improving your enewsletters
TRANSCRIPT
“Getting the best out of Email Communications”
Matt HaworthDigital media producer at Reason Digitale [email protected]
Tweet @reasondigital
“Getting the best out of Email Communications”
Matt HaworthDigital media producer at Reason Digitale [email protected]
Tweet @reasondigital
Single ask:
Classic round-up:
Rule 1 - Interest“The first rule of email
newsletters is don’t mention email newsletters”
Rule 1 - Interest
Rule 2 - Objective
“Sending a news roundup every
month just because ‘that’s what we do here’ isn’t enough”
Rule 2 - Objective
Get more volunteers?
Sign a petition?
Find new service users?
Raise awareness particular cause?
Rule 3 - Call to action
“CTAs should be short, focused on
the end result, and have immediacy”
Rule 3 - Call to Action
Rule 4 - Be Personable“You’re a real
person, you just happen to be
emailing a thousand people instead of
one”
Rule 4 - Be Personable
Rule 5 - Segment & Target
“Think how long you devote to each e-mail in your inbox. At most it’s probably a couple
of minutes”
Rule 5 - Segment & Target
Supporters mailing list
Commissioners mailing list
Rule 6 - Do it by the book
“Sending people messages they don’t want to receive isn’t going to do anything
for you”
Rule 6 - Do it by the book
Rule 7 - Time it right
“The most important kind of timing for your
campaigns is frequency”
Rule 7 - Time it right
Rule 8 - Monitor & optimise
“Watching how figures change with each
campaign will give you the insight you need to
steer your communications”
Rule 8 - Monitor & Optimise
Rule 9 - Don’t talk about viagra
“Spam filters aren’t perfect…”
Rule 9 - Don’t talk about Viagra
Rule 10 - Empathise“It’s shocking how
many people in charge of writing newsletters don’t subscribe to any”
Rule 10 - Empathise
Recap
Be interesting
Have purpose
Call them to act
Be personable
Be frequent
Segment & target
Know the rules
Measure & optimise
Spam test
Empathise
Thanks for listening.
Any Questions?e [email protected]
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