Send Your Message to the Masses
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- Nelson McKinney
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1 + Send Your Message to the Masses WELCOME! Enter your name in the chat window for attendance Getting Started with Newsletters Emily Pitts Ennis, CAES OIT + newsletter overview This session will cover: n E-newsletter basics n Selecting an e-newsletter service n Working with subscription lists n Create an marketing plan n Designing your newsletter template 1
2 NewsletterPacket NewsletterChecklist Newsletters - DIY Guide Gettingstarted: Makingithappen: 1.Establishafre Chimpaccount: 1.Createyourfirstcampaign:! TermsandConditions! Assignasubscriptionlist! AcceptableUsePolicy! Setupbasicinfo! PrivacyPolicy! Choosetemplate! Setupinitialaccountinfo! Customizeheader! Hide/showpertinentinfo 2.Createan marketingplan:! Addandformatcontent! Defineyourreaders! Previewonline! Determineyourcontent! Previewinmultiple programs,! Determineyoursending devices,and addresses frequencyandgoals! Proofcontent! Makeaschedule! Send! Setuparchivefolder 3.Subscriptionlists:! Addarchivecodetowebsite! Createyoursubscriptionlist! Promote! Import addresses(ifestablished)! Setupasign1upform 2.Evaluatecampaigns! Publishyoursign1upform! Monitoropenandclickrates! Invitepeopletosign1up! Monitorbounces,unsubscribesand! Establishsegmentsasneeded complaints! Evaluatetimesofdayopened 4.Designyourtemplate:! Evaluatepatternsovertime! ImporttheUGAExtensiontemplate (peaksandvalleys)! Customizecolorsandfonts! Adjustcampaignsasnecessary! Includecontentthatisreused! Finalizedesignincampaigneditor 3.Createcampaignsinaseries:! Replicatepreviouscampaign! Updatecampaignname! Updatesubjectline! Updatesubjectfortwitter/facebook! Addandformatnewcontent! Previewonline! Previewinmultiple programs, devices,and addresses! Proofcontent! Send! Addtoarchivefolder! Promote ECP18/14/14 1 E-Newsletter basics 2
3 + Basic definitions n Bulk * n SPAM n Blacklisted n Subscription list n newsletter service n HTML * n Campaign n client n Permission-based + HTML Why do it? n Visually appealing n Focus attention n Direct action n Professional n Include your logo n Include pictures n Message straight to user s inbox n No additional software n No attachments necessary n Link to more info or include it all in the message 3
4 + HTML ... Why so hard? n client n Device n Format n HTML + Bulk , when should I n Use CC? n Use BCC? n Use a listserv? n Use an newsletter service? 4
5 + works like this Ideally. Your Message Your Server Recipient s Server Recipient s Inbox + Bulk Why so hard? SPAM TRASH RETURN TO SENDER JUNK 5
6 + Problem #1: Message never sent SPAM!! Your Message Your Server Recipient s Server Recipient s Inbox + Problem #2: Message blocked SPAM!! Your Message Your Server Recipient s Server Recipient s Inbox 6
7 + Problem #3: Straight to junk mail SPAM! JUNK! Your Message Your Server Recipient s Server Recipient s Trash or Junk Mail Folder + Problem #4: Return to sender BAD ADDRESS! FULL INBOX! Your Message Your Server Recipient s Server Recipient s Inbox 7
8 + n Distribute messages n Embed technical requirements How can an e-newsletter service help? n Be reputable n Monitor SPAM complaints n Re-send bounced messages n Clean-up bad addresses n Track interactions Selecting an e-newsletter service 8
9 + E-Newsletter service n Permission-based tool for mass ing n Subscriber management n Unsubscribes, deletes, edits n Segmentation n Profile information n History of interaction n Campaign creation tools n Tracking success and monitoring problems + n There are so many to choose from! Which service should I use? 9
10 2/20/15 Recommended: MailChimp at + MailChimp account resources Check out the MailChimp website for more information on: n Accounts and price plans - n Terms and conditions - n Basic overview of features - n Resources
11 Mailchimp Knowledge Base Newsletters - DIY Guide 11
12 + Extension Template n Adjust colors n Create banner n Adjust typography n UGA Extension brand n MailChimp stamp n EEO statement Working with subscription lists 12
