1. 1. e-Newsletter Best Practices By Landry Butler
2. 2. Best Practices:Overview
   • Respect your audience's time
   • 3. Keep it simple
   • 4. Monitor your results
3. 5. Best Practices:Audience
   • Average reader spends 51 sec. reading the average newsletter
   • 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
4. 10. Best Practices:Deliverability
   • Include a prominently placed white list request
   • 11. Send newsletter at regular intervals
   • 12. Send newsletter at an appropriate time
5. 13. Best Practices:From Line
   • Easily recognizable
   • 14. Sender clearly identified
   • 15. Consistent from issue to issue
   • 16. Contains both a display and an actual from address
   • • Eg: MyCompany
6. 17. Best Practices:Subject Line
   • Engaging and benefit-oriented
   • 18. Features something unique to current issue
   • 19. Most important information goes first
   • 20. Avoid spammy words
7. 21. Best Practices:First Screen
   • Recognizable logo or company name in prominent place
   • 22. Table of contents for each issue
   • 23. Link to read newsletter online
8. 24. Best Practices:Content
   • Engaging and benefit-oriented
   • 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
9. 28. Best Practices:Look and Feel
   • Engaging and attractive design
   • 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
10. 33. Best Practices:Footer
    • One-click unsubscribe link
    • 34. Link to subscription management page
    • 35. Postal address for sender
    • 36. Senders copyright notice
11. 37. Best Practices:Benchmarks
    • Deliverable rate
    • 38. Open rate
    • 39. Click through rate
    • 40. Conversion rate
    How many valid email addresses received the complete newsletter?
12. 41. Best Practices:Benchmarks
    • Deliverable rate
    • 42. Open rate
    • 43. Click through rate
    • 44. Conversion rate
    How many times was the newsletter viewed?
13. 45. Best Practices:Benchmarks
    • Deliverable rate
    • 46. Open rate
    • 47. Click through rate
    • 48. Conversion rate
    How many times were links in the newsletter clicked on?
14. 49. Best Practices:Benchmarks
    • Deliverable rate
    • 50. Open rate
    • 51. Click through rate
    • 52. Conversion rate
    How many registrations, memberships or other actions were generated by this newsletter?
15. 53. Best Practices:Benchmarks
    • Use dedicated software to track response rates and simplify your life
16. 54. Best Practices:Summary
    • Respect your audience's time
    • 55. Keep it simple
    • 56. Monitor your results
17. 57. Best Practices:References
    • E-Newsletter Best Practices
    • • By Landry Butler
      • 58. www.slideshare.net/landrybutler
    • E-mail Newsletter Usability
    • • By Jakob Neilsen
    • • www.nngroup.com/reports/newsletters/
    • Ten Email Design Best Practices
    • • By Don Nicholas and Jeanne Jennings
      • 59. Mequoda Daily
    • • www.mequodafree. com
    • Larry Chases 12 Best Practices e-newsletters
    • • http ://www.wdfm.com/email-best-practices.php