e-Newsletter Best Practices
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Your e-newsletter will communicate more effectively if you follow best practices: - Respect your audience’s time - Keep it simple - Monitor your results
![Best Practices: Overview ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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e-Newsletter Best Practices
- 1. e-Newsletter Best Practices By Landry Butler
- 6. May spend an additional 33 sec. following links
- 7. 19% of potential subscribers lost due to usability difficulties
- 8. Users often stay subscribed due to difficult unsubscribe processes
- 9. Some users reported it was easier to use a spam blocker than to unsubscribe
- 11. Send newsletter at regular intervals
- 12. Send newsletter at an appropriate time
- 15. Consistent from issue to issue
- 18. Features something unique to current issue
- 19. Most important information goes first
- 22. Table of contents for each issue
- 23. Link to read newsletter online
- 25. Include engagement tools: surveys, polls, ways to provide feedback, discussion forums
- 26. 60/40 rule for ads: 60% minimum editorial, 40% maximum ads
- 27. No more than 2-3 printed pages total
- 29. Design is consistent with Web site and landing pages
- 30. Images used to enhance content
- 31. Should engage reader even if images are blocked
- 32. Easy to skim: short paragraphs, bullet points and white space
- 34. Link to subscription management page
- 35. Postal address for sender
- 38. Open rate
- 40. Conversion rate How many valid email addresses received the complete newsletter?
- 42. Open rate
- 44. Conversion rate How many times was the newsletter viewed?
- 46. Open rate
- 48. Conversion rate How many times were links in the newsletter clicked on?
- 50. Open rate
- 52. Conversion rate How many registrations, memberships or other actions were generated by this newsletter?
- 55. Keep it simple
Hinweis der Redaktion
- Jakob Neilsen Users don’t spend much time reading newsletters. They spend most of their time doing other things. Users want their newsletter to “just work” Unsubscribing should be easier than setting up a spam filter which may also block legitimate messages
- Delivery Give an example of “white listing” Users should opt in and “white list” “from” address Business newsletters should be delivered during business hours
- what are “spammy” words? Russian font to English speaker FREE, ORDER NOW Anything to do with sex, drugs or money
- Develop benchmarks to measure newsletter’s effectiveness in order to know what adjustments to make. Jupiter Research sample metrics 88% deliverable rate 20% open rate – Tells you how many times the newsletter was viewed (C: iContact’s best clients = 40 %) 9.5% click through rate 1.1% conversion rate
- Develop benchmarks in order to know what adjustments to make.
- Don't try to do this with Outlook or Gmail. Use the right tool for the job. There are many commercial and free programs that can help you send and track your newsletter. I've used PHPList and Emma. They both do about the same thing in a lot of ways, but Emma is much easier to use. MailChimp was suggested in a recent presentation. It is an Emma competitor with a lot more free options.
- The End
- Other What else? AUDIENCE DISCUSS