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/