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

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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

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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

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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?

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

action

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

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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

agency.nd.eduEmail Newsletters Slide 8

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

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Design Options• Existing templates• Clear ND and department branding

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Campaign Monitor - Measurement

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Measurement Options

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

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

agency.nd.eduEmail Newsletters Slide 17

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.