newsletter nsights
TRANSCRIPT
Newsletters
for
Associations
Newsletters
for
Associations
Good,
Bad,
Ugly,
BETTER
May
21,
2010 Melynn SightMelynn Sight
PresidentPresidentMelynn SightMelynn Sight
PresidentPresident
Association Newsletters nSightsAssociation Newsletters nSights““Wastebasket Avoidance”Wastebasket Avoidance”
Fine Tune or MakeoverFine Tune or Makeover
1. Be reader centered
2. Fast read
3. Easy on the eyes
3
AgendaAgenda
1. Focus on your reader (benefit to them)
2. Make it a fast read
3. Make it easy on the eyes
4. When to send it
5. Examples
1. Focus on Your Reader1. Focus on Your Reader
Relevant Conversational Service-centric
2. Make It a Fast Read2. Make It a Fast Read
1-3 items for average readers, up to 5 items for highly engaged members
Don’t make them scroll (no more than one time)- Create a Table of contents or
headlines that are all visible above the line
Can You Segment?Can You Segment?
Tenure of your member Interests/Programs Age
Newbies Fence-Sitters Old Pros
Teaser or the Whole Article?
Teaser or the Whole Article?
Either approach is fine, unless it breaks the scrolling rule – my preference is teasers.
A fast read is the goal
Focus on Your “Micro Content”
Focus on Your “Micro Content”
The little things are important: “Subject” line “From” line Subheadings Bolded text Calls to action Linked text
“Five times as many people read the headline as the body copy. When you’ve written your
headline, you’ve spent 80 cents of your dollar.”
David Ogilvy, “the father of advertising”
3. Is It Easy on the Eyes?3. Is It Easy on the Eyes?
Clear, concise and simple is the goal Dark text on light colors Use images to break up text Has to read okay with no images
1. Focus on sentence structure.
No > than 14 words (average) No > than 5 characters (average) No > than 2 sentences per paragraph
that will make for easy reading
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Write for the reader
Lead with the Benefit
No > than 14 words (average)
No > than 5 characters (average)
No > than 2 sentences per paragraph
1. Focus on sentence structure.
2. Limit colors.
that will make for easy reading
1. Focus on sentence structure.
2. Limit colors.
3. Avoid or limit scrolling.
If you can’t link to a longer article, cut down what you say.
that will make for easy reading
1. Focus on sentence structure.
2. Limit colors.
3. Avoid or limit scrolling.
4. Call to action? Limit your articles.
that will make for easy reading
Examples of Calls to Action
Examples of Calls to Action
Read more Learn more Register Volunteer Sign up Donate
1. Focus on sentence structure.
2. Limit colors.
3. Avoid or limit scrolling.
4. Call to action? Limit your articles.
5. Websites and newsletters are not the same.
Website – for looking around Newsletter – for reading
that will make for easy reading
1. Focus on sentence structure.
2. Limit colors.
3. Avoid or limit scrolling.
4. Call to action? Limit your articles.
5. Websites and newsletters are not the same.
ExamplesExamples Screen captures when
received in gmail with images turned off
What your member sees without any scrolling (the most important part...the top!)
Focus on “hot spots” Reader-centered Fast read Easy on the eyes
Association ExamplesAssociation Examples What one thing would you
change to give this newsletter a makeover
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Before we go further...
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IL Chiro Newsletter
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Best Time to Send a Newsletter
Best Time to Send a Newsletter
11am - 3pm Tuesday to Thursday)(Constant Contact)
6:30am weekdays(Dr. Frank Luntz “What Americans really want...Really”)
If your information is relevant, members know who it’s coming from, it really doesn’t matter
Fine Tune or MakeoverFine Tune or Makeover
1. Be reader centered
2. Fast read
3. Easy on the eyes
What Will You Work on?What Will You Work on?
“The basics are what most organizations are missing. Obsessing about this is far
more effective than managing the latest fad.”
Seth Godin
[email protected] MARKETINGnSights.blogspot.com