Newsletter is not a four letter word

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Presentation Cameron Brain, co-founder of XYDOCuration.com recently gave at the Digital East digital marketing conference. Focus of the presentation is best practices for email newsletters and how when done well can drive meaningful marketing roi.

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Newsletter is not a four letter word

  1. 1. Newsletter is not a four letter word. Spend 1 hour a week to boost your email marketing ROI Cameron Brain / Co-Founder / xydocuration.com
  2. 2. We help companies curate 3rd partycontent their audiences love.
  3. 3. We help companies curate 3rd partycontent their audiences love.We provide tools for building contentinto newsletters, social campaigns, andtheir web sites.
  4. 4. We help companies curate 3rd partycontent their audiences love.We provide tools for building contentinto newsletters, social campaigns, andtheir web sites.We increase engagement, build trust &loyalty, and drive more business.
  5. 5. What is a newsletter?What it’s not...• Something that includes boring content• Something that’s not mobile friendly• Something that’s sent once a month or quarter
  6. 6. What is a newsletter?What it’s not...• Something that includes boring content• Something that’s not mobile friendly• Something that’s sent once a month or quarterWhat is should be...• Something that includes relevant, fresh content• Mobile friendly• Sent once a week
  7. 7. Content is King “You need to earn the right to talk about yourself.” — Nichole Kelly, President SME Digital• Needs to be relevant, quality, and fresh• Majority of it (80%) shouldn’t be about you• Will drive engagement, trust, and thought leadership
  8. 8. Understand Your Audience If you sell pots & pans, don’t assume that’s all your audience wants to hear about...• Think about the interests of your audience• Go the extra mile to make it about them• Don’t be timid; curate, send, review
  9. 9. DESIGN FOR ENGAGEMENTContent needs to be front and center and it needs to be consumable on a mobile device...• Focus on the content• Include social sharing features• Make sure it’s mobile friendly
  10. 10. Send it frequentlyHaving something worth saying is what enables you to communicate with your audience...• Every company should send once a week• Pick an atypical day and time to send
  11. 11. National Wildlife FederationSending to ~1M donators andsupporters Before AfterOpen Rate 8.2% 18.3%Click Rate 6.6% 33.9%Social Shares 0 21,839
  12. 12. DellSending to a few thousandsocial influencers Before AfterOpen Rate 3.6% 15.7%Click Rate 3.4% 26.3%Social Shares 0 147
  13. 13. Utah JazzSending to ~100K ticketpurchasers Before AfterOpen Rate 1.8% 10.6%Click Rate 3.6% 28.8%Social Shares 0 3,423
  14. 14. In ConCLUSION Spending one hour a week to send your own curated content newsletter will...• Increase engagement (opens, clicks, shares)• Build trust and loyalty• Establish thought leadership• Grow your audience and drive business
  15. 15. Stop by our booth or visit us at:xydocuration.com Spend 1 hour a week to boost your email marketing ROI Cameron Brain / Co-Founder / xydocuration.com

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