Keys to a Successful eNewsletter Program

Presented byCheryl Mattson

Mystic SeaportThe Museum of America and the Sea

May 17, 2010

Keys to a Successful eNewsletter Program

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The Plan• Goal (s)

– Cultivation and Retention– Events– Donate/Join– Visit

• Audience– Segmentation and Sub-groups

• Member vs. non-member• New member• Geographic• Family

– May look different than offline member group– What are the key interests of opt-ins

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The Plan - cont• Messaging

– Long range plan for the year• Holidays• Key events• Exhibit openings

– Editorial calendar for next two to three issues– Decide on tone/style

• Frequency– Consistency is key– Weekly, monthly– Manpower

• Plan for gathering emails (opt-ins)– Website (tell them what they will receive)– Membership renewals, events

• Software– Template Services

• Constant Contact• iContact

– Good list management software– eCRM software

• Convio– In-house

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Design• Keep it simple

– Easier for reader– Easier for editor

• The Look– Brand consistent

• logo, color, fonts, compatible with main website’s look and feel– Ready made templates– Limit number of fonts– Limit copy with links to main site

• Key components– Subject Line

• Tell us what's inside• Be consistent• Change for each issue• Recognizable sender (who)• Watch the length

– email clients and platforms don't display messages consistently – Privacy Policy– Subscribe/Unsubscribe– Forward to a friend– Main site link– Contact information

• Phone numbers,• Snail mail address

– LogoMay 17, 2010 Mystic Seaport Museum 5

Design -cont• Content

– Key sections, columns– Calendar of upcoming events– Soft feature – human interest– Text is easy to scan – use headlines, subheads, short text– Any Special languages?– Style/tone of contributors– Conditionalize

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Design -Cont• Layout

– Design with email reading habits• Eye tracking heat maps

– Most important above the fold– Use sectioning – lines, blocks, colors, what’s in this issue, headlines– Constant among issues

• Standing columns• Important dates

– Flexible length – Printable

• Links– Use opportunity to link to other areas of interest in the copy– Set links to open in a separate window browser– Test the links– Link text – “Read more…” vs. “Click here…”

• Facilitate action– Join, Donate, Volunteer

• Refresh• Conditionailize

– Outlook 2007 Optimization• Remember images require user to click to view – use copy also• Forms may not work – better to link to web site (also for flash and animation)

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Sample

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Branding

Feature ColumnAbove the Fold

Sections

Titles

Hyperlinks

Fresh Look

Implementation• Frequency

– Vacations– Let internal departments know schedule– Last minute adds

• Proof– Read standing up and out loud– Reviewer list

• Consistent group with primary assignments (links, dates, pricings, editing, content)• Key special project managers

• Resources– BOOK TIME!– Images (free: paint.net)– Copy – web, word docs., new

• Grow list– Gather emails (opt-ins)

• What are their key interests• Website, membership renewals, events

– Welcome eNewsletter• What they will receive and how to manage (opt-out of account)

• Send– Right format for reader – html or text– Email feedback and responses

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Review/Evaluate• What is good?

– Jupiter Research Survey found:• 88% deliverability• 20% Open rate• 9.5% click-through rate• 1.1% conversion rate

• Open Rate – 1st time, holidays

• Click through rate– Hyperlinks are key to drilling down to interests

• Email feedback– Good – bad?– Listen

• Unsubscribe– Monitor

• Testing– A/B testing of messages

• Ongoing questions– Have key interests changed?– Do click through links show certain areas of interest?– Do some groups view email differently?

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eMail Response Results Open Rate by Interest Group

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eMail Response Results Open Rate by eNewsletter

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eMail Response Results Open Rate by Membership Status

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eMail Response Results Summary

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eMail Response Results - Key Clickthroughs

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Top links: 382Our lady in the Village 546

Coastal Gourmet Menu 226

Morgan Restoration 706 Latitude 41

183 Greece Trip 405Morgan Restoration 166

Museum Purchase Award 221 Steve White

141Bus Trip to New York 203

Bus Trip to Maine 130 Greece Trip 188 Greece Trip

118 Chantey Blast 181 Canal Exhibit 125 Futtock 97 Milling Video

169 Greece Trip 99Maine trip/ Shipwrights 86

Laser Scanning Video

January 2010 February 2010 March 2010 April 2010

Summary• Surveying helps to conditionize

– Give them what they want

• Use eNewsletter to help each reach goals – drive results

• Use links to inform future eNewsletters, events and programs

• THANK YOU!

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