WebreDesigns Guide to eNewsletters

WebreDesigns
Guide to
eNewsletters

Copyright © 2013 delvalle3d.com All rights reserved.

WebreDesigns Guide to eNewsletters
Welcome Table of Contents
The purpose of this
 State of newsletters
WebreDesigns guide to
 Anatomy of an online
eNewsletters is to stimulate newsletter
thoughts, exchange ideas  A plan of action
and engage in a lively  Content
 Design
dialogue on how to create
 Technology
extraordinary user
 Project Planning
experiences with  Contact us
eNewsletters.
2


The state of newsletters

"The reports of my
death are greatly
exaggerated.“
~ Mark Twain

3


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 "To be, or not to be:
that is the question".
because…they work! Hamlet (Act III, Scene I)
~ William Shakespeare

4


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 traffic
v. Improves reputation as
thought leader

5


Anatomy of an online newsletter
 Branding (logo  Calls to action
+ tagline) (big + bold)
 Headlines +  Encourage
subject lines sharing
 Images (forwards)
 Content  Links to other
 Link back to content
your web site  Unsubscribe
 Useful 3rd party link (opt-outs)
links  Footer (contact
us)

6


Content is the foundation

• Newsletters can – Careers
include a wide information
variety of content – New resources
types. and data
• Examples include: – News links
– Stories – Fundraising
– Case studies – Instructional
– Testimonials – Thought
– Interviews leadership
– Project news – Rewards +
– Announcements incentives
– Third-party
articles
7


Design and format sets the tone

Fill your blank canvas…

8


Technology fine-tunes the approach

 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!

9


Other considerations
• Set goals control (content,
• Define success production,
• Identify topics consistency)
• Select resources • Solicit reader
feedback
• Determine sender
+ newsletter • Track + report on
frequency key metrics
• Create Mailing list • Commit to
continuous
• Develop content improvement
calendar
• Iterate as needed
• Brand guidelines
• Test & target
• Ensure quality
10


From white boarding to project plan
• Project plan v. Edit & test
includes: task, content
duration, start/finish vi. QA test delivery
dates & resources vii. Release
• Sample task newsletter &
categories: localizations
i. Develop viii. Cross-promote
newsletter newsletter
strategy ix. Measure
ii. Create content newsletter
iii. Design & format effectiveness
elements x. Develop future
iv. Choose newsletter ideas
technology
11


Sample project plan*

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 5 days Mon 4/1/13 Fri 4/5/13 Marketing lead, marketing team, project
project plan 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 3 days Tues 4/16/13 Thurs 4/18/13 Marketing lead, Marketing team
creation (theme, content, design)

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, 5 days Fri 4/19/13 Thurs 4/25/13 Marketing team
interviews, etc.)

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 3 days Fri 4/26/13 Tues 4/30/13 Marketing lead, Procurement, Vendor
newsletter creation

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.

12


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.
13


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.

14


WebreDesigns Guide to eNewsletters

WebreDesigns, is a marketing services consortium

For more information, contact:

Lourdes Marie Del Valle, Senior Consultant, Digital Strategies
• 516) 652-5104 • lourdes@delvalle3d.com

15


WebreDesigns Guide to eNewsletters

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