E-Newsletters: Publishing = Marketing

E-Newsletters: Publishing = Marketing
October 24, 2006email/enewsletters
newsletters/enewsletter
Is there a Difference?The World of Print
Letter
"If you can't make
your point in one
News Letter
page or less, you
aren't ready to
write the letter."
A newsletteris a regularly
distributed publication
generally about one main
.Business letter
.Rejection Letter
topic that is of interest to its
.Chain letter
.Recommendation
subscribers. Many
.Epistle
letter
newsletters are published by
.Hate mail
.Reference letter
clubs, societies, associations,
.Introduction
.Love letter
and businesses, especially
letter
.Open letter
companies, to provide
.Junk Mail
.Poison pen letter
information of interest to
.Letter of
.Letters patent
credence
.Letter of marque
their members or
.Letter of credit
.Letter of inquiry
employees.
.Query letter
3The World of "e"
email
eNews
Enewsletters add an
entirely different
dimension to messaging
email is more conversational than
The purpose of an
enewsletteris to inform
traditional paper-based media.
readers of updates to
the site and/or provide
information relating to
1.
Business email
the site's topic.
2.
Chain email
Newsletters are also a
3.
Hate mail
factor in building and
4.
Introduction
maintaining a
relationship with the
email
subscribers by
5.
Junk email
reminding them of the
6.
Service email
site, urging them to
7.
Event email
return.
4True or False?
1."E"newsletters are less
expensive to S pE
Lroduce than
traditionalFA Newsletters.
2.Newsletters have a better
chance of b LeS iE ng received by
the recipieFA nt.
3."E"newsletters have a better
UE
"pass-along TR "rate.
4.Newsletters typically drive
E
more opt-in TsR U than sales.
5How the enewsletterhas Evolved
.
5 years ago; an effective enewsletterwas
all about the creative.
.
1 year ago, an effective enewsletterwas
all about permission
.
6 months ago, an effective enewsletter
was all about delivery
.
Today.
6Today's enewsletter
Todayyour effective enewslettermust encompass:
.
A well defined Registration/Opt-in
environment (not just Permission)
.
A positive Content Reputation inclusive of
both Layout and Design (not just Delivery)
A recent study by Return
.
An extentionof engagement onto the
Path
Website (not just the inside the enewsletter)
shows that the average
enewsletterreader spends
51 seconds on the content
7Addressing these three critical aspects that
define the future of your successful enewsletter:
---CONTENT GURU--Jim Gawley, Vice President
eMedia, Forbes Advertising & Marketing Group, Inc.
---DELIVERIBILITY AND RENDERING EXPERT--
Deirdre Baird, President & CEO, Pivotal Veracity
---ENGAGEMENT WHIZ-Paul Beck, Senior Partner and
Executive Director of Interactive Marketing and
Advertising, Ogilvy InteractiveContent Tricks that Enhance your enewsletter
Performance
October 24, 2006Registration Info Is Your Key to the Future
.Plan for the future of your
enewsletter program, not just
for today
.What "not to ask"just as
important as "what to ask"
.Ongoing monitoring of
registration info often suggests
the need for content
modification
.Registration info is your key to
future segmentation both online
and off
.Clearly state privacy policy
10Relevancy Builds Relationships
.Sources of content are limitless
.Retailers sometimes overlook
enewsletter benefits
.Feature corporate content and
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