<br />List Fulfillment<br />Data Enhancement<br />Modeling<br />Database Marketing<br />LSC Digital<br />Email Management<br />Website Development (CMS)<br />Search Engine Marketing<br />Online Advertising<br />Banner Display<br />CPA<br />CPL<br />
  10. 10. Key Statistics<br />31 year old business<br />Business doubled in 2010<br />1000% growth in banner display, CPA, CPL advertising<br />500% growth in email services<br />300% growth in SEM, web development, CME<br />200% growth in marketing database engagements<br />75% growth in data processing (merge, NCOA)<br />50% growth in non-publishing mail volumes<br />25% of our overall business is in publishing<br />75% of our email business is in publishing<br />
  11. 11. Why Should Circulation Take Control?<br />
  12. 12. 63%<br />of CRMA members havean e-newsletter*<br />
  13. 13. Roadmap to Success<br />Signing up<br />Saying hello<br />Your newsletter<br />Your newsletter in the wild<br />Growing your list<br />Maintaining your list<br />SEO, testing & analysis<br />Your competition<br />
  14. 14. Part 1<br />Signing up<br />
  15. 15. 48%<br />have an eNewsletter signup <br />on their home page*<br />
  16. 16. Good Sign-Up Criteria<br /><ul><li>Is it easy to find the eNewsletter / Content sign up link?
  17. 17. Are there multiple subscription options?
  18. 18. Does the e-subscriber get your print magazine?</li></li></ul><li>Elements of a Successful Signup<br /><ul><li>Easy to findon the Home Page</li></li></ul><li>Elements of a Successful Signup<br /><ul><li>Easy to find on the Home Page
  19. 19. Easy Preference Center</li></li></ul><li>Elements of a Successful Signup<br /><ul><li>Easy to find on the Home Page
  20. 20. Easy Preference Center
  21. 21. Short signup form</li></li></ul><li>Use a SHORT subscription form.<br />
  22. 22. Give your subscriber someoptions.<br />
  23. 23. Of CRMA members with e-newsletters…<br />0%<br />Ask their eNewsletter signups if they are also a print subscriber*<br />
  24. 24. Takeaways<br />Keep your signup easy & highly visible<br />Provide subscribers with easy to use preference center<br />Find out if the signup is also a print subscriber.<br />
  25. 25. Part 2<br />Saying hello<br />
  26. 26. 52%<br />of CRMA members with an e-newsletter have a welcome email, cascade, or auto-responder*<br />
  27. 27. Of CRMA members with e-newsletters…<br />8%<br />send a welcome email or cascade*<br />0%include a subscription offer in their welcome email or cascade*<br />
  28. 28. Performance by Channel*<br />
  29. 29. Criteria to Say Hello<br />Is there a confirmation email?<br />Is there a verification of signup,aka double opt-in?<br />Is the welcome a single email or a cascade?<br />Are there offers, promotions, or upsells?<br />
  30. 30. Elements of a Successful Welcome Email<br /><ul><li>From name
  31. 31. Subject line
  32. 32. Link to content
  33. 33. Advertising?
  34. 34. Promotions?</li></li></ul><li>Confirmyour subscriptions.<br />
  35. 35.
  36. 36. Web page shows<br />Confirmation Email<br />
  37. 37. LSC Digital Approach to Initial ContactNEW MOVER EMAIL CAMPAIGN<br />
  38. 38. Welcome Email<br />
  39. 39. Welcome Cascade 1<br />
  40. 40. Welcome Cascade 2<br />
  41. 41. Takeaways<br />Set subscriber expectations<br />When will the email be received?<br />Who will be sending the email?<br />Subscriber Benefits<br />Single email or email cascade?<br />Opportunity to engage<br />Opportunity to sell<br />
  42. 42. Part 3<br />Your e-newsletter<br />
  43. 43. 17%average open rate forpublisher & media newsletters<br />Result from bronto.com<br />
  44. 44. Main Criteria<br /><ul><li>Does the e-newsletter meet subscriber expectations?
  45. 45. Is there a main purpose?
  46. 46. Generate website traffic?
  47. 47. Promote other products?
  48. 48. Upsell print or e-edition?
