Hd Enewsletter Forum


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Hd Enewsletter Forum

  1. 1. NCI E newsletter Program Jim Newbill / Dir Marketing & Analytics Suzanne Hader / 400twin December 19 th , 2008
  2. 2. Agenda <ul><li>Goals </li></ul><ul><li>Quick Facts </li></ul><ul><li>Newsletter Audit Findings 20 mins </li></ul><ul><ul><li>a review of our current newsletters </li></ul></ul><ul><li>Basic Wireframe Review 20 mins </li></ul><ul><ul><li>Review a starting point for the templates </li></ul></ul><ul><li>Information Gathering for the designs. 20 min </li></ul><ul><li>Discuss Content Creation 15 mins </li></ul><ul><ul><li>Discuss best practice for content creation. </li></ul></ul>
  3. 3. Newsletter Goals <ul><li>Lead generation </li></ul><ul><li>Connect customers and clients </li></ul><ul><li>Drive traffic to the website, blog and calendar – both the calendar and blog can eventually be monetized </li></ul><ul><li>Build the list </li></ul><ul><li>Helps build brand recognition and brand expertise within their market </li></ul>
  4. 4. Quick Facts <ul><li>There are a few statistics that we simply can’t ignore. </li></ul><ul><li>Average time to capture a reader’s attention: 8 secs (3secs for email) </li></ul><ul><li>Average time a reader reads a newsletter: 51 secs </li></ul><ul><li>Percent of people that read the entire newsletter: 19% </li></ul><ul><li>Percent of newsletters never opened:27% </li></ul><ul><li>Percent of newsletters scanned and not read: 27% </li></ul>
  5. 5. E-newsletter Audit
  6. 6. #1: Limit ads in preview pane <ul><li>Placement of one or two ad unit banners on the side, instead of at the top of the email. </li></ul><ul><li>Keep “ preview pane ” space at the top clear. </li></ul><ul><li>Helps keep open rates up and unsubscribes down. </li></ul><ul><li>Gives top billing to magazine brand and key links. </li></ul>
  7. 7. #2: Visually separate top nav <ul><li>Main links are prominent, more obvious and clickable. </li></ul><ul><li>Clearly distinguishes functionality from content. </li></ul><ul><li>Keeps top of email cleaner looking in preview pane . </li></ul>
  8. 8. #3: Keep headlines at top <ul><li>Calls out content in preview pane view </li></ul><ul><li>Clearly distinguishes functionality from content. </li></ul><ul><li>Keeps top of email cleaner looking in preview pane. </li></ul>
  9. 9. #4: Include related links/tips <ul><li>Breaks up email visually, making it easier to scan. </li></ul><ul><li>Provides a greater selection of clickthrough content in a smaller space. </li></ul><ul><li>Offers “ digestible ” information to pique interest. </li></ul>
  10. 10. #5: Highlight advertiser links at bottom <ul><li>Encourages users to take action. </li></ul><ul><li>Drives traffic to advertisers. </li></ul><ul><li>Another visually branded element at footer of email . </li></ul>
  11. 11. #6: Extra graphic footer callout <ul><li>A way to direct email subscribers to non-content sections of the site. </li></ul><ul><li>Extra support for internal initiatives. </li></ul><ul><li>Keeps bottom of the email from just looking like “ a bunch of fine print. ” </li></ul>
  12. 12. A few extra best practices <ul><li>Keep email length to about 1000 px. </li></ul><ul><li>Add forward to a friend links to top and bottom of emails. </li></ul><ul><li>Keep page organization consistent, but allow for design/treatment customization specific to title. </li></ul><ul><li>Swap date in masthead for teaser copy or nav </li></ul>
  13. 13. E-newsletter Template Wireframes
  14. 14. E-newsletter Template <ul><li>E- newsletterWireframes </li></ul>
  15. 15. Starting Questions <ul><li>1) What design elements do you feel are uniquely your magazine's that you might like to see referenced in the layouts? </li></ul><ul><li>2) Which other services do you want to/can you include link-out functionality for to promote sharing (digg, linked in, facebook, etc.) </li></ul><ul><li>3) is there anything else that can be done to promote sharing and new opt-ins? </li></ul><ul><li>4) Is there a specific type of content that drives the most traffic to your site? (How to's vs. trends vs. product showcases) </li></ul><ul><li>5) What has been most successful at causing traffic spikes as soon as the email is dropped (sweepstakes, etc.) </li></ul>
  16. 16. Resources <ul><li>Resource for training and best practice documentation. </li></ul><ul><li>Forum </li></ul><ul><li>NCI’s E newsletter Toolbox – </li></ul><ul><li>www.ncisemailtoolbox.com </li></ul>
  17. 17. Next Steps 2/1/2009 Editors/Online team Launch new initiative – Provide Technical Support for each market 1-26 thru 1-28 Hillary/Deb/Mary Provide training for each market 1/23/2009 Hillary Code additional 8 markets’ templates 1/12/2009 Hillary Code first set of 3 templates - Atlanta? 1/5/2009 Editors/Online team Review wireframes and lock down template designs (final designs) 12/23/2008 Suzanne 2 nd draft wireframes complete 12/19/2008 Jim Collect feedback edits for wireframes and provide to designer 12/192008 Deb/Hillary/Jim/Adam Discuss new template designs/best practices with editors 12/16/2008 Hillary/Scott C. Lock down how the ads will be served (dbclk or hand code) 12/16/2008 Deb/Hillary Walk-thru and document process for data entry (work out any kinks) 12/15/2008 Deb/Hillary/Jim/Adam 1st draft wireframes End Date Who Phase I     HD Self-serve Enewsletter initiative