speaker's notes for e-newsletter presentation
DESCRIPTION
This is a PDF containing both slides and speaker's notes for the presentation.TRANSCRIPT
![Page 1: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/1.jpg)
e-Newsletter Best Practices
By Landry Butler
![Page 2: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/2.jpg)
Best Practices: Overview
• Respect your audience's time• Keep it simple• Monitor your results
![Page 3: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/3.jpg)
Best Practices: Audience
• Average reader spends 51 sec. reading the average newsletter
• May spend an additional 33 sec. following links• 19% of potential subscribers lost due to usability
difficulties• Users often stay subscribed due to difficult
unsubscribe processes• Some users reported it was easier to use a spam
blocker than to unsubscribe
![Page 4: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/4.jpg)
Best Practices: Deliverability
• Include a prominently placed white list request
• Send newsletter at regular intervals• Send newsletter at an appropriate time
![Page 5: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/5.jpg)
Best Practices: “From” Line
• Easily recognizable• Sender clearly identified• Consistent from issue to issue• Contains both a display and an actual
“from” address– Eg: MyCompany <[email protected]>
![Page 6: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/6.jpg)
Best Practices: Subject Line
• Engaging and benefit-oriented• Features something unique to current issue• Most important information goes first• Avoid “spammy” words
![Page 7: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/7.jpg)
Best Practices: First Screen
• Recognizable logo or company name in prominent place
• Table of contents for each issue• Link to read newsletter online
![Page 8: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/8.jpg)
Best Practices: Content
• Engaging and benefit-oriented• Include engagement tools: surveys, polls,
ways to provide feedback, discussion forums
• 60/40 rule for ads: 60% minimum editorial, 40% maximum ads
• No more than 2-3 printed pages total
![Page 9: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/9.jpg)
Best Practices: Look and Feel
• Engaging and attractive design• Design is consistent with Web site and
landing pages• Images used to enhance content• Should engage reader even if images are
blocked• Easy to skim: short paragraphs, bullet
points and white space
![Page 10: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/10.jpg)
Best Practices: Footer
• One-click unsubscribe link• Link to subscription management page• Postal address for sender• Sender’s copyright notice
![Page 11: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/11.jpg)
Best Practices: Benchmarks
• Deliverable rate• Open rate• Click through rate• Conversion rate
How many valid email addresses received the complete newsletter?
![Page 12: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/12.jpg)
Best Practices: Benchmarks
• Deliverable rate• Open rate• Click through rate• Conversion rate
How many times was the newsletter viewed?
![Page 13: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/13.jpg)
Best Practices: Benchmarks
• Deliverable rate• Open rate• Click through rate• Conversion rate
How many times were links in the newsletter clicked on?
![Page 14: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/14.jpg)
Best Practices: Benchmarks
• Deliverable rate• Open rate• Click through rate• Conversion rate
How many registrations, memberships or other actions were generated by this newsletter?
![Page 15: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/15.jpg)
Best Practices: Benchmarks
• Use dedicated software to track response rates and simplify your life
![Page 16: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/16.jpg)
Best Practices: Summary
• Respect your audience's time• Keep it simple• Monitor your results
![Page 17: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/17.jpg)
Best Practices: References
• E-Newsletter Best Practices
– By Landry Butler
– www.slideshare.net/landrybutler
• E-mail Newsletter Usability
– By Jakob Neilsen
– www.nngroup.com/reports/newsletters/
• Ten Email Design Best Practices
– By Don Nicholas and Jeanne Jennings
– Mequoda Daily
– www.mequodafree.com
• Larry Chase’s 12 Best Practices e-newsletters
– http://www.wdfm.com/email-best-practices.php
![Page 18: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/18.jpg)
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e-Newsletter Best Practices
By Landry Butler
![Page 19: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/19.jpg)
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Best Practices: Overview
• Respect your audience's time• Keep it simple
• Monitor your results
![Page 20: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/20.jpg)
3
Best Practices: Audience
• Average reader spends 51 sec. reading the average newsletter
• May spend an additional 33 sec. following links• 19% of potential subscribers lost due to usability
difficulties• Users often stay subscribed due to difficult
unsubscribe processes• Some users reported it was easier to use a spam
blocker than to unsubscribe
Jakob Neilsen
•Users don’t spend much time reading newsletters. They spend most of their time doing other things.
