Email Newsletters:Tips & Tools

Kim Rush LynchAgriculture Marketing Specialist

Prince George’s Countykimrush@umd.edu | 301.868.8780

ARE NEWSLETTERS DEAD?

A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail, and paid search. (Source: eMarketer, 2016)

Compelling Stats

• Email is 4x more effective in reaching your audience than Facebook (DreamGrow, 2017)

• More than 86% of businesses surveyed plan to increase their upcoming email marketing budgets. (Email on Acid, 2016)

• Three-quarters of companies agree that email offers "excellent" to "good" ROI. (Econsultancy, 2016)

• It is reported that for every dollar spent on email marketing, an average of $44 dollar ROI is realized. (Campaign Monitor, 2016)

Why a Newsletter?

• Delivers important content to inboxes• Builds relationships

– Attracts new customers– Retains existing customers

• Builds credibility • Aggregate expert information• Develops your brand• Provides venue for promotions• Great tool when used with other digital marketing channels

Source: maxpixel.freegreatpicture.com

Do I Dare?

Go for it!• Will be consistent• Enjoy creating content• Identify target market• Have a website/blog and

social media accounts• Will respond to inquiries

• Have very limited time• Don’t have a website or

social media• Won’t include professional

email service in budget• Haven’t explored audience

Pump the brakes!

WHO IS MY AUDIENCE?

Target Market Analysis

• Age• Income Level• Occupation• Gender• Geographic Location• Education Level

• Special Interest Activities• Philosophical Beliefs• Social Factors• Cultural Involvements• Other Needs – (food, health)

Income Level

$50 - $65K $65 - $80K

$30 - $50K $80 - $150K

PsychographicsDemographics

NUTS & BOLTS

Types of Content• SHORT articles about your

product or customers• blog post links• photos (i.e. fan’s, products)• videos• animation GIFs • infographics• podcasts• coupons

• events calendar• resource links• recipes• testimonials

Compelling Content• farm news & events• how to use product• industry news and trends• community outreach• happy customer/success

stories• farm animal profiles• interesting crop facts• popular social media posts

• contests• important announcements• complimentary business’

news• anything funny (well, within

reason)

Email Marketing Services• Constant Contact• MailChimp• Tiny Letter (MailChimp)• Aweber• Emma• Mad Mimi

• Campaign Monitor• Active Campaign• ConvertKit• GetResponse

HOOKING SUBSCRIBERS

Growing Your Subscribers

• Paper sheet and/or postcard sign-up sheets at farm store• Email sign-up for website and social media (run ads, too)• Collect emails when customers sign-up for an event• Collect emails at tradeshows and other events• Ask current subscribers to share/forward your emails• Offer an informative downloadable document• Phone sign-ups (i.e. Text-to-Join)

Email Sign-Up Forms

Source: evermorefarm.com

Where to Place My Sign-Up Form?• At the very top or top of the side bar• Feature Box• “About” page• Footer• Hello Bar (sometimes)• Slide-up or Pop-up (tread lightly here)• At the end of a blog post (P.S.)• Social Media pages (pin a post)

SIGN-UP AND GET OUR FREE GUIDE TO CARVING A WHOLE CHICKEN AND 10 MOUTHWATERING RECIPES!

I’m In!

Source: its.10x.travel

Boost that Button!

• Use a form, not a link• Include a “Call to Action”• Use simple typography, color,

and/or eye catching graphics• Offer freebies or incentives• Share sign-up stats

(once you get a critical mass)

Source: marieforleo.com

Source: pinpointe.com

BEST PRACTICES

Best Practices - Engagement• Know your audience and select relevant material.• Create an email marketing plan including a content

calendar.• Personalize your emails.• Say “thank you.”• Be as brief as possible. 20 lines max! Include teaser with

“Read More” link and post longer articles on your blog. • Be consistent (weekly, monthly, quarterly).• Include social media links.• Share link(s) to sample newsletters on website or blog.

Best Practices - Content• Use clear and catchy subject lines (test if possible)• Explore a variety of content - articles, events and

coupons/promotions• Mix up your media – podcasts, video, images,

infographics, GIFs• Offer incentives• Include a call to action• Observe what other small businesses are doing

Best Practices - Layout

• Use a professional email service provider

• Create simple, clean designs• Use images widely• Make use of automation services • Select a mobile friendly template

Best Practices –Sign-Up Form• Include an email sign up form on your website, blog,

and/or social media. • Include a welcome email with an offer.• Always direct users back to your website or blog.• Don’t ask for too much info on your opt-in form.• Don’t hide your email opt-in form. Make it visible!• Call your updates something more interesting than

“newsletter” – consider a catchy name.• Include a privacy statement.• Add a link to unsubscribe, and make it easy!

Best Practices – List Maintenance

• Clean up your email database regularly.• Occasionally send a re-engagement

campaign with special offer to low engagement readers.

• Re-evaluate segments and lists for relevance.

• Evaluate email marketing campaign metrics.

MEASURING SUCCESS

Email Marketing Metrics• Bounce Rate: (Total no. of bounced emails ÷ No. of emails sent) * 100

• Click Through Rate: (Total clicks OR unique clicks ÷ No. of delivered emails) * 100

• Conversion Rate: (No. of people who completed the desired action ÷ No. of total emails delivered) * 100

• Email Sharing/Forwarding Rate: (No. of clicks on a share and/or forward button ÷ No.of total delivered emails) * 100

• List Growth Rate: ([(No. of new subscribers) minus (No. of unsubscribes + email/spam complaints)] ÷ Total no. of email addresses on your list]) * 100

• Open Rate: (Emails opened / Emails delivered) * 100

• Overall ROI: [($ in additional sales made minus $ invested in the campaign) ÷ $ invested in the campaign] * 100

• Unsubscribe Rate: (Unsubscribed users /Emails sent) * 100 Source: blog.mailup.com, blog.hubspot.com/

Source: constantcontact.com

Source: mailchimp.com

Average MailChimp Email Campaign Stats for Ag & Food Service Industry

FUN EXAMPLES

Source: newfoodeconomy.com

Source: modernfarmer.com

Source: futureharvestcasa.org

Source: hartman-group.com

Source: westelm.com

https://www.facebook.com/video.php?v=10203253890282115&l=6109916523320508132

Kim Rush LynchAgriculture Marketing Specialist

Prince George’s Countykimrush@umd.edu | 301.868.8780

@UMEPGC @FarmPGC

How did I do?tinyurl.com/jn9xtgn