best practices for publisher e-newsletters
DESCRIPTION
LSC's presentation on e-newsletter best practices given at a recent CRMA conference.Topics include: signups, welcome cascades, campaign follow-through, and auditing.TRANSCRIPT
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Publisher’s Best Practices forE-Newsletters
Presented byList Services Corporation for the Audience Development Summit April 2011
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Who We AreList Services Corporation (LSC) was founded in 1980 offering the direct marketing community innovative and exciting data-driven solutions.LSC Digital has key experience in the fields of marketing automation, campaign analysis and execution services to some of the largest and most prestigious companies in the world including:• Washington Post Companies (Kaplan)• USA Today• Reader’s Digest / Reiman Publications• North Shore Long Island Jewish Hospital Network• Guthy-Renker (ProActiv Solution)• CapGemini North America
DMEF Educational Leadership Award (Edward N. Mayer, Jr. Award)Robert B. Clarke Outstanding Educator AwardDMEF Corporate Leadership AwardDMEF Rising Star AwardsDMEF Corporate Commitment AwardDMEF Vision Award
Founding Member Awards & Accolades
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31 YEARS of direct marketing leadership
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The Brick Versus the Mortar
List Services Corp.List ManagementList BrokerageData ProcessingList FulfillmentData EnhancementModelingDatabase Marketing
LSC DigitalEmail ManagementWebsite Development (CMS)Search Engine MarketingOnline Advertising• Banner Display• CPA• CPL
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Key Statistics
31 year old businessBusiness doubled in 2010• 1000% growth in banner display, CPA, CPL
advertising• 500% growth in email services• 300% growth in SEM, web development, CME• 200% growth in marketing database engagements• 75% growth in data processing (merge, NCOA)• 50% growth in non-publishing mail volumes
25% of our overall business is in publishing75% of our email business is in publishing
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Why Should Circulation Take Control?
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63%of CRMA members have
an e-newsletter*
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Roadmap to Success
1. Signing up2. Saying hello3. Your newsletter4. Your newsletter in the wild5. Growing your list6. Maintaining your list7. SEO, testing & analysis8. Your competition
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SIGNING UPPart 1
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48%have an eNewsletter signup
on their home page*
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Good Sign-Up Criteria
Is it easy to find the eNewsletter / Content sign up link?
Are there multiple subscription options? Does the e-subscriber get your print
magazine?
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Elements of a Successful Signup
Easy to find on the Home Page
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Elements of a Successful Signup
Easy to find on the Home Page
Easy Preference Center
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Elements of a Successful Signup
Easy to find on the Home Page
Easy Preference Center
Short signup form
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Use a SHORT subscription form.
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Give your subscriber some
options.
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Of CRMA members with e-newsletters…
0%Ask their eNewsletter signups if they are also a print subscriber*
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Takeaways
• Keep your signup easy & highly visible
• Provide subscribers with easy to use
preference center
• Find out if the signup is also a print
subscriber.
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SAYING HELLOPart 2
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52%of CRMA members with an e-newsletter have a
welcome email, cascade, or auto-responder*
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Of CRMA members with e-newsletters…
8%send a welcome email or
cascade*
0%include a subscription offer in their welcome email or
cascade*
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Performance by Channel*
Channel Rev/message
Standard campaigns $0.04
Auto-responders $0.76
Welcome Cascade 1 $0.32
Welcome Cascade 2 $0.22
Welcome Cascade 3 $0.18
Website reengagement (cart) $0.88
Website reengagement (other) $0.36
Widgets $0.22
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Criteria to Say Hello
• Is there a confirmation email?• Is there a verification of signup,
aka double opt-in?• Is the welcome a single email or a
cascade?• Are there offers, promotions, or upsells?
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Elements of a Successful Welcome Email
From nameSubject line Link to contentAdvertising?Promotions?
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Confirmyour subscriptions.
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Web page shows
Confirmation Email
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LSC Digital Approach to Initial ContactNEW MOVER EMAIL CAMPAIGN
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Welcome Email
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Welcome Cascade 1
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Welcome Cascade 2
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Takeaways
• Set subscriber expectations
– When will the email be received?
– Who will be sending the email?
• Subscriber Benefits
• Single email or email cascade?
• Opportunity to engage
• Opportunity to sell
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YOUR E-NEWSLETTERPart 3
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17%average open rate for
publisher & media newslettersResult from bronto.com
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Main Criteria
Does the e-newsletter meet subscriber expectations?
Is there a main purpose? Generate website traffic? Promote other products? Upsell print or e-edition?
Does it demonstrate elements of an effective e-newsletter?
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Elements of a Successful E-NewsletterFrom nameSubject lineView onlineContent is relevant &
consistentContent is easy to
digestEasy to opt-outCAN-SPAM
compliance
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Elements of a Successful E-Newsletter
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Takeaways
• Make content easy to digest.
• Bring readers into the brand.
• Give readers more than just
another article to read.
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YOUR E-NEWSLETTER IN THE WILDPart 4
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74% of CRMA member websites
have social media links*
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20%
Have Social Links or Refer a Friend Link*
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Like is worth
$3.60
Every
From New England Mail Order Association
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A study by online ticket seller Eventbrite looks at the value - in terms of conversions to sale - of a variety of online social interactions. The study showed that one share on Facebook equals $2.52 in sales on Eventbrite where as a share on Twitter equaled $0.43.
