7 Strategies for Creating E-Newsletters that Get Results Presented by Julie Perrine, CAP-OM, MBTI Certified Founder & CEO of All Things Admin
What You ll Learn Today The Anatomy of an Effective E-Newsletter E-Newsletter Content Creation E-Newsletter Design Elements Distribution Channels for E-Newsletters Collecting Subscriber Emails The ROI of E-Newsletters How to Make Your E-Newsletter a Must-Read Mistakes to Avoid
The Anatomy of an Effective E-Newsletter
The Anatomy of an Effective E-Newsletter A catchy subject line: This is your in with readers. Ask yourself, Would I open this?
Subject Lines Simple, to the point Descriptive Personalize with first and last name Avoid: free, help, percent off, reminder Capitalize 50 characters or less Don t sell what s inside. Tell what s inside. MailChimp.com
The Anatomy of an Effective Make it personal E-Newsletter
The Anatomy of an Effective Dynamic content E-Newsletter
The Anatomy of an Effective E-newsletter The Banner / Masthead
The Anatomy of an Effective Contact information E-Newsletter Opt-out option
E-Newsletter Content Creation Online In person
E-Newsletter Content Creation Types of content to consider: Articles Photos and images Charts and graphs Bulleted lists Hyperlinks
E-Newsletter Content Creation Infographics
E-Newsletter Content Creation Guidelines for creating e-newsletter content: Keep it short and concise Keep it relevant Keep it PG Keep it balanced Create a strong call to action
E-Newsletter Design Elements Select a format: Plain text Straight text email No text formatting No photos Just words HTML Most common Can format text (e.g. italics, bold) Can display images and photos
HTML vs. Plain Text
E-Newsletter Design Elements Design Best Practices Keep it simple Header Content Footer Marketing elements Upcoming events Products / services Testimonials Header Content Footer
E-Newsletter Design Elements Think mobile friendly Email width: 320-550 px Single column format Use bigger fonts Increase line spacing, button sizes, white space Create tappable calls to action Link your graphics Use image alt tags
E-Newsletter Design Elements Follow CAN-SPAM rules Think left
E-Newsletter Design Elements Avoid image-text layering Don t layer text over background images Most email clients don t support background images Go vertical Ideal email width is between 500 and 650 pixels
E-newsletter Design Elements www.emailmonks.com/checklist
Distribution Channels for E-Newsletters Email directly from an email client Outlook Yahoo, Gmail, etc. Utilizing an online e-marketing platform Mail Chimp 1ShoppingCart Constant Contact aweber
Collecting Subscriber Emails Opt-in Box Free Downloads Subscribe to Our Newsletter Box
Collecting Subscriber Emails Put sign-up info on print materials Pop-up window on website Feature it on social media
The ROI of E-Newsletters Provides a consistent touch point Cost-effective
The ROI of E-Newsletters Measurable results Boosts credibility and trust
The ROI of E-Newsletters Demonstrate your talents Communication skills Organization skills Industry knowledge Show initiative Develop new skills Designing Writing Editing Tech and web savvy
Make Your E-Newsletter a Must-Read Make subscribers feel like insiders Special announcements Discounts Incentives Ask for feedback Take a survey
Make Your E-Newsletter a Must-Read Track metrics Open rates Click through rates Bounce rates Sales
Make Your E-Newsletter a Must-Read Employee / Company Newsletter Ideas Educate on company events or supplier visits Educate on products/services Spotlight a department or employee Do surveys to get ideas Little known facts Educate on proper use of company brand/logo
Make Your E-Newsletter a Must-Read Employee / Company Newsletter Ideas I.T. or computer tips and tricks Charity events or volunteer opportunities Ask employees to submit stories Feature job openings HR open enrollment periods Lunch n Learns Training event
Common E-Newsletter Mistakes Not changing the subject line each time Not proofing it thoroughly Not sending a TEST to yourself first Not testing ALL hyperlinks Not testing it on a mobile device Not having links open a new browser window Not testing new layouts and strategies Sending too frequently (more than once a week) Sending newsletters on the weekend Sending newsletters on holidays
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7 Strategies for Creating E-Newsletters that Get Results Presented by Julie Perrine, CAP-OM, MBTI Certified Founder & CEO of All Things Admin