WebreDesigns Guide to eNewsletters
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Transcript of WebreDesigns Guide to eNewsletters
WebreDesigns Guide to
eNewsletters
series 1, vol. 2Lourdes Marie Del ValleSenior Consultant, Digital
Strategies
Copyright © 2013 delvalle3d.com All rights reserved.
WebreDesigns Guide to eNewsletters
Welcome
The purpose of this
WebreDesigns guide to
eNewsletters is to
stimulate thoughts,
exchange ideas and
engage in a lively dialogue
on how to create
extraordinary user
experiences with
eNewsletters.
Table of Contents
State of newsletters Anatomy of an online
newsletter A plan of action
Content Design Technology Project Planning
Contact us
2
Copyright © 2013 delvalle3d.com All rights reserved.
The state of newsletters
The rumored demise of newsletters has been
greatly exaggerated.
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"The reports of my death are greatly exaggerated.“
~ Mark Twain
Copyright © 2013 delvalle3d.com All rights reserved.
Alive & Well
Despite those who see publishing a newsletter as an old-fashioned, inefficient way to communicate with their desired audience, Newsletters are thriving in the digital world because…they work!
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"To be, or not to be: that is the question".
Hamlet (Act III, Scene I) ~ William Shakespeare
Copyright © 2013 delvalle3d.com All rights reserved.
Well-crafted newsletters work
i. Builds trust with clients, customers and employees
ii. Boosts your brand exposure
iii. Showcases your expertise with quality content
iv. Drives web site trafficv. Improves reputation as
thought leader5
Copyright © 2013 delvalle3d.com All rights reserved.
Anatomy of an online newsletter
Branding (logo + tagline)
Headlines + subject lines
Images Content Link back to
your web site Useful 3rd party
links Calls to action
(big + bold) Encourage
sharing (forwards)
Links to other content
Unsubscribe link (opt-outs)
Footer (contact us)
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Copyright © 2013 delvalle3d.com All rights reserved.
Content is the foundation
• Newsletters can include a wide variety of content types.
• Examples include:– Stories– Case studies– Testimonials– Interviews– Project news– Announcement
s– Third-party
articles– Careers
information– New resources
and data– News links– Fundraising– Instructional– Thought
leadership– Rewards +
incentives
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Design and format sets the tone
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Copyright © 2013 delvalle3d.com All rights reserved.
Fill your blank canvas…
Technology fine-tunes the approach
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Copyright © 2013 delvalle3d.com All rights reserved.
Gather your technology
requirements for newsletter
creation (list volume, mail
frequency, localizations)
Choose the right technology
platform to suit your newsletter
needs
Demo product thoroughly
Ramp up on the platform’s features
and functions (basic and advanced)
If there is a ‘match’, you’re ready
to walk down the aisle!
Other considerations
• Set goals• Define success• Identify topics• Select resources• Determine sender
+ newsletter frequency
• Create Mailing list• Develop content
calendar• Brand guidelines• Test & target• Ensure quality
control (content, production, consistency)
• Solicit reader feedback
• Track + report on key metrics
• Commit to continuous improvement
• Iterate as needed
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From white boarding to project plan
• Project plan includes: task, duration, start/finish dates & resources
• Sample task categories: i. Develop
newsletter strategy
ii. Create contentiii. Design &
format elements
iv. Choose technology
v. Edit & test content
vi. QA test deliveryvii. Release
newsletter & localizations
viii. Cross-promote newsletter
ix. Measure newsletter effectiveness
x. Develop future newsletter ideas
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Copyright © 2013 delvalle3d.com All rights reserved.
Sample project plan*
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Task Duration Start Finish Resources
1.1 Develop eNewsletter Strategy 30 days Mon 4/1/13 Tues 4/30/13
1.1.1 Identify project objectives and goals for project plan
5 days Mon 4/1/13 Fri 4/5/13 Marketing lead, marketing team, project owner/sponsor
1.1.2. Review project plan for budget 3 days Mon 4/8/13 Wed 4/10/13 Marketing lead, project owner/sponsor
1.1.3. Select project team 3 days Thurs 4/11/13 Mon 4/15/13 Marketing lead, project owner/sponsor
1.1.4. Analyze audience 2 days Tues 4/16/13 Wed 4/17/13 Marketing lead, Market research
1.1.5. Outline requirements for newsletter creation (theme, content, design)
3 days Tues 4/16/13 Thurs 4/18/13 Marketing lead, Marketing team
1.1.6. Identify localization requirements 2 days Tues 4/16/13 Wed 4/17/13 Marketing lead, Regional reps
1.1.7. Gather content (stories, case studies, interviews, etc.)
5 days Fri 4/19/13 Thurs 4/25/13 Marketing team
1.1.8. Define success criteria 1 day Fri 4/26/13 Fri 4/26/13 Marketing lead, Regional reps
1.1.9. Review and select technology platform for newsletter creation
3 days Fri 4/26/13 Tues 4/30/13 Marketing lead, Procurement, Vendor
1.1.10. Outline newsletter stylebook guidelines 3 days Fri 4/26/13 Tues 4/30/13 Marketing lead, Regional reps, Creative
*For illustrative purposes only.
End goal: happy, loyal, engaged subscribers
o At the end of the day, your goal is to maximize ‘subscribes’ (registrations) and minimize ‘unsubscribes’ (opt-outs).
o To do so, Keep content relevant, useful + engaging, Listen to reader feedback, Observe the competition, Measure and report effectiveness to your
internal newsletter project team, and Adapt to suit changing subscriber needs.
o Look at a well-crafted eNewsletter program as a way to stay customer-focused + cultivate relationships to grow your business.
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Copyright © 2013 delvalle3d.com All rights reserved.
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Thanks for reading this guide. We hope you found it
useful.
While WebreDesigns is in business to create unique and memorable online
experiences for our clients that connect brands and people, we’re also committed
to exchanging ideas with fellow web enthusiasts and participating in lively
dialogues with the digital community.
To this end, we have created a series of free guides to best practices covering
various aspects of digital marketing.
Enjoy, pass it forward, and give a holler if there’s a topic worth featuring in
a future guide.
Copyright © 2013 delvalle3d.com All rights reserved.
WebreDesigns Guide to eNewsletters
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Copyright © 2013 delvalle3d.com All rights reserved.
For more information, contact:
Lourdes Marie Del Valle, Senior Consultant, Digital Strategies• 516) 652-5104 • [email protected]
WebreDesigns, is a marketing services consortium