1. eNewsletters: A Primer

2. E-Newsletters Newsletters are very important to a business Must do all aspects of the Newsletter well: list, marketing, content, subject line, etc.

3. Major Processes Subscribe Delivery and Open Action/Interaction 2 Supporting Processes Technology and Infrastructure Measure and Improve

4. Subscribe Site Promotion Use newsletters to drive people to your site Optimize Titles on Site Pay-Per-Click Programs

5. Subscription One-Step Subscription: Make it Simple Fill in E-mail Your Name Your Company Name Submit Button Privacy Policy Two-Step Subscription: Usually Large Corp. A Link on every page of site to sign up for the newsletter 1 st Step: Click on link 2 nd Step: Fill out form

6. Types of Subscription Opt-in One puts in his/her own information in the subscription box. Double Opt-in One signs up for it and an e-mail is sent to confirm and one has to take action saying he/she did signed up. Confirmed Opt-out (spam) One didn’t initially sign up and must unsubscribe if one does not want to receive it. Confirmed Opt-in One signs up for it and an e-mail is sent to confirm with a message like, “If you have received this message in error please click here.” No action needs to be made if one wants to receive the newsletter.

7. To Expand List “Forward to a Friend” Can be done one of three ways: Can be done one of three ways: Text Link In-Line Form Button

8. Manage Subscription Don’t be Afraid to Give Subscriber Options: Unsubscribe Change E-mail Receive Text Version Privacy Pledge Can be done by either Text Links or Navigation Button

9. Subscription Review Sell the newsletter on the site Drive people to it with SEM Make it easy to sign up Opt-in Strategy – use what works for you Encourage “Forward to Friend” Make it easy to change info. – 32% of people change their e-mail address in a year

10. Delivery and Open List Hygiene- make a clean list, make sure you have correct info. Bounce Management- when you send out the newsletter and it comes back; two types: soft (full in-box) and hard (not a legitimate e-mail address) ISP Filters- determines whether a message goes to the in-box or the junk mail folder; uses a point system to determine by looking at the volume of mail coming in, words, colors, graphics, etc. Blacklists- everyone that sends an e-mail is on a blacklist somewhere, some are important others are not Recipient Filters- filters once in the in-box ECOA- E-mail Change of Address

11. Time and Day of Delivery 4 common rules to follow of when to send the Newsletter Rule 1: Tuesday – Thursday Rule 2: Morning Rule 3: Consistency beats rules 1 & 2 Rule 4: Test, use whatever works best Rules 1 & 2 are mostly used for monthly newsletters

12. How do you get them to Open the message/newsletter? “From” line is Key: point of this is to make sure it isn’t deleted; it should be: RecognizedTrustedPersonalizedSimple Coordinated with subject line “Subject” line Drives the open: has to be compelling, like a headline in a newspaper

13. Subject Lines Bad: On Career Journal Today SE Update #125 DM News- iMarketing News Daily for Thursday, May 9, 2002 Loop News 6/27/2002 Good: A new way to get Outlook access almost anywhere (ANCHORDESK) Designing a Sticky Web- site- Good or Bad? ZDNET CRM: Worst Practices in Customer Privacy Management

14. Format Do you send “text” or “html” version? Comes down to 2 questions What e-mail client do people have? What is their preference? Mime approach: send both versions to allow all to read

15. Message Design and Format Above the Fold/Design Put the Company logo/name on top Personalize the message: Dear Lauren, Make it come from a person (human element) Format Types Text Full Article Teasers- a couple sentences of an article, have to go to your website to read the rest Combo- about 2 paragraphs of an article, have to go to your website to read the rest

16. Traits of Your Newsletter Personality/Dialogue Integrate/Navigate- drive people to where you want to send them, use as many links as you want Context Interaction- refer to other articles, charts, graphs, etc. in current newsletter, back issues Inline Marketing- links for tip guides, back issues, different version of the same issues, etc.

17. Technology/Infrastructure Software/ASPs- provide info. about visitor actions on your website List Management- cleaning your list Copywriter/EditorDesigner/ProgrammerWebmasterMarketer

18. Measuring Your Newsletter’s Effectiveness Using a Metrics track: SentBouncesDelivered Unique Opens Open Rate- want 40-60% Unique Click Through CTR Rate Forward to Friend Unsubscribe Other Actions

19. To Improve Your Newsletter Plan- establish goals Test- metrics, improvement Ask- subscribers, others Tweak- try different things to determine what works best for you Borrow- look at other newsletters Measure

20. Summary Make it easy to subscribe Promote, promote, promote Grow and manage your list Give them what they want Make it relevant- content, info. PersonalizeStimulate Measure, test and improve CONTINUOUSLY