e-mail newsletters in a web 2.0 world · rss --rss services, like feedburner, now offer delivery of...
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Get There. With CMP.
E-mail Newsletters In A Web 2.0 WorldE-mail Newsletters In A Web 2.0 World
Stephen Wellman, TechWeb Network
CMP
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About CMP & The BTGAbout CMP & The BTG
CMP is a media and marketing solutions company
serving the technology industry.
Business Technology Group – Reaching enterprise
IT decision makers.
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The Value Of E-mail Newsletters ForThe Value Of E-mail Newsletters For
PublishersPublishers
For Readers For Publishers
Value-adds:
Enhances value perception of brand
Provides convenience
Monthly, weekly and daily NL choices
provides industry coverage and
assortment
Distribution:
Efficient method of distributing new
content
Conditions readers to be loyal
Can stimulate additional newsletter
subscriptions
Value-content:
Allows readers to stay current
Stimulates reader interest
Provides for passive interruption
Consumption:
Increases frequency of editorial
consumption
Drives unique users back to targeted
areas of web property
Emotional benefit:
Readers can forward articles and be
seen as ‘current’ by peers and colleagues
Revenue:
Drives page views (PVs), ads
monetized on PVs
Monetizes content via ad positions and
sponsorships within NL itself
Provides marketing vehicle for driving
attendance to live & online events
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TechWeb NewslettersTechWeb Newsletters
Newsletters At A Glance: 2007 To Date
TechWeb Newsletters Average Click-Through Rate
2006: 4.9%
TechWeb Newsletters Average Click-Through Rate
2007: 7.2%
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Get There. With CMP.
E-mail Newsletters & Web 2.0:
Friends Or Foes?
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Challenges Posed To E-mail By Web 2.0Challenges Posed To E-mail By Web 2.0
E-mail as a channel is challenged by key trends:
Spam -- While spam was on the decline for almost two years, it’s back in
the news and people are, understandably, annoyed.
RSS -- Real-time syndication is a format for distributing content online.
This technology, and similar technologies like XML and ATOM, are
predicted to eventually replace the need for e-mail newsletters and other
published e-mail content.
Blogs -- Blogs have taken the place of e-mail newsletters for some
readers, especially for tasks like content aggregation or market
leadership.
Search -- The continued growth of news aggregators like Google News
make it easy for users to get the latest news and updates without having
to rely on old-school e-mail newsletters.
Gen Y -- Gen Y, or the generation known as the millenials, don’t use e-
mail as much as we do. As they move into the workforce, they will use e-
mail and e-mail based products, like newsletters, less than their
predecessors.
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Not As Competitive As You ThinkNot As Competitive As You Think
Turning Challenge Into Opportunity
RSS --RSS services, like FeedBurner, now offer
delivery of their content through, you guessed it, e-
mail newsletters. A large percentage of Feedburner’s
readers access their RSS feeds through e-mail.
Blogs – Many of Feedburner’s RSS clients are blogs.
These blogs rely on Feedburner’s newsletters to
distribute their content to their readers.
Search – Google News uses its custom e-mail
updates to drive traffic to aggregated news.
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Not As Competitive As You ThinkNot As Competitive As You Think
Automation Is The Key
The one factor all these newsletter services share in common –
Feedburner, Google News, blog newsletters – is
automation. These newsletters are created by systems
build into the sites. They are NOT built manually.
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What I Want, When I Want It, How I WantWhat I Want, When I Want It, How I Want
ItIt
Web 2.0 Is All About The User
Web 2.0 is about giving users more power.
E-mail newsletters that thrive in a Web 2.0 world
will give readers more choices.
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How To Give Your Readers What TheyHow To Give Your Readers What They
WantWant
Topical – Make your existing newsletters more topical.
Newsletters that target a more narrowband topic will
perform better than those that target a wider audience.
Never forget your brand.
Give your readers more options. Give them daily
newsletters, weekly newsletters, and real-time newsletter
updates.
Integrate your newsletters with your overall online offerings.
Make it easy for readers to sign up for RSS, newsletters,
Webcasts, etc., in one place.
Always work to improve your products.
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Get There. With CMP.
