How to Publish an eNewsletter That Pays You Back

Leslie O’Flahavan, E-WRITE@LeslieOYWCA BostonJuly 8, 2013

Thanks for the opportunity to present this webinar!

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How today’s webinar will work

• From 2 – 4:30 pm

• Discussion and activities

• Webinar home page at bit.ly/1d9ESLi

• Download accompanying handouts

• Questions – ask at any time

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“You owe me…”

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Today’s topics1. Why to keep publishing an e-newsletter

2. How to develop an e-newsletter content formula that supports your brand and business goals

3. How to set an appropriate tone in your writing

4. How to write a must-open subject line

5. How to archive back issues of your newsletter

6. Review of sample e-newsletters

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Part 1: Why to keep publishing an e-newsletter

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Why do you (still) publish an e-newsletter?

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Scary newsletter factoid

Most users fail to unsubscribe even when they don’t want to receive or aren’t reading the newsletter.

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Even scarier…

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Reasons to keep publishing an e-newsletter

1. In some cases, you don’t have to acquire subscribers; they’re given to you.

2. The workplace inbox may be the last workplace-only communication channel.

3. E-newsletter content is versatile. It works as a publication, as web content, and in social media.

4. It’s easy to plan.

5. It meets the needs and expectations of the print-to-web generation.

6. It helps prevent you from sending too many separate e-mails

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Part 2: How to develop an e-newsletter content formula that supports your brand and business goals

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Develop a content formula: 5 types of content you know your subscribers want

• Write content that matches your subscribers’ expectations and needs

• Offer five content “departments”– Easy to understand what each content

department offers– Easy to recognize when scanning

• Keep word count consistent

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Content formula for OJJDP News

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Content formula for GovLoop Daily Awesome

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What’s the content formula?

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What’s the content formula?

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What types of content would support the YW Boston brand?

(Brand and Pitch Presentation, 3-12-13)

YW Boston: BrandIs not:• About history• Fists in the air• “Feminism”• “Racial Justice”• “Class”• “Oppression”• A woman’s-only organization• “In Your Face”• Activist• Flowery• Disease-focused• Talk, introspection

Is :•The active present and future•The open hand/ arms•Gender Equity•Racial Equity•Social Equity•Privilege•An organization for all•Measured•Facilitator•Educator, Mobilizer•Evidence-focused•Asset-Focused•Understanding and Action© 2013 E-WRITE 18

Activity: Propose a content formula for your newsletter• Work with a partner

• Choose five content types that support your brand and align with business goals

• Think about whether your team will be able to reuse those content types

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Which is the best reason to have a content formula?

a. Readers can rely on, and look forward to, types of content

b. Is easier to develop an editorial calendar

c. It’s easier to explain to content contributors why you need (or won’t publish) a type of content

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What your e-newsletter must offer to compete with your

Facebook page

Depth

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Good looks

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Predictability

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Part 3: How to set an appropriate tone in your writing

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Who are you to your subscribers?Who should you be?

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Use a tone that matches the purpose of your e-newsletter

Who are you to your subscribers?

• Friend

• Colleague

• Reporter

• Expert

• Helper

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How does the tone match the purpose?

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How does the tone match the purpose?

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How does the tone match the purpose?

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Activity: Discuss the tone of your newsletter

1. Who are you to your subscribers?

2. Which words give the article its tone?

3. Does the tone of the writing help the reader care about your content?

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Part 4: How to write a must-open subject line

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Write a must-open subject line

1. GSA Steps Newsletter, Issue No. 222. The Mel King Institute: August 2011 Newsletter3. [WordBiz] 5 easy tips to create landing pages

that convert; quick definition of podcasting4. eLink #162: Tax tips and calculators, finding

cheaper services, free downloads, and more!5. MHSA eNews: Summer Rooftop Reception,

Solutions Database and Budget Update6. May PowerLines Newsletter

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Anatomy of a subject line

• Newsletter name

• Newsletter date and volume number

• Publisher’s name

• Newsletter topic(s)

Open rate by subject line length

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Activity: Write or revise a subject line for this newsletter

conta.cc/1d9QrCe

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How publishing your e-newsletter more frequently could make your job easier

With opt-in e-newsletters, more frequent sending cleans the list

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If you publish a shorter e-newsletter more frequently, you may save time on …

• Story “harvesting”• Production tasks such as photo finding, copy

editing, proofreading, and link checking

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If you publish a shorter e-newsletter more frequently, you may gain…

• Support and interest• Relevance• Subscribers

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Part 5: How to archive your e-newsletter

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Why to archive newsletters

• Archiving is a typical publishing task• Elements of your e-newsletter age at

different rates• Archived e-newsletters add heft to your

web site and build your reputation• More content means more attention from

search engines

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Comprehensive ≠ Useful

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A fuller archive: CDC Connections E-newsletter

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Newsletter archive example

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How to archive your newsletter at your site

• Back issues listed by date only - NO

• Back issues listed by date plus brief table of contents - YES

• Back issues listed by date, detailed table of contents, blurbs - YES

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How long to archive back issues?

• E-newsletter format must still be usable and must enhance content

• E-newsletter content must be current

• You must have proof that users want the archived content

• You must provide more description than just the date of the back issues

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This kind of archive isn’t helping anyone very much

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Archive - YWCA of Greater Cleveland

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Archive - YWCA of Bergen County

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Part 6: Review of sample e-newsletters

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Activity: review staff newsletter picks1. Why do you like this newsletter?

2. How is it different from your own newsletter?

3. What lessons can it offer YWCA Boston?

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Wrap-up: Plan next steps

What should your team do to improve your newsletter?

•This month

•By the end of the summer

•By the end of the year

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Questions? Comments?

Contact info:

Leslie O’Flahavan, E-WRITE

Leslie@ewriteonline.com

301-989-9583

www.ewriteonline.com

@LeslieO

www.linkedin.com/in/leslieoflahavan

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Resources• Best Practices for Developing Effective E-Newsletter Content

http://www.washington.edu/marketing/files/2012/10/ContentGuide.pdf

• E-newsletter Guidelines

http://www.kumc.edu/communications/e-newsletter-guidelines.html

•Resource list: E-Mail Newsletter Best Practices

https://ccit.college.columbia.edu/webguide/email?destination=node%2F446

•Worst Practices: Email Newsletters – University of Florida

http://www.markcregan.com/worst-practices-email-newsletters-university-of-florida/

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