On Eventbite a share on LinkedIn equaled $0.90, and a share through their ”email friends” application equals $2.34.
Like is worth
$2.52
Every
From Eventline .COM
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Takeaways
• Include social media and refer a
friend requests on all
communications - Build your brand
by connecting your assets.
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ADDING SUBSCRIBERSPart 5
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More eyes equals more dollars.
• Email Append carefully
• CPA / CPL• Create brand
advocates – get Likes
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Empower Brand Advocates• Enable readers & encourage sharing.• Activate Like buttons, +1 buttons, etc.• Add signup pages to your social media profiles.
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Takeaways
• Revenue lies in numbers – add subscribers
profitably. Test:
– Email Append
– PPC
– CPL / CPA
• Your readers have the power – likes =
revenue
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MAINTAIN YOUR LISTPart 6
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Nurtureyour subscribers.
• Aged subscribers & re-engagement
• Re-activation• Behavioral Triggers
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30%of CRMA member websites have a
subscriber preference center
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Be a farmer.
• Data management• Segmentation• Analysis
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Testing content is a fast, reliable, and accurate way to improve your content,
your brand, and your presence.
Image from smashingmagazine.com
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1st subject line (1,1)
2nd subject line (1,2)
3rd subject line (1,3)
2nd subject line (2,2)
1st subject line (2,1)
Reengagement email
Creative 1
Creative 2 (Follow Up)
NTM hostedLanding page 1
Landing Pages
Reengagement email
Non openers move to 1,2 move to 1,3 move to 2,1 Openers
Non clickers move to 2,1 move to 2,1 move to 2,1Clickers send to landing pg 1 send to landing pg 1 send to landing pg 1
Non openers move to 2,2 end processOpeners Non clickers end process end process Clickers send to landing pg 1 send to landing pg 1
Complete new subscription new subscription Incomplete send reengagement email end process
NTM hostedLanding page 2
Non openers end processOpeners Non clickers end process Clickers sending landing page 2
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Analysis
• Track Opens, Unique CTR’s, Page Views, Shopping Cart Interactions, Abandons
• Email-to-web• Follow the trail
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91%of CRMA members run
Google Analytics
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SEO Evaluation Criteria
• Meta tag usage• Code quality• Code accessibility• Header tag usage• Element attributes
(images, links, etc.)• Keyword usage
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32%
30%
38%
Good Fair Poor
SEO Quality of CRMA Member Websites
Levels of Good, Fair, and Poor are roughly equal.
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Pro-Forma Chart# Subscribers Type Value Return10,000 E-Newsletter
Welcome EmailWelcome Cascade 1Welcome Cascade 2Welcome Cascade 3Social SignupWebsite Signup
50,000 E-NewsletterWelcome EmailWelcome Cascade 1Welcome Cascade 2Welcome Cascade 3Social SignupWebsite Signup
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Multi-Channel Analysis
Marketing Channel Orders 2010 Orders 2009 % Var Revenue 2010 Revenue 2009 Rev 2010 as % of total
Rev 2009 as % of total % Var AOV (Rev /
Orders)AOV (Rev /
Orders) % Var
Email 255,548 285,478 -10% $ 43,443,160 $ 44,249,090 29.2% 29.8% -1.9% $ 170 $ 155 8.8%
SEO 90,371 77,036 17% $ 17,441,603 $ 13,635,372 11.7% 9.2% 21.8% $ 193 $ 177 8.3%
PPC 102,492 85,002 21% $ 19,883,448 $ 14,960,352 13.4% 10.1% 24.8% $ 194 $ 176 9.3%
Banner 10,047 5,033 100% $ 1,667,802 $ 1,082,095 1.1% 0.7% 35.1% $ 166 $ 215 -29.5%
Social network 2,225 - n/a $ 373,800 $ - 0.3% 0.0% 100.0% $ 168 $ - 100.0%
CPL 2,348 - n/a $ 274,716 $ - 0.2% 0.0% 100.0% $ 117 $ - 100.0%
Other Websites 63,166 35,022 80% $ 11,433,046 $ 6,479,070 7.7% 4.4% 43.3% $ 181 $ 185 -2.2%
Mail 265,288 288,754 -8% $ 54,118,752 $ 50,820,704 36.4% 34.2% 6.1% $ 204 $ 176 13.7%
TOTAL Totals 791,485 776,325 2% $ 148,636,327 $ 131,226,683 100.0% 100.0% $ 188 $ 169 10.1%
• Track sources for traffic, quality, conversions• Use match-backs for print• Analyze house file for size, age, activity
List Subscription Date Subscribers % of Total List Size
0-3 Months 101,355 5.12%
3-6 Months 75,908 3.84% 6-9 Months 62,437 3.16% 9-12 Months 55,664 2.81%
12-24 Months 250,614 12.67%
>24 Months 1,432,232 72.40% List Total 1,978,210 Grand Total 1,978,210
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Multi-Channel Analysis
View Cart Billing/Shipping Shipping Method Order Summary Order Complete0
0.01
0.02
0.03
0.04
0.05
0.06
Direct LoadNatural SearchEmailPaid Search (Google)Paid Search (Yahoo)
Abandonment Rate
Abandonment by Channel - Email-driven traffic is showing significant signs of weakness, particularly in View Bag and Order Complete stages of checkout