Idea Exchange: The Practical Aspects of Doing the Most with your e-Newsletter

Idea Exchange:Idea Exchange: The Practical Aspects of The Practical Aspects of Doing the Most with your Doing the Most with your

e-Newslettere-Newsletter

Your Customer Support Team Your Customer Support Team Welcomes You!Welcomes You!

Julie Reynolds

Leslie Bradford

Kathy Bowman

ObjectiveObjective

To provide a meaningful open-discussion session where you share ideas and

learn from each other.

AgendaAgenda

Key components for discussion Facilitate discussions for each component Your ideas BizActions ideas Wrap up Checklist

Key Components for a Key Components for a Successful e-NewsletterSuccessful e-Newsletter

• Healthy database

• e-Newsletter design

• Sponsor content

• Reports

• New enhancements

• Team Member adoption

Key Components ThemeKey Components Theme

Process >> Database

Create >> E-Newsletter Design

Strategy >> Content

Initiate >> Reports

Learn >> Enhancements

Commitment >> Adoption

ProcessProcess

Healthy Database

Process Healthy DatabaseProcess Healthy Database

• Foundation for success

• Quality and quantity, not just quantity

• Develop a strategy

• Email append

Healthy Database Healthy Database Strategies & TacticsStrategies & Tactics

• Internal List Development Policy– One person in charge– Goals for each quarter and for each Team Member– The more you put in, the more you will get out

• Offline List Development– Existing internal lists– Rolodex, tradeshow attendee lists, business cards

– Encourage referrals

Healthy DatabaseHealthy DatabaseStrategies & TacticsStrategies & Tactics

• Online List Development– Gather employee contact data– Search Websites– Post sign-up option on Website and

promote Refer Colleague link

Healthy DatabaseHealthy DatabaseTarget Audiences to ConsiderTarget Audiences to Consider

• Internal employees• Clients (all key POC’s)• Prospects, referral sources and former clients• Association members• Chamber of Commerce• Journalists/editors for local and regional

publications

Healthy DatabaseHealthy DatabaseBuilding & MaintainingBuilding & Maintaining

• Again, one person in charge• Manage & clean up Bad Emails at least once

every other month• Pull member download and review regularly• Utilize Memo field for important searches and

Email Radar• Assign POC’s if not already assigned

Email AppendEmail Append

• Build your database without the work

• 40% - 60% success rate

• Append Bad Emails

CREATECREATE

e-Newsletter Design

e-Newsletter Look & Feele-Newsletter Look & Feel

• Masthead

• Color scheme / Email template design

• Newsletter formatting

• Banners

e-Newsletter Design Tacticse-Newsletter Design Tactics

• Color Scheme / Email Template Design– Matching the Color Scheme– Choosing the right template design choice– Various template design options

• Masthead– Professional Masthead important for name branding– Examples of Mastheads created by Sponsors– Examples of Mastheads created by BizActions

Sponsor Created MastheadsSponsor Created Mastheads

Sponsor Mastheads Cont.Sponsor Mastheads Cont.

Sponsor Mastheads Cont.Sponsor Mastheads Cont.

BizActions MastheadsBizActions Mastheads

BizActions Mastheads Cont.BizActions Mastheads Cont.

e-Newsletter Design Tacticse-Newsletter Design Tactics

• Newsletter Formatting– Edit Welcome Messages, customize– Use Masthead links to promote Website– Tweak verbiage to personalize; Greeting Line, Subject Line

• Banners– Create Custom Banners to reflect company style– Samples of Banners created by Sponsors– Samples of Banners created by BizActions for Sponsors– Using all available Banner slots can be too much