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Copyright 2008 – eMarket2 Copyright 2009 – eMarket21 www.emarket2.com
5 Top Tips forImproving your eMail Newsletter
Design& Performance
ByColin Cunningham
Business Development ManagereMarket2 Ltd
Parkview Business Park, Chineham, Basingstoke
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eNewsletters – are they worth it?
• 62% of marketing executives surveyed say that email newsletters are tactics that are a part of their 2009 marketing strategy. - Datran Media "3rd Annual Marketing & Media Survey Results" (2008)
• 49% of email marketers said their newsletters routinely justified themselves. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
• 24% of marketers rated sending one newsletter to customers and another to prospects tests as "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)
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Is it a numbers game?
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Methodology (3) – Naomi to prep and pitch
Process Pyramid – for in-scope activities
5 Steps to successful eNewsletters
Audit1
Refin
e
2
3
4
5
Design
Test
Build
Release
Refin
e R
efin
e
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Audit First
What’s the point?
What’s the content?
Why the style?
Where’s the journey?
What’s the workflow?
Where’s the promotion?
What’s the fulfilment?
What are the risks & results?
What’s the landscape?
Who’s the audience?
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Design Second
• Develop concepts
• Create visuals
• Present samples
• Refine designs
• Approve & test…
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Avoid Inbox Pitfalls …
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Getting it right …
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Test Third
Workflows Journeys
Relevance Results
…then refine
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Build Fourth - Best Practice Relevant
Actionable
Differentiated
Optimised
Personalised
Integrated
Compliant
Viral
II-Way
Measurable
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Release & Refine Fifth
Coaching & Support
Toolkits - standardised yet individualised
Goals & Controls
Toolkits - integrated &
efficient
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Review Content Responsiveness
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Methodology (3) – Naomi to prep and pitch
Process Pyramid – for in-scope activities
Audit1
Refin
e
2
3
4
5
Design
Test
Build
Release
Refin
e R
efin
e
5 Steps to successful eNewsletters
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Don’t leave it to chance
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QuestionsVisit us at Stand 50 on the 2nd Floor
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