Embed Size (px)
DESCRIPTION
Designing and regularly distributing the right e-newsletter is a proven way to strengthen relationships with your organization’s key audiences and to motivate them to act. E-newsletters create a two-way dialogue that motivates conversation with donors, volunteers, clients and others; showcases the impact of your organization’s work; increases program and service utilization; and positions your organization as a thought leader in your field. Here's how to make that happen!
Citation preview
Breakthrough E-Newsletters 5 Steps to Shaping E-Communications that Connect
I’m so pleased to be here with you today…
I’m Nancy Schwartz
• Publisher, Getting Attention Blog & E-Update• President, Nancy Schwartz & Company
Today’s Learning Objectives
1. Increasing impact—Opens, click-throughs, response rate
2. Building and maintaining a good email list
3. Evaluating and revising4. How to fit it in w/everything else
You’ll Leave Today Knowing How to…
1. Define realistic goals2. Shape the right approach3. Design the most effective delivery4. Master the mechanics5. Promote your e-newsletter to get the
most from your effort.
…And with Your E-News Plan
1. Directs your focus2. Forces you to articulate objectives3. Baseline for making the right decisions4. Generates better results
Credit: Kivi Leroux Miller, Nonprofit Marketing Guide.com
Effective e-News = Engagement + Action
Photo: Julia F
Baseline—What E-news Success Looks Like
Credit: Lori Jacobwith
Personal Stories that engage
Clear, visible calls to action
Accessible contact info
Useful info whether readers give or not
E-news Plan Template1. Goals2. Measurable objectives3. Target audience4. Roles & responsibilities5. Content6. Personality-Image & tone 7. Format, design & timing8. List building & maintenance9. E-News service provider (ESP)10.Work plan 11.Evaluation & revision
Evaluation—Planning’s Other Half
Only 37% of orgs know what’s working.
63% don’t.
E-news Plan Template1. Goals2. Measurable objectives3. Target audience4. Roles & responsibilities5. Content6. Personality-Image & tone 7. Format, design & timing8. List building & maintenance9. E-News service provider (ESP)10.Work plan 11.Evaluation & revision
Focus & Goals
Measurable Objectives
• Open rate = # messages opened / # messages delivered
• Click‐through rate = # clicks / # messages delivered
• Response Rate = # actions taken / # messages delivered
• Unsubscribe rate = # unsubscribes / # messages delivered
Evaluate toIncrease Impact
1. What’s working2. Who’s engaged and who’s not3. Your base’s habits4. What content is most compelling
How did it do?
Know Your Audience• Segments • Wants• Needs• Preferences• Habits
Powerful Messaging—Where Org Needs Meet Audience WantsPoint of Connection—Org Needs Meet Audience Wants
Roles & Responsibilities
– Editor‐in‐Chief
– Writer
– Proofreader
– Formatter
– Technologist
– Review
– Analyst
Content – Classic E-News or…
Content – Action Alert
Editorial Calendar
Content Formula• Maximum of 4 elements, aka standing heads• One call to action per element/story • Be consistent
Your Subject Line is Critical!
• Flag waving is not a rebellion
• Friday is the last day to test your ocean IQ!
• Phenomenal
• Short: 50‐60 characters max
• Specific about what’s inside
• Show what’s in it for the reader (in 1st 2 words)
• Piggyback on hot topics
Content: Style
• Keep paragraphs short. • Line breaks between
paragraphs. • Use bullets and white space• Headlines and sub-heads• Highlight links in a color
Make it personal!
Give Your E-news Personality!
Design—Keep It Simple
Building Your Mailing List
• Make sure it’s very easy to sign up
• Include sign‐up everywhere online, and links offline
• Feature elements that increase registration rates
• Convey the value to readers
Maintaining Your Subscribers
Email Service Providers
Your E-News Work Plan1. Collect article ideas
2. Turn ideas into rough drafts
3. Drop draft copy into e‐news template, edit
4. Write final article titles, draft subject line
5. Test by sending to internal "newsletter approval" group and every e‐mail client
6. Check every link
7. Print out to do a final proof
8. Sharpen the subject line one
last time before you publish
Evaluation and Improvement
Open rate = # messages opened / # messages delivered
• Average is 15‐25%
• Declining due to image issue
• Increase by:– Writing for the preview pane
– Test changes in subject line, format, time, day
Stats: NTEN/M&R: 2010eNonprofit Benchmarks Study
Evaluation and Improvement
Click‐through rate = # clicks / # messages delivered
• Average is 1‐10%
• Increase by:– Make content and descriptions compelling
– Ensure subject line is accurate
– Test changes in format
– Highlight what you want readers to click on (box)
Evaluation and Improvement
Response Rate = # actions taken / # messages delivered
• Average for fundraising emails .75‐2%
• Average for advocacy emails 3‐15%
• Increase by:– Providing a compelling reason to act
– Optimize your landing page
Evaluation and Improvement
Unsubscribe rate = # unsubscribes / # messages delivered
• Average is .3%‐1% for a single email
• Decrease by:– Providing a compelling reason to act
– Optimize your landing page
E-news Plan Template1. Goals2. Measurable objectives3. Target audience4. Roles & responsibilities5. Content6. Personality-Image & tone 7. Format, design & timing8. List building & maintenance9. E-News service provider (ESP)10.Work plan 11.Evaluation & revision
Other Useful Resources http://delicious.com/gettingattention/e-news
Flickr: accentoneclectic
Contact Me!Contact [email protected]:
Twitter: @NancySchwartzPhone: 973-762-0079Blog: http://GettingAttention.orgWebsite: http://NancySchwartz.comFacebook:http://Facebook.com/gettingattention
Getting Attention Resources• Subscribe to the E-Update• Read the Blog – GettingAttention.org• Read recent e-update articles (over 70)
