E-Newsletter best practices
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Transcript of E-Newsletter best practices
Marie-Line GendronDigital Marketing and Social Media Community Manager
E-NEWSLETTER – GUIDE
Session Plan Relationship
beginning
Format
optimization
Content Look Relationship
ending KPIs Testing Pricing Questions
Relationship beginning
Subscription
method Timing is
everything
Relation beginning
General Format Content Look KPIs Pricing
Subscription Method Best practice: confirmed opt-in
E-newsletters must be sent only to confirmed subscribers
“Marketing email should only be sent to recipients who have provided their consent to receive such information.(…) If organizations have not obtained the express consent of recipients prior to sending these types of email messages, then they are sending spam. “ - PIPEDA
http://www.parl.gc.ca/About/Parliament/LegislativeSummaries/bills_ls.asp?Language=E&ls=C28&Mode=1&Parl=40&Ses=3&source=library_prb#a6
Personal Information Protection and Electronic Documents ActCame into full force throughout Canada in January 2004; establishes the obligations of those who collect, use and disclose personal electronic-mail addresses.
Beginning Format Content Look Ending KPIs Testing Pricing
http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/gv00330.html#bp2
Subscription Method Best practice: Confirmed opt-in
Suscription
Confirmation sent by
mail to subscriber
Confirmation
accepted by
susbcriber
Excellent timing to ask for addition in subscriber’s contact list
Relation beginning
Beginning Format Content Look Ending KPIs Testing Pricing
http://mashable.com/2011/08/31/email-newsletter-best-practices/ http://www.theemarketingblog.com/page/2/
http://www.brownbearmedia.com/blog/web-marketing-2/whento-send-email-newsletter
Relationship beginning Timing is everything
▪ Best practice: When members are ready to convert!
▪ All sources won’t agree but…▪ AVOID Monday mornings▪ Information retention lasts 48h
▪ Split of mailing list… test diff. hours / days▪ Find the sweet spot▪ Consistency, consistency, consistency!
Beginning Format Content Look Ending KPIs Testing Pricing
Format Optimization Size Weight
Images or
text?
Format Optimization Size
Best practice: Optimize your design for: Optimal width: 600-700px Above fold pixels (200-300 px)
are crucial: let’s be strategic! Test (Outlook, Yahoo, Gmail,
Hotmail)
Weight Best practice: less than 30-40kb Actual: all around 15kb
Beginning Format Content Look Ending KPIs Testing Pricing
http://www.webdesignerdepot.com/2011/05/dos-and-donts-for-designing-email-newsletters/
Format Optimization Image or text?...or both?
Best practice: Multi-Part MIME format▪ 5% of readers can’t read HTML format▪ Sends an HTML email + a text format▪ 100% of recipients can read it▪ Most email clients turn images off by
default unless the recipient explicitly turns them on (i.e. Outlook, Gmail and others)
Beginning Format Content Look Ending KPIs Testing Pricing
The Content Object Sender’s name Printable version Ressource person Links towards the Website
Link – Friend referal Link – Subscr. to newsletter Link – Confid. policy
The Content Object
Best practice: Simply reflect the content▪ Between 3-7 words▪ Between 20-50 characters▪ Let the reader know the intervals of
communication
Sender’s name Best practice: Name of the brand/Club
▪ No creativity contest!
https://www.washington.edu/externalaffairs/uwmarketing/bestpractices/ecomm/docs/DesignGuide.pdf
Beginning Format Content Look Ending KPIs Testing Pricing
The Content Object and sender’s name
https://www.washington.edu/externalaffairs/uwmarketing/bestpractices/ecomm/docs/DesignGuide.pdf
“ Every email marketing communication should clearly identify the sender of the email. The subject line and body text in the communication should accurately reflect the content, origin and purpose of the communication.” - PIPEDAExample:Date: Tue, 5 Oct 2004 07:32:02 -0400From: Bell Canada - Electronic bill <[email protected]>TO: JOE CONSUMER " <[email protected]>Subject: Your Bell e-bill is ready / Votre facture électronique est prête
Beginning Format Content Look Ending KPIs Testing Pricing
The Content
Printable Version Just make it easier! Goal: help content sharing
Ressource person 53% of enterprises have a contact
person in their e-newsletters Reassuring to know you can
contact someone 24/7 about your e-newsletter
http://www.lyris.com/resources/email-marketing/articles/email-best-practices
Beginning Format Content Look Ending KPIs Testing Pricing
Friends referral link Best practice:
insert friends referral link in e-newsletters
Based on the assomption that:
▪ New moms probably know a lot of new moms…
▪ Diabetics probably know a lot of diabetics…
▪ Moms with picky eaters probably know a lot of moms with picky eaters…
The Content
Beginning Format Content Look Ending KPIs Testing Pricing
Links towards the Web site Create traffic to your Website Build your e-newsletter with a specific
goal Avoid "click here" links Use actionable language such as
"read more . . .", "donate", or "unsubscribe"
Link – Subscription to the newsletter If “share with a friend” link is
inserted
The Content
Beginning Format Content Look Ending KPIs Testing Pricing
Link – Confidentiality Policy The Personal Information Protection and Electronic Documents
Act (PIPEDA) :
http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/eng/h_gv00045.html
“ Every email should provide a link to the sender's privacy policy. The privacy policy should explain the intended use and disclosure of any personal information that might be gathered through "clickstream" means or other website monitoring techniques.” - PIPEDA
The Content
Beginning Format Content Look Ending KPIs Testing Pricing
The Look
F design Consistency Images Include a footer Branding What to bribe about
The Look F design : how the human eye reads online!