13 + What s in a subscription list? n List name n Your contact info n Permission reminder n Per subscriber n Basic info: address n Additional info: first and last name n Detailed information: birthday, address, phone, etc. n Interest groups: ANR, 4-H, FACS, special events, specific topics, etc. n Sign-up forms + How do new subscribers get added? n Via web form n Subscriber adds self n You subscribe individual n Double opt-in n Import list of individuals n From written sign-up form n From migrated listserv n As a text document n As an excel spreadsheet 13
14 + Working with subscription lists You must have permission for every single address that you enter or import into your list. + Recruiting subscribers n Link to sign-up forms n On your website n From Facebook page n In signature n In targeted messages n Sign-up sheet at office/event n Invitation over the phone 14
15 + Build relationships n Use transparent language n Use addresses only as explicitly written at sign-up CONSIDER: share a message for other people ask other sources to plug your newsletter DON T EVER: share addresses with other people or lists pick up addresses from other sources + Maintain relationships n Be clear about why they are receiving your message n Introduce yourself in your campaign n Reintroduce yourself if a lot of time has passed between campaigns n Allow subscribers to change their preferences n Always allow people to unsubscribe 15
16 + Tips for migrating lists n Did these people agree to hear from you via ? About this subject? For this purpose? n How old is your list? n Will they remember you? n Will the addresses bounce? Be blocked? n Clean it up! Look for: n Old addresses n Mistyped addresses n Generic addresses n Duplicates sometimes okay (be wary if different names on same address though!) + First contact to migrated list How should you contact them? 1. If they agreed to receive your newsletter: send your message from new subscription list. 2. If they are office contacts or very old addresses: send a regular message with a link to sign-up, use BCC 16
17 + First contact to migrated list What should your message say? Re-introduce yourself and your newsletter n New newsletter format! n What and why n Method to unsubscribe n Link to update subscription info + Can I subscribe a listserv? No, not the listserv address. n Against MailChimp terms of service n One person s actions from a listserv affects everyone on the listserv n Change of address n Unsubscribe n SPAM (100% sure way to be blacklisted) 17
18 + Can I subscribe my listserv? No, BUT you can migrate your subscribers 1. Download the entire list of your subscribers. 2. Import addresses into your new subscription list. 3. Use MailChimp to manage future subscribes/unsubscribes. 4. Shutdown old listserv. Good idea for your listserv? n Yes, if your listserv is only for announcements n No, if your listserv is for 2-way communication + Can I subscribe the entire organization? No. n Subscribing listserv addresses is not allowed. n addresses are not easily compiled and maintained. Do: n Recruit subscribers from faculty and staff listservs. 18
19 + How do I recruit listserv subscribers? n Send occasional message asking people to sign up (monthly, seasonal). n Include what the newsletter does, why they should get it, how to subscribe. n Send teaser with issue information. n Include a link to the sign-up form. n Include a link to sample newsletter (do not forward actual newsletter). Create an marketing plan 19
20 + 1. Define your readers n Who are your existing subscribers? n Who is your target audience? n How will you find them? n What will they want to read? + 2. Determine your content n What kinds of content? n How many articles or items? n What content are you already creating? Can it be reused? n Exclusive content for subscribers? n How will you include it? n Who will write your content? n What tone do you want to establish? 20
