email newsletters - what works, what doesn't
Post on 26-Jan-2015
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agency.nd.eduEmail Newsletters Slide 1
Email NewslettersWhat works, what doesn’t, and what you have to figure out for yourself.
agency.nd.eduEmail Newsletters Slide 2
Email is not PrintPrint Email
$$$$$ $
Tactile: format and texture
Digital, consume how you like
A bird in the hand… Out of inbox, out of mind
Send and wait Instant Measurement
Best guess on ROI Google Analytics
agency.nd.eduEmail Newsletters Slide 3
Email has its own style• Much like web– Scan and skim– Short and sweet
• Drive to your website• Provide value – make people want to open
your emails
agency.nd.eduEmail Newsletters Slide 4
Strategy – Why?• Who is your audience?• What do you want them to do?• How often will you send?• What kind of content?• Where will it come from?
agency.nd.eduEmail Newsletters Slide 5
Obama Email• Targeted• Short, sweet• Focused topic/
action
agency.nd.eduEmail Newsletters Slide 6
McCain Email• Too long• Too broad• Too much going on
agency.nd.eduEmail Newsletters Slide 7
Rules• CAN-SPAM Act– Opt-in is best– Opt-out is a requirement– Avoid deceptive subject lines
• Use a 3rd party email service provider– Don’t use Outlook/Entourage to send your mail or
you’ll end up blocked and banned– You need measurement
agency.nd.eduEmail Newsletters Slide 8
Subscriber Management• Subscribe button or form on your website• Promote subscription offline• Listserv use
agency.nd.eduEmail Newsletters Slide 9
Design Options• Existing templates• Clear ND and department branding
agency.nd.eduEmail Newsletters Slide 10
agency.nd.eduEmail Newsletters Slide 11
agency.nd.eduEmail Newsletters Slide 12
agency.nd.eduEmail Newsletters Slide 13
agency.nd.eduEmail Newsletters Slide 14
Campaign Monitor - Measurement
agency.nd.eduEmail Newsletters Slide 15
Measurement Options
agency.nd.eduEmail Newsletters Slide 16
Google Analytics• Track how/what users are doing on your site
once they come in from an email newsletter• Even measure conversions/ROI
agency.nd.eduEmail Newsletters Slide 17
It’s the ContentThere are a lot of newsletters, and you get a lot
of emails
What makes you open a newsletter and read?
Content is king – it’s why you even bother reading these things.
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