The Virtuous Cycle: How To Make Your
Newsletters Work
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E-mail Newsletters: The Virtuous CycleE-mail Newsletters: The Virtuous Cycle
Source: FulcrumTech -- http://www.fulcrumtech.net/email-marketing.html
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Step 1: MetricsStep 1: Metrics
Industry Averages For B2B E-mail Newsletters
Average Click-Through Rate: 5 to 6.5%
Average Open Rate: 20-22%*
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Step 2: ObjectivesStep 2: Objectives
Meet industry averages. If don’t meet them, get there. If
you do meet them, beat them.
Always improve. Target at least 10% improvement year-
over-year for each newsletter.
Manage to click-throughs over all other metrics. If
readers are clicking, they’re opening. And if they’re
clicking they’re interested. Translates to more page
views, more ad sales, etc.
Know the purpose of each newsletter. Make sure you
define editorial and business objectives for each
product.
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Step 3: List Development IStep 3: List Development I
Challenge
How do you grow e-mail lists in the age of spam
and e-mail fatigue?
Consult
Solution
Offer Benefits For Each Newsletter And Target
Readers Outside Your Current Readership
Create a universal newsletter offering and
target across your sites
Create individual brochure pages for each
newsletter
Use search engine optimization, search engine
marketing, and search engine ad buys to drive
traffic to your newsletter Websites.
Accountable
Integrate
Results
Always monitor your lists
Set growth targets
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Results
Cutting dead wood keeps performance high
Dead wood doesn’t just drag down
performance, it also raises your risk for
spam ratings
Cutting dead wood cuts costs, it costs
money to deliver e-mail to people who don’t
want it
Challenge
How do you maintain high performance while
growing your e-mail lists?
Consult
Integrate
Solution
Identify Old Subscribers Who No Longer Click
On Newsletters And Cut Them
Monitor your e-mail newsletter lists
Identify “dead wood” (aka non-clickers)
Churn deadwood every six to nine months
Accountable
Step 3: List Development IIStep 3: List Development II
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Step 4: Content IStep 4: Content I
Successful e-mail newsletters do all the following:
Informative: E-mail newsletters keep users up to
date (mentioned by two-thirds of the users).
Convenient: They're delivered straight to the user's
e-mail inbox and require no further action beyond a
simple click.
Timely: They offer current information and
convenient delivery.
Concise: They deliver must-know information
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Step 4: Content IIStep 4: Content II
Recipe for a Killer NewsletterRecipe for a Killer Newsletter
Leadership and Guidance
Relevant Subject Lines: Each Word is Critical
Descriptive Headlines
Synthesizes What’s Important and Why It Matters
Cut the Fluff
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Step 5: DesignStep 5: Design
"It is the pervading law of all things
organic and inorganic,
Of all things physical and metaphysical,
Of all things human and all things super-
human,
Of all true manifestations of the head,
Of the heart, of the soul,
That the life is recognizable in its
expression,
That form ever follows function. This
is the law.”
-- Louis Sullivan, Architect & Inventor Of
The Skyscraper (The Building, Not
The Online Ad Unit)
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Step 5: Design IIStep 5: Design II
Elements Of A Well Designed NewsletterElements Of A Well Designed Newsletter
Easy to read and easy to scan
Not too long -- No more than 3 pages
long
Consistent creative & experience with
Website
Can be easily read across all formats --
Outlook, Notes, Gmail, Yahoo, Hotmail,
Mobile
HTML vs. Text -- HTML is still king, but
this may change in the next few months
Always experiment with design -- What
works today may not work next year.
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Step 6: DistributionStep 6: Distribution
E-mail newsletter distribution is all about three factors:
E-mail lists – if you don’t practice solid development, forget
about it
Email service provider
DNS and IP addresses
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Step 6: Distribution IIStep 6: Distribution II
Clean & current lists -- See earlier slide on list development
Choose your e-mail service provider carefully -- Monitor
your DNS (make sure you’re not being associated with
spammers, etc.)
Monitor your spamlist status -- ESP should do this, but do
this on your own too.
If your deliverability drops below 90%, sound the alarm
Always watch copy -- Make sure your editors and your
content avoid certain words
Keys To Successful DistributionKeys To Successful Distribution
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Get There. With CMP.
Thank youThank you
Stephen Wellman
Editorial Director Of E-mail
Newsletters & Business Mobility
TechWeb Network
Voice: +1 212 600 3142
E-mail: [email protected]
Blog: www.overtheair.biz
Newsletter: www.grokongoogle.com