Get Your E-Newsletter Fit, Fascinating and Fashionable
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1 Get Your E-Newsletter Fit, Fascinating and Fashionable
2 How to reduce unsubscribes
3
4 has had a good run as king over communications, but its reign is over. In its place a new generation of services is starting to take hold. Services like Twitter and Facebook and countless others vying for a piece of the new world. Just as did more than a decade ago, this shift promises to profoundly rewrite the way we communicate in ways we can only begin to imagine. --Wall Street Journal, October, 2009
5 Why ? 67% of respondents say provides the best return on investment for marketing strategies --Direct Marketing Association
6 Why ? U.S. marketing executives believe alone drives the same amount of revenue as their social media, website and display ads COMBINED --Relevancy Group
7 Why ? 60% of global executives said they read an e- newsletter as one of their fist three daily news sources twice as high as news apps --Quartz Research
8 Why ? 91% said they would share work-related content via if they deemed it valuable --Quartz Research
9 Why ? 61% say is very important, compared to 54% saying the Internet is very important --Pew Research
10 Why ? 91% of all U.S. consumers use daily --McKinsey Research
11 Strategy Review The GOAL of and all communications should be to help your organization fulfill its mission through improved communication, engagement, interaction and conversion.
12 Six reasons for using 1. Relatively inexpensive 2. Immediacy 3. Yields quick results 4. Reveals insights 5. Personalization 6. Segmentation (testing offers)
13 Why Is A Corporate Asset (7) You own your list. You are not at the mercy of a social media channel s algorithm (Your list might be your most valuable marketing asset.) (8) Research shows isn t dying and losing effectiveness to texting. (Social media channels use addresses to certify accounts.)
14 Fundamental Tactics For Success 1. Mail regularly 2. Send what you promised when they subscribed 3. Use images, links 4. Make it readable 5. Include a U.S. Mail address and an unsubscribe link
15 Fundamental Tactics For Success 6. Use built-in SPAM checking programs 7. Know the CAN-SPAM Act 8. Build quality lists 9. Use an ESP
16 My Action Plan: I will review my strategy, share insights with associates/leaders and schedule time to implement changes.
17 3 Steps To Understand Unsubscribers 1. Know WHEN you ve been dumped check analytics reports after each send 2. Know WHY you ve been dumped evaluate frequency, time and date of distribution 3. Know WHO dumped you create and review profiles of your subscribers using analytics (Clean lists quarterly; use audits and surveys to manage your lists)
18 My Action Plan: I will review my unsubscribes and attempt to understand why people unsubscribe.
19 Six steps to Fit, Fascinating and Be Fit: 1. Content is relevant, updated and accurate. Know 4 types of communication: E-newsletters E-blasts E-letters E-cards Fashionable s
20 Six steps to Fit, Fascinating and Fashionable s Be Fit: Think: How will be audience/recipients decide whether to open the , click on a link, read the content and execute a conversion? Subject lines: No CAPS, no punctuation, 50 to 60 characters TEST all links Review how will render on a variety of services Outlook, Gmail, etc.
21 Six steps to Fit, Fascinating and Be Fit: Fashionable s 2. Segment your distribution lists Do A/B testing Evaluate segmentation by type of relationship with subscriber, zip code, other demographic information
22 Six steps to Fit, Fascinating and Fashionable s Be Fascinating: 3. Offer something special Synchronize online/offline messages Drive traffic to your website
23 Six steps to Fit, Fascinating and Fashionable s Be Fascinating: 4. Offer interaction Offer to follow social media channels Provide an immediate response to questions, problems Get to know who your reader/customer is What s going on with the reader/customer in the moment they interact with the
24 Six steps to Fit, Fascinating and Fashionable s Be Fashionable: 5. Be visually appealing Select appropriate template for what you re trying to communicate Pay attention to content in preview area Must be mobile friendly!
25 Six steps to Fit, Fascinating and Fashionable s Be Fashionable: 6. Writing is tight Short paragraphs introducing link to additional information Length: 2 screens
26 My Action Plan: I will spend 90 minutes reviewing, critiquing my s on a monthly or quarterly basis using these six suggestions.
27
28 Thank You! Feedback and conversations always welcome! Joe Cell: (636) SUBSCRIBE to our e-newsletter, The Strategic Communicator: tinyurl.com/joes-
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