•Users want their newsletter to “just work”
•Unsubscribing should be easier than setting up a spam filter which may also block legitimate messages
![Page 21: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/21.jpg)
4
Best Practices: Deliverability
• Include a prominently placed white list request
• Send newsletter at regular intervals• Send newsletter at an appropriate time
Delivery
•Give an example of “white listing”
•Users should opt in and “white list” “from” address
•Business newsletters should be delivered during business hours
![Page 22: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/22.jpg)
5
Best Practices: “From” Line
• Easily recognizable• Sender clearly identified
• Consistent from issue to issue• Contains both a display and an actual
“from” address– Eg: MyCompany <[email protected]>
![Page 23: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/23.jpg)
6
Best Practices: Subject Line
• Engaging and benefit-oriented• Features something unique to current issue
• Most important information goes first• Avoid “spammy” words
•what are “spammy” words?
• Russian font to English speaker
• FREE, ORDER NOW
• Anything to do with sex, drugs or money
![Page 24: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/24.jpg)
7
Best Practices: First Screen
• Recognizable logo or company name in prominent place
• Table of contents for each issue• Link to read newsletter online
![Page 25: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/25.jpg)
8
Best Practices: Content
• Engaging and benefit-oriented• Include engagement tools: surveys, polls,
ways to provide feedback, discussion forums
• 60/40 rule for ads: 60% minimum editorial, 40% maximum ads
• No more than 2-3 printed pages total
![Page 26: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/26.jpg)
9
Best Practices: Look and Feel
• Engaging and attractive design• Design is consistent with Web site and
landing pages• Images used to enhance content• Should engage reader even if images are
blocked
• Easy to skim: short paragraphs, bullet points and white space
![Page 27: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/27.jpg)
10
Best Practices: Footer
• One-click unsubscribe link• Link to subscription management page
• Postal address for sender• Sender’s copyright notice
![Page 28: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/28.jpg)
11
Best Practices: Benchmarks
• Deliverable rate• Open rate
• Click through rate• Conversion rate
How many valid email addresses received the complete newsletter?
Develop benchmarks to measure newsletter’s effectiveness in order to know what adjustments to make.
Jupiter Research sample metrics
88% deliverable rate
20% open rate – Tells you how many times the newsletter was viewed (C: iContact’s best clients = 40 %)
9.5% click through rate
1.1% conversion rate
![Page 29: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/29.jpg)
12
Best Practices: Benchmarks
• Deliverable rate• Open rate
• Click through rate• Conversion rate
How many times was the newsletter viewed?
Develop benchmarks in order to know what adjustments to make.
![Page 30: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/30.jpg)
13
Best Practices: Benchmarks
• Deliverable rate• Open rate
• Click through rate• Conversion rate
How many times were links in the newsletter clicked on?
![Page 31: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/31.jpg)
14
Best Practices: Benchmarks
• Deliverable rate• Open rate
• Click through rate• Conversion rate
How many registrations, memberships or other actions were generated by this newsletter?
![Page 32: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/32.jpg)
15
Best Practices: Benchmarks
• Use dedicated software to track response rates and simplify your life
Don't try to do this with Outlook or Gmail. Use the right tool for the job.
There are many commercial and free programs that can help you send and track your newsletter. I've used PHPList and Emma. They both do about the same thing in a lot of ways, but Emma is much easier to use.
MailChimp was suggested in a recent presentation. It is an Emma competitor with a lot more free options.
![Page 33: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/33.jpg)
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Best Practices: Summary
• Respect your audience's time• Keep it simple
• Monitor your results
The End
![Page 34: Speaker's Notes for e-Newsletter Presentation](https://reader034.vdocuments.site/reader034/viewer/2022051818/54b6fd874a7959a5348b456b/html5/thumbnails/34.jpg)
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Best Practices: References
• E-Newsletter Best Practices
– By Landry Butler
– www.slideshare.net/landrybutler
• E-mail Newsletter Usability– By Jakob Neilsen
– www.nngroup.com/reports/newsletters/
• Ten Email Design Best Practices– By Don Nicholas and Jeanne Jennings
– Mequoda Daily
– www.mequodafree.com
• Larry Chase’s 12 Best Practices e-newsletters– http://www.wdfm.com/email-best-practices.php
Other
•What else? AUDIENCE DISCUSS