21 + 3. Determine your sending frequency and goals n How often will you send? n What day will you send? n What time of day will you send? n What do you want to accomplish? n How will you measure your goals? + 4. Make a schedule n Day 1: Jot down content topics, art ideas, basics for your upcoming newsletter. n Day 2: Write out what you'd like to say about each topic, pull photos or art into a folder. n Day 3: Log in to MailChimp and create your campaign. Proofread for errors and grammar. Send a test campaign to yourself and at least one co-worker. n Day 4: Send your campaign. 21
22 + n subject n Required information n Section headings Establish standards n Articles n Primary goals n Links n Images + subject Inviting s = more opens n Recognized sender n Personalized to line n Subject n Call to action n Preview of content n Relevant n No spammy language 22
23 + Required info per campaign n Mandatory: n List description n Unsubscribe options n Contact information n Optional: n Newsletter Volume and Issue numbers n Date + Sections, articles and voice n Most important article first n Sections: like with like n Subject-related (i.e. program areas) n Action-related (i.e. event calendar) n Formula for your layout n Article placement n Newsletter info placement n Features n Standard approach n Link out to articles? n Include all content? 23
24 + Primary goals and links Clear actions = more clicks n Make it easy to pick out actions n Keep an eye on how many links you include n Monitor which ones are clicked, ignored, etc. n Standard links to: your site, your facebook page, etc. + Images n Image visibility n Most s will be delivered with images OFF n Images MUST have alternative text n Once open, rely on text (not images) to convey message n Placement with every article? sidebar? n Consistency size, shape, style n Reuse banner, section, etc. 24
25 What now? NewsletterPacket NewsletterChecklist Newsletters - DIY Guide Gettingstarted: Makingithappen: 1.Establishafre Chimpaccount: 1.Createyourfirstcampaign:! TermsandConditions! Assignasubscriptionlist! AcceptableUsePolicy! Setupbasicinfo! PrivacyPolicy! Choosetemplate! Setupinitialaccountinfo! Customizeheader! Hide/showpertinentinfo 2.Createan marketingplan:! Addandformatcontent! Defineyourreaders! Previewonline! Determineyourcontent! Previewinmultiple programs,! Determineyoursending devices,and addresses frequencyandgoals! Proofcontent! Makeaschedule! Send! Setuparchivefolder 3.Subscriptionlists:! Addarchivecodetowebsite! Createyoursubscriptionlist! Promote! Import addresses(ifestablished)! Setupasign1upform 2.Evaluatecampaigns! Publishyoursign1upform! Monitoropenandclickrates! Invitepeopletosign1up! Monitorbounces,unsubscribesand! Establishsegmentsasneeded complaints! Evaluatetimesofdayopened 4.Designyourtemplate:! Evaluatepatternsovertime! ImporttheUGAExtensiontemplate (peaksandvalleys)! Customizecolorsandfonts! Adjustcampaignsasnecessary! Includecontentthatisreused! Finalizedesignincampaigneditor 3.Createcampaignsinaseries:! Replicatepreviouscampaign! Updatecampaignname! Updatesubjectline! Updatesubjectfortwitter/facebook! Addandformatnewcontent! Previewonline! Previewinmultiple programs, devices,and addresses! Proofcontent! Send! Addtoarchivefolder! Promote 25
26 + Next session: 1. Establish a MailChimp account 2. Create a subscription list 3. Import a template 4. Modify the template 5. Set up a campaign 6. Add content February 16, 10AM Using MailChimp to Create Extension-branded Newsletters. 7. Use preview tools 8. Examine campaign reports + updates from a blog? n Establish a blog and write your content as blog posts. n Set frequency to send updates to subscribers. n Daily, weekly, monthly n MailChimp sends newsletter only when new content is published. n Content is online for users and also in subscriber s inbox. n Drive traffic to your site. January 27, 10AM Blogging
27 + Blog + newsletter examples: n Walk Georgia: Notes for the Road n Nochaway Ag Update: Agricultural news for Randolph, Calhoun and Terrell counties n Landscape Alert n Zero Weight Gain Holiday Challenge + Visit for more resources and WIMBA archives. See for detailed e-newsletter information. Questions? Emily Pitts Ennis [email protected]
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