How Publishers Can Create An Email Newsletter That Doesn't Suck

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How To Create An Email Newsletter That Doesn’t Suck

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Today’s Agenda How to build and segment your list The key components of a newsletter What NOT to do in your email newsletters How to monetize your efforts

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Why Do We Do Email Newsletters In The First Place?

Just Another Distribution Channel

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Audience Development(a.k.a. list building)

Business Basics Page (In Print) Strong CTA Tell Them What They Get Tell Them How Frequently They’ll

Get It Do It In Every Issue!

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Audience Development (Con.)

Add a subscribe form at the bottom of every article and event Make It Simple Strong CTA

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Audience Development (Con.)

Create a page on your site for people to signup and set/update their preferences Tell Them What They’ll Get &

How Frequently Provide Full Options Include An Unsubscribe

Link/Preferences Link

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Audience Development (Con.)

Run a social promotion to collect opt-ins Include permission box Follow up with thank you

email/offer Can also ask them to follow on FB Subscribe to magazine Etc.

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SegmentationOne list to rule them all…

But use groups to segment users…

Sending people only what they want will reduce unsubscribes…

Give them a choice!

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The average subscriber email address can expect an average 31% churn rate; in other words, 31% of email subscriber addresses will be lost during a single year.

- iContact

Key Components Subject Line/Preview

A/B Test Logo/Header

Link It Feature – Social

Promotion, Top Story, Business Spotlight, Your Latest Issue, Featured Event, Etc.

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Key Components (Con.) Top Stories

Drives Traffic - Pick stories that are already performing well but feel free to experiment with titles of under performing articles as well.

Advertising Banners Native

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Key Components (Con.) Promote Yourself

Directory Quick Links for UGC

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Key Components (Con.) Upcoming Events (Three To

See/Editor’s Picks) Highlights Calendar Always include a view more button

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Key Components (Con.)

Share Buttons Events Themselves Their Business

Legal Stuff

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What NOT To Do BCC instead of using an email provider Use all images (or one large image) and no text Put entire article or event in the newsletter

instead of linking back to your site Leave default text (especially in preview) Skip testing Send inconsistently

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A Few Other Tips To Avoid Spam Filters

When it comes to subject lines, boring works best. When you write your subject line, don’t sell what’s inside—tell what's inside.

Avoid using spammy keywords and phrases, and avoid using ALL CAPS or too many exclamation points!!!

Make sure your “From” and “Subject” lines contain your company name, so your subscribers will instantly recognize you.

Be a real person (not a corporation)

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Source: MailChimp

Recommendation

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http://youtu.be/-DM2Vfj6NQk

MailChimpwww.mailchimp.com

Monetizing Email Banner Ads Exclusive Blasts Advertorials/Paid Placements Listings (Business Spotlight) Events (Featured Events)

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