Beginning Format Content Look Ending KPIs Testing Pricing
Consistency standard number of articles standard format for writing articles same colors and disposition of elements
within your e-newsletter
Benefits: Builds "brand identity" with your subscribers Makes it easier to scan and read your
e-newsletters Makes it easier for you to test and improve!
http://groundwire.org/resources/articles/writing-newsletters-best-practices
The Look
Beginning Format Content Look Ending KPIs Testing Pricing
Images A few compelling pictures next to
text is just fine, so long as your design doesn't depend on them being there to look good
E-mail messages based mainly on graphic images often are caught or blocked by SPAM filters
Include a footer Helps establishing the end of
content.
http://groundwire.org/resources/articles/writing-newsletters-best-practices
The Look
Beginning Format Content Look Ending KPIs Testing Pricing
Branding universe Recreate your branding universe Consistency!
What to bribe about? Keep it short! Grab people's attention: easily
digestible bits of information. Differenciate with added value:
▪ Articles▪ Videos (double the click rate)▪ Tone (same as website)▪ Exclusive offers
http://groundwire.org/resources/articles/writing-newsletters-best-practices
The Look
Beginning Format Content Look Ending KPIs Testing Pricing
Opt-out method
Relationship ending
Relationship ending Opt-out method
Best practice: Confirmed opt-out“ In all email messages to current customers,
organizations must include an opportunity for the recipient to opt out. This opportunity should not be buried in the email message and must, at minimum, be website- and/or email-enabled. The language used should be as simple as: "If you no longer wish to receive marketing offers from this organization, please click here or email [email protected].“ - PIPEDA
Beginning Format Content Look Ending KPIs Testing Pricing
Opt-out method Best practice: Confirmed
opt-out
Opt-outOpt-out
confirmation page
Confirmation
accepted by
subscribers
Confirm opt-out + ask why (1Q) and
build your understanding of
consumers’ behavior http://www.lyris.com/resources/email-marketing/articles/email-best-practices http://www.ic.gc.ca/eic/site/ecic-ceac.nsf/fra/gv00330.html
Relationship ending
Beginning Format Content Look Ending KPIs Testing Pricing
Relationship ending Opt-out method
Best practice: Confirmed opt-out
Beginning Format Content Look Ending KPIs Testing Pricing
The KPIs What to measure? How often? What are the benchmarks?
"Data! Data! Data!" he cried impatiently. "I can't make bricks without clay."- Sherlock Holmes
The KPIsMeasures (provided by the service provider):• Nb of email sent• Nb of opened email• Nb of rejected email• Nb of opt-out (by segment: nb of years, email prompting opt-out)• Nb of clics per element (tracked) + total
Key Performance Indicators (KPIs) :- Nb of delivered emails (email sent – rejected emails)- Delivery rate (delivered emails / sent emails)- Opt-out rate (nb of opt-out / delivered emails)- Open rate* (opened emails / delivered emails)- Attrition rate of the email base ( nb of unsubscribing / total number of bases’
emails)
Beginning Format Content Look Ending KPIs Testing Pricing
http://www.renaud-bray.com/Livres_Produit.aspx?id=1039757&def=Web+analytics,MALO,+NICOLAS,WARREN,+JACQUES,9782212544817
The KPIs
Google Analytics integration (with tracking code):• % trafic generated by email• Bounce rate on landing page (for this particular trafic source)• Click rate on the landing page (for this particular trafic source)• Conversion generated (nb and %) (between 0,1% and 2%)
Beginning Format Content Look Ending KPIs Testing Pricing
Testing
E-mail subject Format Content Date/hour of
sending Landing page Offers Trigger buttons
‘name’
Testing
Beginning Format Content Look Ending KPIs Testing Pricing
What to test? E-newsletter’s components (subject,
images, copy, trigger buttons, etc.) E-newsletter’s look in major web-based
email services (i.e. Hotmail, Gmail, Yahoo, Outlook)
Timing of sending
How to test? Components: A/B testing (trackers through
G.A.) Look: by opening accounts
How often? Components: every e-newsletter is an
opportunity Look: once
http://fr.wikipedia.org/wiki/Test_A/B
http://www.webdesignerdepot.com/2011/05/dos-and-donts-for-designing-email-newsletters/
The Pricing-
Are you paying too
much…?
Période de questionsMerci de votre confiance !