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More data on this topic available from:: The Rapid Rise of the Un-Newsletter By Jeff Cram, Managing Director & Co-Founder ISITE Design Monday, February 25, 2008
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The Rapid Riseof the Un-Newsletter
By Jeff Cram, Managing Director & Co-Founder
ISITE Design
Monday, February 25, 2008
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About ISITE Design
Full service interactive agency
Founded 1997
45 employees
B2B services company
Rely on word of mouth marketing
Boston, Portland Oregon, Dallas
Fanatical Red Sox fan
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The Agency ofWorld Wrestling Champions
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The Agency ofRock & Roll Legends
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El Problemo
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My Friend Casey
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The Status Quo
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The Old Formula
Personal Text Email From President
Frequency: Shoot for every month
Settle for every 6 weeks
Paragraph 1: Seasonal Intro (mention the weather)
Paragraph 2: List new Hires
Paragraph 3: Highlight cool new project launch
Paragraph 4: Call to action
Personal Signature Block
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Our Tiny (Yet Terrific) List
3,000+ Contacts
Prospects
Customers
Friends,
Partners,
Industry Peers
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Epiphany #1
Every Email is a
Brand Interaction
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Epiphany #2
Our people have
personality. Our
brand did not.
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Epiphany #3
Creativity Trumps
Conventional Email
Marketing Wisdom
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Juicing the Brand
At what point do the
incremental 1% lifts
start to erode your
company brand?
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ISITE Insight Was Born
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Delivered Every Full Moon
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The Content Strategy
Web
Strategy
Sage
Advice
Delight
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Invest in Original Content
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Have a Point of View
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Align with Services
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Be Interesting
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Adding Delight – Below the Fold
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Adding Delight – Below the Fold
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Adding Delight – Below the Fold
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Involving the Entire Company
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Engaging The Reader
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Tell the ISITE Design Story
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Finding Our Inner Geek
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The Process
Brainstorm Topics
Solicit Staff Bookmarks & Content
Write & Edit Feature Story
Commission Custom Art/Illustration
Research & Write rest of newsletter
Produce HTML & Supporting Graphics
Review
Test & Deploy
Total Time Investment: 40-60 hours per month
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The Results
MarketingSherpa Email Award!
5% organic list size gains
Improved click to open rate 30-50%
Memorable brand impression
Employee pride & Improved recruiting
Doubled company size in 2 years
Invited to Miami in the middle of a New
England winter
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The Real Value
“Thank you for putting
good content in my inbox.
I actually look forward to
receiving your email.”
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The Real Value
“I looked up at the sky,
saw the moon and
started to look for
your email.”
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The Real Value
“Your newsletter is the
reason we invited you to talk
about our project today.”
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Extending the Insight Brand
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Extending Thought Leadership
CMS Myth: New Blog in 2007
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What’s Next?
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Credits/Thank You
Jeff Cram
ISITE Design
617-401-2295
www.isitedesign.com
Sign up at
www.isitedesign.com/insight
