Know-How Exchange : E-Marketing

Steve,
The ones we do are very effective. Really can't share them because they contain proprietary info.

A few guidelines:
1) Not so product oriented. Those get filed quickly
2) Should fit in one "preview" screen
3) Avoid pictures but if you can't put them at the bottom. Nothing is worse than a black space with a red "x"
4) Quirky works.


Hope that helps.

Michael

Steve:

The most important thing is that a newsletter contain //news//, or something I can try that will my my job/life better.

It's also important to //offer// readers something occasionally in your newsletter: 20% off the first project, a white paper, a $30 Starbucks card.

Sell if you must, but limit the pitch to a few lines below the news.

John

Well, my first thought was Before and After magazine: https://www.bamagazine.com/

It's more about DESIGN than CONTENT, but you might spot some good e-newsletter examples if you scout around.

Shelley

Hi,
I don't have any samples handy, but I thought this info might be helpful. I put this together for a company that had over 200 eNewsletters. Not all of it applies to your needs, I'm sure, but might be useful nonetheless. Since in this case all the eNewsletter content was lifted ("repurposed") from existing content on the site, the goal was to provide only short abstracts linked to the full content on the site. Not all eNewsletters use this mode, of course. But it's a great way to drive traffic to the site.

I have another document I'll post in another comment.


NEWSLETTER CONTENT BEST PRACTICES

The purpose of an eNewsletter is to:
• Inform readers of updates to the site
• And/or provide information relating to the site's topic.
• eNewsletters also build and maintain a relationship with the subscribers by reminding them of the site, urging them to return.

A. CONTENT
• Optimize content for the Preview Pane (Return Path, Sherpa, EmailLabs)
• Include a well defined mix of relevant content and company information; exclusive content works well in eNewsletters (OgilvyOne, Return Path)
• Make it easy to skim through, with short paragraphs, bullet points and ample white space (EMarket2
• Except in rare circumstances, keep stories/abstracts short—200 characters max—with headline and “read more” links to full story on site (EmailLabs, Return Path)
• Use images judiciously to support the content, but not overuse them (Emarket2).
• Should be agnostic; 3rd party content increases trust.

Results: Increased CTR
When: Some immediate lift, more as readers develops trust and perceive value.

B. ENGAGEMENT FEATURES
1. Interactive
• Promote interactivity and community-building by including things like surveys, polls, links to discussion boards and ways to provide feedback to/communicate with the editor(s).
• Include blogs in a prominent position; post headline and abstract, conform to abstract rules.
2. Headlines:
• Put most compelling words in left 1/3 of line (Eyetrack III)
• Limit headlines to 60-65 characters, as human eyes don’t comfortably read wider. (Sherpa)
3. Calls to Action:
• Links that are in effect calls to action should use call to action text. Don’t say “Click Here” Say “Get The Podcast.” (EMarket2)

Results: Increase CTR
When: Immediate

C. DELIVERABILITY AND RENDERING
Always use our Delivery Assurance Tool, (officially called Sender Score Monitoring Suite) to check how html and images will render in major email clients; check for code errors, possible spam words, and more

Results: Higher delivery rates, Open Rates and CTR
When: With a high score in the tool

D. FOOTER
The footer must contain CAN-SPAM compliant basic service and administrative links; Numbers 1, 2, and 3 must be in the order listed. The rest are in logical order and should follow suit, though layout can be designed rather than merely listed:

1. You are receiving this e-mail because you have requested either a newsletter or a magazine from
2. You are currently registered to receive [pub]'s e-mail newsletters at [name@domain.com]
Subscribe to [pub]'s e-mail newsletters
3. Unsubscribe from [pub]
4. Update Your Information
5. Free Print Subscription
6. Privacy Policy
7. QUESTIONS?
a. If you need further assistance with your newsletter subscription, please contact our Online support staff.
b. Send editorial questions about this newsletter to:
c. Send advertising questions about this newsletter to:
d.
8. complete company address

Here's the other document I mentioned. Again, not all applies, and like all "best practices", they are not the tablets from the heavens--there are plenty of times when it makes more sense to not conform to every rule.

I forgot to mention that the citations I used are all good sources of emarketing information. However, I did this 2.5 years ago, so some of them may be gone by now.


NEWSLETTER ENGAGEMENT DRIVERS BEST PRACTICES

The Drivers: FROM Line, Subject Line and Preview Pane

1. FROM Lines:
• The text in the from line is best formatted as Brand+Newsletter name.
• The actual From email address is best as <Newsletter>@email.<Brand>.com

Result: Increase open rates
In a recent Return Path study, 55.9% of respondents cited knowing and trusting the sender as a key reason they will choose to open an e-mail. (Also Chief Marketer)
When: Some Immediate, more over time, depending on frequency

2. Subject lines
A. Content
• Engaging and benefit-oriented. Answer the question “What’s in it for your reader?” whenever possible.
• Feature something unique in the current issue
• Focus on one or two of the most compelling topics in an article, don’t make it a run-on list of topics
• Doesn’t sound “spammy”
B Requirements
• Put the most compelling words in left 1/3 of line (Eyetrack III)
• Must be under 50 characters, rare exceptions; even fewer is better, since some email clients will only display 35 characters. Recent study by MailerMailer indicates even clicks increased with short subject lines of 35 characters or less. (EmailLlabs, Return Path, Subscriber Mail, Benchmark Email, DMA)
• Do not repeat newsletter name, include the date or other non-topic related elements

Result: Increase Open Rates and CTR; shorter subject lines can increase OR by 12-13%, and CTR by up to 75% (Return Path, MailerMailer)
When: Immediately on implementation

3. Preview Pane
Must include these four elements:
1. A link to an online version of the newsletter (Larry Chase, Marketing Sherpa, Return Path, others)
2. Whitelisting instructions (Larry Chase, Marketing Sherpa, Return Path, others)
3. Branding--a recognizable logo (or in the case of a text version, a brand or company name) in a prominent position (eMarket2).
4. Editorial Content: A TOC, Part or all of a Lead/Feature story abstract with strong headline. Avoid too much text in pane, readers want to skim. (Return Path, Sherpa,
EmailLabs)
Notes:
• Header should be no more than 60 pixels tall.
• Leader board ad tag should never be placed above header; header always first.
• If the header and leader board tag is in place, avoid additional images (eMarket2)
• If you can, add alt-text tags to counter image suppression (Sherpa, Sparklist, Return Path, OgilvyOneWorldwide)

Results: Increase CTR
When: Some lift immediately on implementation, more over time.