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WEEKLY OFFICE HOURS
We will begin momentarily, say hi in the chat pane!
TURN ON AUDIO OR DIAL IN
How To Create An Email Newsletter That Doesn’t Suck
Participation
Type your questions into the chat pane and we’ll address them as we go or at the end of the presentation.
Ask Us a Question!
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Today’s Agenda How to build and segment your list The key components of a newsletter What NOT to do in your email newsletters How to monetize your efforts
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Why Do We Do Email Newsletters In The First Place?
Just Another Distribution Channel
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Audience Development(a.k.a. list building)
Business Basics Page (In Print) Strong CTA Tell Them What They Get Tell Them How Frequently They’ll
Get It Do It In Every Issue!
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Audience Development (Con.)
Add a subscribe form at the bottom of every article and event Make It Simple Strong CTA
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Audience Development (Con.)
Create a page on your site for people to signup and set/update their preferences Tell Them What They’ll Get &
How Frequently Provide Full Options Include An Unsubscribe
Link/Preferences Link
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Audience Development (Con.)
Run a social promotion to collect opt-ins Include permission box Follow up with thank you
email/offer Can also ask them to follow on FB Subscribe to magazine Etc.
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”
SegmentationOne list to rule them all…
But use groups to segment users…
Sending people only what they want will reduce unsubscribes…
Give them a choice!
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The average subscriber email address can expect an average 31% churn rate; in other words, 31% of email subscriber addresses will be lost during a single year.
- iContact
Key Components Subject Line/Preview
A/B Test Logo/Header
Link It Feature – Social
Promotion, Top Story, Business Spotlight, Your Latest Issue, Featured Event, Etc.
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Key Components (Con.) Top Stories
Drives Traffic - Pick stories that are already performing well but feel free to experiment with titles of under performing articles as well.
Advertising Banners Native
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Key Components (Con.) Upcoming Events (Three To
See/Editor’s Picks) Highlights Calendar Always include a view more button
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What NOT To Do BCC instead of using an email provider Use all images (or one large image) and no text Put entire article or event in the newsletter
instead of linking back to your site Leave default text (especially in preview) Skip testing Send inconsistently
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A Few Other Tips To Avoid Spam Filters
When it comes to subject lines, boring works best. When you write your subject line, don’t sell what’s inside—tell what's inside.
Avoid using spammy keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!!
Make sure your “From” and “Subject” lines contain your company name, so your subscribers will instantly recognize you.
Be a real person (not a corporation)
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Source: MailChimp
Monetizing Email Banner Ads Exclusive Blasts Advertorials/Paid Placements Listings (Business Spotlight) Events (Featured Events)
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Helping You Reach Your Goals
Ask us how these programs can grow your business
We make it easier for you to do yourself: Community Content Engine (Tech) Training, Support and Resources A La Carte Fulfillment Services Additional Revenue Opportunities
Standard Membership
We do everything for you: Web Editor Community Manager Revenue Specialist
Publisher Concierge