Follow these simple steps to leverage your publications email list to drive traffic, engagement and revenue from your newsletter.

1. WEEKLY OFFICE HOURS
We will begin momentarily, say hi in the chat pane!
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How To Create An Email Newsletter
That Doesn’t Suck

2. Participation
Type your questions into the
chat pane and we’ll address
them as we go or at the end
of the presentation.
Ask Us a Question!
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3. Today’s Agenda
 How to build and segment your list
 The key components of a newsletter
 What NOT to do in your email newsletters
 How to monetize your efforts
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4. Why Do We Do Email
Newsletters In The First Place?
Just Another Distribution Channel
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5. Audience Development
(a.k.a. list building)
 Business Basics Page (In Print)
 Strong CTA
 Tell Them What They Get
 Tell Them How Frequently They’ll
Get It
 Do It In Every Issue!
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6. Audience Development (Con.)
 Add a subscribe form at
the bottom of every
article and event
 Make It Simple
 Strong CTA
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7. Audience Development (Con.)
 Create a page on your site
for people to signup and
set/update their
preferences
 Tell Them What They’ll Get &
How Frequently
 Provide Full Options
 Include An Unsubscribe
Link/Preferences Link
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8. Audience Development (Con.)
 Run a social promotion to
collect opt-ins
 Include permission box
 Follow up with thank you
email/offer
 Can also ask them to follow on FB
 Subscribe to magazine
 Etc.
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9. ”
Segmentation
One list to rule them all…
But use groups to segment
users…
Sending people only what
they want will reduce
unsubscribes…
Give them a choice!
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The average subscriber email address can
expect an average 31% churn rate; in other
words, 31% of email subscriber addresses will
be lost during a single year.
- iContact

10. Key Components
 Subject Line/Preview
 A/B Test
 Logo/Header
 Link It
 Feature – Social
Promotion, Top Story,
Business Spotlight, Your
Latest Issue, Featured
Event, Etc.
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11. Key Components (Con.)
 Top Stories
 Drives Traffic - Pick
stories that are already
performing well but feel
free to experiment with
titles of under
performing articles as
well.
Advertising
 Banners
 Native
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12. Key Components (Con.)
 Promote Yourself
 Directory
 Quick Links for UGC
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13. Key Components (Con.)
 Upcoming Events (Three To
See/Editor’s Picks)
 Highlights Calendar
 Always include a view more button
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14. Key Components (Con.)
 Share Buttons
 Events
 Themselves
 Their Business
 Legal Stuff
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15. What NOT To Do
 BCC instead of using an email provider
 Use all images (or one large image) and no text
 Put entire article or event in the newsletter
instead of linking back to your site
 Leave default text (especially in preview)
 Skip testing
 Send inconsistently
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16. A Few Other Tips To Avoid Spam Filters
 When it comes to subject lines, boring works
best. When you write your subject line, don’t
sell what’s inside—tell what's inside.
 Avoid using spammy keywords and phrases,
and avoid using ALL CAPS or too many
exclamation points!!!
 Make sure your “From” and “Subject” lines
contain your company name, so your
subscribers will instantly recognize you.
 Be a real person (not a corporation)
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Source: MailChimp

17. Recommendation
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http://youtu.be/-DM2Vfj6NQk
MailChimp
www.mailchimp.com

18. Monetizing Email
 Banner Ads
 Exclusive Blasts
 Advertorials/Paid Placements
 Listings (Business Spotlight)
 Events (Featured Events)
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19. Helping You Reach Your Goals
Ask us how these programs can grow your business
We make it easier for you to do yourself:
 Community Content Engine (Tech)
 Training, Support and Resources
 A La Carte Fulfillment Services
 Additional Revenue Opportunities
Standard Membership
We do everything for you:
 Web Editor
 Community Manager
 Revenue Specialist
Publisher Concierge