The document provides information and tips for businesses on creating and distributing an effective e-newsletter. It discusses what an e-newsletter is, why businesses need one as it allows them to directly contact their audience, and how to start one using newsletter platforms. It offers guidance on building a subscriber base, following subscriber rules and email marketing best practices, and provides inspiration for the types of content to include. It also emphasizes the importance of planning content through an editorial calendar and includes tips for writing headlines and formats to improve open rates.

1. January 12, 2016
Julie Kittredge
Business Services Advisor

2. What is an e-newsletter?
 Publication that is
distributed via email
directly to your
audience’s inbox
 Effective way to
maintain contact
with your audience

3. Why does my business need one?
 Because you don’t have
control over platforms you
don’t own
 Facebook, Twitter,
Pinterest, etc.
 Because you own the list
 It’s targeted – to your perfect
audience
 They don’t have to come find
you

4. Where do I start?
 Create a plan
 Have an idea of how you will use it
 Decide how often you will publish
 Create an account using a newsletter platform
 Mailchimp
 Constant Contact
 Aweber ($)
 Convertkit ($)

5. Build your subscriber base
 Include a link in your email signature, website, blog
 Offer a free e-book for signing up
 http://jordanmccollum.com/2012/12/set-up-email-
newsletter-freebie-mailchimp/
 http://blog.mailchimp.com/adding-file-attachments-to-
mailchimp-email-campaigns/
 http://blog.getresponse.com/email-list-building-
ideas.html

6. Subscriber rules:
 Customers must subscribe or “opt-in”
(this is law)
 Provide a sign up list
 in person
 on your website or blog
 If a customer has done a paid
transaction with you within the last
year, you can add them.

7. Do not subscribe:
 Mass emailing without
express permission is
spamming
 Exhibitor lists
 Business cards
 Networking events

8. Code of Email Marketing
1. Build your email lists with explicit prior permission
2. Ensure that subscribers know what to expect before they subscribe – and deliver it
3. Never spam
4. Protect the privacy and data of your subscribers
5. Never purchase, trade, share or sell email addresses
6. Avoid misleading subject lines and false headers
7. Provide value and relevancy and inspire action with every message
8. Include one-click unsubscribe instructions in every message
9. Honor unsubscribe requests promptly
10. Remember that email marketing is about building relationships with subscribers
Credit: http://www.lsoft.com/resources/emailmarketingcode.asp

9. Inspiration for what to include
 Be strategic
 Seasonal updates
 Advance notice of events
 Special discounts
 Create anticipation
 Promote products or services
 Establish your expertise in
your industry
 Stories
 Testimonials

10. More inspiration
 Share upcoming events
 Share photos & highlights
 Link to a survey (Survey monkey)
 Tips and tricks
 Educate your customers
 Make content exclusive
 Reward loyalty
 Provide hyperlinks

11. Get organized
 Think ahead - PLAN
 Create an editorial calendar
 Monthly
 Quarterly
 Determine content ahead of time
 Consider holidays, seasons, upcoming events, small
business Saturday, small business week, self-proclaimed
business celebration weeks.
 Establish publishing deadlines

12. October 2016
This is a blank and printable October Calendar. Courtesy of WinCalendar.com. I am fully editable and ideal to use as a planner.
◄ ~ October 2013 ~ ►
Sun Mon Tue Wed Thu Fri Sat
1 2 3 4 5
Photo-shoot for new
calendar
6 7 8 9 10 11
Establish Details for
customer photo contest
12
13 14 15 16 17 18 19
Photo-shoot for Grand
Opening Event
20 21 22 23 24 25 26
27 28
Email October
Newsletter
29 30 31 Notes:
Speaking event November 14
Launch new Calendar on Black
Friday
More Calendars from WinCalendar: Nov 2013, Dec 2013, Jan 2014
Created with WinCalendar Calendar Creator.
► For more layouts (60+), colors, options & for calendars with holidays download WinCalendar Calendar Maker.
► You can also import Google Calendar, Yahoo Calendar & Outlook data onto created calendars.

13. Tips for better open rates
Open Rate Ranges: what to expect
 From a low of about 8% open rate to a high of 45% open rate.
 The average open rates for decent enewsletters are mid- to high-teens.
How Do I Improve My Enewsletter Open Rates?
 List quality (the #1 factor).
 Quality of the communication in general (appeal, brevity, relevance).
 Subject line/Headline.
 Frequency (the more frequent get opened less).
 The frequency of other promotional emails going to the same list.
Source: Contentmarketinginstitute.com

14. Creating great headlines
 Great headlines get opened
 “…your headlines should speak directly to your readers
and about your readers, and not about yourself” ~Jeff
Bullas
 http://michaelhyatt.com/headline-templates.html
 http://www.copyblogger.com/double-headline/
 http://www.jeffbullas.com/2013/03/21/they-begged-
me-not-to-write-this-twitter-headlines-to-change-
your-life/
 http://www.frogtownwebdesign.com/2008/07/27/5-
tips-for-great-newsletter-headlines/

15. Additional Links
 http://www.enterprisenation.com/blog/email-
marketing-pt1-five-reasons-to-have-an-email-
newsletter/
 http://www.enterprisenation.com/blog/email-
marketing-pt2-what-should-you-put-in-your-
newsletter/
 http://jordanmccollum.com/2012/12/set-up-email-
newsletter-freebie-mailchimp/