email newsletters - what works, what doesn't
DESCRIPTION
What works, what doesn’t, and what you have to figure out for yourself.TRANSCRIPT
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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.
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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
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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
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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?
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agency.nd.eduEmail Newsletters Slide 5
Obama Email• Targeted• Short, sweet• Focused topic/
action
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McCain Email• Too long• Too broad• Too much going on
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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
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agency.nd.eduEmail Newsletters Slide 8
Subscriber Management• Subscribe button or form on your website• Promote subscription offline• Listserv use
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agency.nd.eduEmail Newsletters Slide 9
Design Options• Existing templates• Clear ND and department branding
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Campaign Monitor - Measurement
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Measurement Options
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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
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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.