  49. 49. Does it demonstrate elements of an effective e-newsletter?</li></li></ul><li>Elements of a Successful E-Newsletter<br /><ul><li>From name
  50. 50. Subject line
  51. 51. View online
  52. 52. Content is relevant & consistent
  53. 53. Content is easy to digest
  54. 54. Easy to opt-out
  55. 55. CAN-SPAM compliance</li></li></ul><li>Elements of a Successful E-Newsletter<br />
  56. 56.
  57. 57. Takeaways<br />Make content easy to digest.<br />Bring readers into the brand.<br />Give readers more than just another article to read.<br />
  58. 58. Part 4<br />Your E-newsletter in the wild<br />
  59. 59. 74% <br />of CRMA member websiteshave social media links*<br />
  60. 60. Have Social Links or Refer a Friend Link*<br />20%<br />
  61. 61. Every<br />Like is worth $3.60<br />From New England Mail Order Association<br />
  62. 62. A study by online ticket seller Eventbrite looks at the value - in terms of conversions to sale - of a variety of online social interactions. The study showed that one share on Facebook equals $2.52 in sales on Eventbrite where as a share on Twitter equaled $0.43. On Eventbite a share on LinkedIn equaled $0.90, and a share through their ”email friends” application equals $2.34. <br />Every<br />Like is worth $2.52<br />From Eventline .COM<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68. Takeaways<br />Include social media and refer a friend requests on all communications - Build your brand by connecting your assets.<br />
  69. 69. Part 5<br />Adding subscribers<br />
  70. 70. More eyes equals more dollars.<br />Email Append carefully<br />CPA / CPL<br />Create brand advocates – get Likes<br />
  71. 71. Empower Brand Advocates<br />Enable readers & encourage sharing.<br />Activate Like buttons, +1 buttons, etc.<br />Add signup pages to your social media profiles.<br />
  72. 72. Takeaways<br />Revenue lies in numbers – add subscribers profitably. Test:<br />Email Append<br />PPC<br />CPL / CPA<br />Your readers have the power – likes = revenue<br />
  73. 73. Part 6<br />Maintain your list<br />
  74. 74. Nurtureyour subscribers.<br />Aged subscribers & re-engagement<br />Re-activation<br />Behavioral Triggers<br />
  75. 75. 30%of CRMA member websites have asubscriber preference center<br />
  76. 76. Be a farmer.<br />Data management<br />Segmentation<br />Analysis<br />
  77. 77. Image from smashingmagazine.com<br />Testing content is a fast, reliable, and accurate way to improve your content, your brand, and your presence.<br />
  78. 78. 1st subject line (1,1)<br />2nd subject line (1,2)<br />3rd subject line (1,3)<br />Creative 1<br />Non openers move to 1,2 move to 1,3 move to 2,1 <br />Openers<br />Non clickers move to 2,1 move to 2,1 move to 2,1<br />Clickers send to landing pg 1 send to landing pg 1 send to landing pg 1<br />2nd subject line (2,2)<br />1st subject line (2,1)<br />Creative 2 (Follow Up)<br />Non openers move to 2,2 end process<br />Openers<br /> Non clickers end process end process<br /> Clickers send to landing pg 1 send to landing pg 1<br />NTM hosted<br />Landing page 1 <br />Landing Pages<br />NTM hosted<br />Landing page 2 <br />Complete new subscription new subscription<br /> Incomplete send reengagement email end process <br />Reengagement email<br />Reengagement email<br />Non openers end process<br />Openers<br /> Non clickers end process<br /> Clickers sending landing page 2<br />
  79. 79. Analysis<br />Track Opens, Unique CTR’s, Page Views, Shopping Cart Interactions, Abandons <br />Email-to-web<br />Follow the trail<br />
  80. 80. 91%of CRMA members runGoogle Analytics<br />
  81. 81. SEO Evaluation Criteria<br />Meta tag usage<br />Code quality<br />Code accessibility<br />Header tag usage<br />Element attributes (images, links, etc.)<br />Keyword usage<br />
  82. 82. SEO Quality of CRMA Member Websites<br />Levels of Good, Fair, and Poor are roughly equal.<br />
  83. 83. Pro-Forma Chart<br />
  84. 84. Multi-Channel Analysis<br />• Track sources for traffic, quality, conversions<br />• Use match-backs for print<br />• Analyze house file for size, age, activity<br />
  85. 85. Multi-Channel Analysis<br />Abandonment by Channel - Email-driven traffic is showing significant signs of weakness, particularly in View Bag and Order Complete stages of checkout<br />Abandonment<br /> Rate<br />

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