do’s and don’ts of online newsletter marketing
DESCRIPTION
Kim Hodgson and Jason McElweenie of Schipul break down the importance of keeping your members in the know with Newsletters in this presentation. They review good design, newsletter timing and a few important Do's and Don'ts on online marketing.TRANSCRIPT
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Kim Hodgson & Jason McElweenie // Schipul – The Web Marketing [email protected] & [email protected]://www.schipulcon.com/presentations/
DO’S AND DON’TS OF ONLINE NEWSLETTER MARKETING
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• Newsletter design aesthetics• Targeting newsletters• Timing newsletters• Newsletters & spam
WHAT WE WILL COVER TODAY
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WHAT IS BAD DESIGN?
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This is a bad newsletter designhttp://www.saveralphsbay.org/images/uploads/April2007_newsletter_thumb.jpg
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WHAT IS GOOD DESIGN?
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GOOD DESIGN SHOULD BE SIMPLEhttp://www.flickr.com/photos/deneyterrio/303687525
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DON’T CONFUSE YOUR VISITORShttp://cache.jalopnik.com/assets/images/jalopnik/2008/09/Ten-Conf-Montreal.jpg
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EXAMPLES OF GOOD DESIGN
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
![Page 12: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/12.jpg)
Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
![Page 13: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/13.jpg)
Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
Videos cannot beembedded in a newsletter
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Factory Direct NewsletterClear calls to action. Links to Social Media. Short section titles. Visual Media Markers. Client Spotlight. Brand recognition carried over.
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 23: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/23.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 24: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/24.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 25: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/25.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
Editing the photosto look like Polaroid photos are a nice touch. These types of photos have a sense of familiarity to them
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Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 30: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/30.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 31: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/31.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 32: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/32.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 33: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/33.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 34: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/34.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
![Page 35: Do’s and Don’ts of Online Newsletter Marketing](https://reader038.vdocuments.us/reader038/viewer/2022103114/5553905eb4c905ba078b4b70/html5/thumbnails/35.jpg)
Virtuosa NewsletterClear calls to action. Links to Social Media. Short section titles. Brand recognition carried over. Employee spotlight
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NEWSLETTERS – MORE THAN AN EMAIL
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PEOPLE WANT TO HEAR FROM YOUhttp://www.flickr.com/photos/mwkw/310223707/
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MAKE IT EASY TO STAY IN TOUCH
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WIZARDS NEED NOT APPLYhttp://www.flickr.com/photos/dunechaser/1228011889/
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Newsletter to Landing Page
Don’t leave it up to the user to figure things out. Your business is not a puzzle
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GIVE PEOPLE WHAT THEY WANThttp://www.flickr.com/photos/soggydan/3587602667/
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IT MAKES THEM HAPPYhttp://www.flickr.com/photos/xanboozled/3197826939/
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AND THAT WILL MAKE YOU HAPPY!http://www.flickr.com/photos/rosengrant/3370782464/
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IT’S ALL ABOUT TIMING
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SCHEDULE YOUR NEWSLETTERS http://www.flickr.com/photos/don3rdse/3209281471/
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EVENT FOLLOW-UPhttp://www.flickr.com/photos/eschipul/3305122874/
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SPAM IS EVILSpammers are making marketers do their job better!
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WHY IS MY NEWSLETTER GOING TO SPAM?http://www.flickr.com/photos/hollyclark/465593675
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Subject lines
BAD:Win a FREE home in our home giveaway
today!!!!GOOD: Enter The Wayne Osteen raffle for a new
home drawing!
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Trigger words & phrases
freetrail
no costno catch
take action nowcharges
savewinnermailto
http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm
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Heavy Formatting
This is what really bad heavy formatting looks like in a newsletter and thiswill cause your newsletter to get stuck in the queue or go straight to a spam folder.
This is not good because you really want to get yourmessage out and change the world, RIGHT? Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Praesent laoreet faucibus orci elementum cursus. Phasellus
sapien massa, posuere vitae porttitor vel, mollis ac felis.
Fusce viverra nulla id liEet nunc eros. Nullam euismod posuere augue utlobortis.gula malesuada ullamcorper. Sed
Cras pellentesque ante nec ligula consecteturFringilla.
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You need clean HTML
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Don’t send just an image
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Check for junk code
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Test your newsletters
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WHAT DID WE LEARN?http://www.flickr.com/photos/naztrida/2862505972
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DOS AND DON’TS OF NEWSLETTER DESIGNhttp://www.flickr.com/photos/jamiemckerral/3210027714/
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TARGETING NEWSLETTERShttp://www.flickr.com/photos/geoffeg/175558343/
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TIMING NEWSLETTERShttp://www.flickr.com/photos/daveduke/3567204954/
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WHAT TRIGGERS SPAM FILTERS?http://www.flickr.com/photos/sammy-naas/2292433070
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QUESTIONS?
Kim Hodgson / Jason McElweenie Schipul – The Web Marketing Company
Kim’s Personal Brandhttp://www.inkoluv.com and http://www.facebook.com/inkoluv
Jason’s Personal Brand http://www.canerican.com/ and http://www.lowendtheory.net/