improving your enewsletters

“Getting the best out of Email Communications”

Matt HaworthDigital media producer at Reason Digitale matt@reasondigital.com

Tweet @reasondigital

“Getting the best out of Email Communications”

Matt HaworthDigital media producer at Reason Digitale Matt@reasondigital.com

Tweet @reasondigital

Single ask:

Classic round-up:

Rule 1 - Interest“The first rule of email

newsletters is don’t mention email newsletters”

Rule 1 - Interest

Rule 2 - Objective

“Sending a news roundup every

month just because ‘that’s what we do here’ isn’t enough”

Rule 2 - Objective

Get more volunteers?

Sign a petition?

Find new service users?

Raise awareness particular cause?

Rule 3 - Call to action

“CTAs should be short, focused on

the end result, and have immediacy”

Rule 3 - Call to Action

Rule 4 - Be Personable“You’re a real

person, you just happen to be

emailing a thousand people instead of

one”

Rule 4 - Be Personable

Rule 5 - Segment & Target

“Think how long you devote to each e-mail in your inbox. At most it’s probably a couple

of minutes”

Rule 5 - Segment & Target

Supporters mailing list

Commissioners mailing list

Rule 6 - Do it by the book

“Sending people messages they don’t want to receive isn’t going to do anything

for you”

Rule 6 - Do it by the book

Rule 7 - Time it right

“The most important kind of timing for your

campaigns is frequency”

Rule 7 - Time it right

Rule 8 - Monitor & optimise

“Watching how figures change with each

campaign will give you the insight you need to

steer your communications”

Rule 8 - Monitor & Optimise

Rule 9 - Don’t talk about viagra

“Spam filters aren’t perfect…”

Rule 9 - Don’t talk about Viagra

Rule 10 - Empathise“It’s shocking how

many people in charge of writing newsletters don’t subscribe to any”

Rule 10 - Empathise

Recap

Be interesting

Have purpose

Call them to act

Be personable

Be frequent

Segment & target

Know the rules

Measure & optimise

Spam test

Empathise

Thanks for listening.

Any Questions?e matt@reasondigital.com

Tweet @reasondigital

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