email newsletters - what works, what doesn't

agency.nd.eduEmail Newsletters Slide 1

Email NewslettersWhat works, what doesn’t, and what you have to figure out for yourself.


Email is not PrintPrint Email

$$$$$ $

Tactile: format and texture

Digital, consume how you like

A bird in the hand… Out of inbox, out of mind

Send and wait Instant Measurement

Best guess on ROI Google Analytics


Email has its own style• Much like web– Scan and skim– Short and sweet

• Drive to your website• Provide value – make people want to open

your emails


Strategy – Why?• Who is your audience?• What do you want them to do?• How often will you send?• What kind of content?• Where will it come from?


Obama Email• Targeted• Short, sweet• Focused topic/

action


McCain Email• Too long• Too broad• Too much going on


Rules• CAN-SPAM Act– Opt-in is best– Opt-out is a requirement– Avoid deceptive subject lines

• Use a 3rd party email service provider– Don’t use Outlook/Entourage to send your mail or

you’ll end up blocked and banned– You need measurement


Subscriber Management• Subscribe button or form on your website• Promote subscription offline• Listserv use


Design Options• Existing templates• Clear ND and department branding


Campaign Monitor - Measurement


Measurement Options


Google Analytics• Track how/what users are doing on your site

once they come in from an email newsletter• Even measure conversions/ROI


It’s the ContentThere are a lot of newsletters, and you get a lot

of emails

What makes you open a newsletter and read?

Content is king – it’s why you even bother reading these things.

email newsletters - what works, what doesn't

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