Use Email Automation to Deliver Mini-Courses and Activate your Arch...

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Use Email Automation to
Deliver Mini-Courses and
Activate Your Archives
Join the conversation with #ONA19Archives

Dan
OSHINSKY
Founder
Inbox Collective
@danoshinsky
Ariana
RODRIGUEZ-GITLER
Digital Producer
Pew Research
Center
@arianarg
...

What is an
email course?
A course is an opportunity to teach a reader
something new — a lesson, a skill or a habit.

● Sign up or other reader
action triggers experience
● Emails sent automatically
to subscribers at ﬁxed
intervals
● Limite...

What it’s not
● A regular, recurring
email newsletter
● A pop-up/limited-run
newsletter
● An onboarding email
series or CR...

Examples

Pew Research Center Immigration Mini-course
The Challenge:
How can we help
readers understand
“the big picture”
on immigra...

Pew Research Center Immigration Mini-course

The Washington Post’s Voraciously cooking courses

The Challenge:
How do we deliver
actionable content in a
way that can be
adapted to different
verticals (and even
language...

The Opportunity:
Use these courses to reach new
and underserved audiences
Buzzfeed Courses

The Challenge:
How do we use
evergreen content
to drive deeper
engagement
among our most
loyal fans?
The Solution: Build
a...

Why they work
What’s in it for publishers & readers;
Measuring success

What’s in it for readers?
● Makes content more accessible & understandable
● Empowers readers to reach a speciﬁc goal rela...

Higher open rates, lower click rates
(but clicks weren’t the goal)
Newsletter subscribers
open 1 in 4 emails
How do they p...

~4-in-10 readers
opened all 5 lessons
How do they perform?

Best practices

Best Practices: Content, Format & Personality
Use coaches to give
readers a champion
to support them on
this journey
Reade...

Best Practices: Content, Format & Personality
Mobile-ﬁrst
design;
conversational
graphics
Make content scannable

Best Practices: Progress & the Reader’s Journey
Build in progress
reminders
Celebrate victories
& offer
opportunities to
c...

Best Practices: Community Building & Engagement
Encourage participation,
community signal
Reward the loyal and
hyper-engag...

Best Practices: Promotion, Sign-ups & Onboarding
Create standalone
posts to promote
your courses
Create related surveys or...

Best Practices: Promotion, Sign-ups & Onboarding
Create a frictionless
sign-up process
Promote where
your audience is
Targ...

Q&A

Resources

● Download these slides > bit.ly/ONAMiniCourses
● Best practices & tips > bit.ly/ONACoursesHandOut
● Strategy positioning ...

Highbrow Curbed - The Small FixWQXR’s Open Ears Project
WebMD
Harvard Business Review
Other courses
Project on Government ...

Thank you!
Be sure to visit the many ONA19 exhibitors in the third ﬂoor Exhibit Hall.
Dan
OSHINSKY
@danoshinsky
Ariana
ROD...

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