Kim Hodgson & Jason McElweenie // Schipul – The Web Marketing Companykhodgson@schipul.com & jmcelweenie@schipul.comhttp://www.schipulcon.com/presentations/

DO’S AND DON’TS OF ONLINE NEWSLETTER MARKETING

• Newsletter design aesthetics• Targeting newsletters• Timing newsletters• Newsletters & spam

WHAT WE WILL COVER TODAY

WHAT IS BAD DESIGN?

This is a bad newsletter designhttp://www.saveralphsbay.org/images/uploads/April2007_newsletter_thumb.jpg

WHAT IS GOOD DESIGN?

GOOD DESIGN SHOULD BE SIMPLEhttp://www.flickr.com/photos/deneyterrio/303687525

DON’T CONFUSE YOUR VISITORShttp://cache.jalopnik.com/assets/images/jalopnik/2008/09/Ten-Conf-Montreal.jpg

EXAMPLES OF GOOD DESIGN

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Videos cannot beembedded in a newsletter

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Editing the photosto look like Polaroid photos are a nice touch. These types of photos have a sense of familiarity to them

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight

NEWSLETTERS – MORE THAN AN EMAIL

PEOPLE WANT TO HEAR FROM YOUhttp://www.flickr.com/photos/mwkw/310223707/

MAKE IT EASY TO STAY IN TOUCH

WIZARDS NEED NOT APPLYhttp://www.flickr.com/photos/dunechaser/1228011889/

Newsletter to Landing Page

Don’t leave it up to the user to figure things out. Your business is not a puzzle

GIVE PEOPLE WHAT THEY WANThttp://www.flickr.com/photos/soggydan/3587602667/

IT MAKES THEM HAPPYhttp://www.flickr.com/photos/xanboozled/3197826939/

AND THAT WILL MAKE YOU HAPPY!http://www.flickr.com/photos/rosengrant/3370782464/

IT’S ALL ABOUT TIMING

SCHEDULE YOUR NEWSLETTERS http://www.flickr.com/photos/don3rdse/3209281471/

EVENT FOLLOW-UPhttp://www.flickr.com/photos/eschipul/3305122874/

SPAM IS EVILSpammers are making marketers do their job better!

WHY IS MY NEWSLETTER GOING TO SPAM?http://www.flickr.com/photos/hollyclark/465593675

Subject lines

BAD:Win a FREE home in our home giveaway

today!!!!GOOD: Enter The Wayne Osteen raffle for a new

home drawing!

Trigger words & phrases

freetrail

no costno catch

take action nowcharges

savewinnermailto

http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm

Heavy Formatting

This is what really bad heavy formatting looks like in a newsletter and thiswill cause your newsletter to get stuck in the queue or go straight to a spam folder.

This is not good because you really want to get yourmessage out and change the world, RIGHT? Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Praesent laoreet faucibus orci elementum cursus. Phasellus

sapien massa, posuere vitae porttitor vel, mollis ac felis.

Fusce viverra nulla id liEet nunc eros. Nullam euismod posuere augue utlobortis.gula malesuada ullamcorper. Sed

Cras pellentesque ante nec ligula consecteturFringilla.

You need clean HTML

Don’t send just an image

Check for junk code

Test your newsletters

WHAT DID WE LEARN?http://www.flickr.com/photos/naztrida/2862505972

DOS AND DON’TS OF NEWSLETTER DESIGNhttp://www.flickr.com/photos/jamiemckerral/3210027714/

TARGETING NEWSLETTERShttp://www.flickr.com/photos/geoffeg/175558343/

TIMING NEWSLETTERShttp://www.flickr.com/photos/daveduke/3567204954/

WHAT TRIGGERS SPAM FILTERS?http://www.flickr.com/photos/sammy-naas/2292433070

QUESTIONS?

Kim Hodgson / Jason McElweenie Schipul – The Web Marketing Company

Kim’s Personal Brandhttp://www.inkoluv.com and http://www.facebook.com/inkoluv

Jason’s Personal Brand http://www.canerican.com/ and http://www.lowendtheory.net/