Using a Newsletter to Bolster Your Marketing Efforts
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Using a Newsletter to Bolster Your Marketing Efforts
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- Thank you every one for joining this today. We are going to get started in a few minutes.. We have a guest speaker today, we are absolutely very excited , and we have a few people already on the line. we are just going to wait about 3 more minutes to let a few more people hop on the line. Thank you
- Alright, before we begin today.. First of all, thank you very much for joining us. This is a webinar exclusively for interlinkONE customers… I promise you, we are going to do a lot more of these! Some of them will be in-depth overviews of how to do things in our software, others will be like this… Certainly, I want you to use interlinkONE’s software to do and measure your newsletter, but this webinar is designed to help you get it done regardless of the technology. During the webinar, if you have questions, please sumbit them using the feature in the GoTowebinar application. At the end, I will try to leave some time to answer those. Also, we will be recording this, and will make the recording available to you early next week.
- Alright, first just to introduce myself…… I work primarily in the marketing department now.. In the 12 years I’ve been here, I started as a developer, worked with customers, and am now focusing on marketing. So… if you feel pains in trying to get yoru newsletter out, I think I can relate a bit!
- I have a very special guest… Heidi Rains Marketing Manager for PrintingCenterUSA.com She has gained work experience across a broad spectrum of fields, including business research, marketing, management, and content writing. Heidi works at Printing Center USA, where she has dedicated her time as both a Marketing Manager and content writer for 4 years. She has managed all aspects of Printing Center USA’s monthly newsletter from content creation to list management for 4 years.
- • How to build a list of newsletter subscribers • How to find & create content for the newsletter • Picking a template • What to Measure • Ideas for A/B Testing
- Alright,…. So an email newsletter… here’s one approach.. This is what we primarily do… it covers a variety of topics. We average about 5 atricles per issue, usually differing topics. We also use the left navigation side to share links to recent videos, pictures, and information on events. We show a blurb on the article, then link to it on our website so they can read the whole thing.
- Here’s another approach…. Focus each enewsletter on one topic only! In this case, you provide the whole article in the email. Now my first advice on this would be: make sure that article is on the web too! That will help your SEO, it will allow people to find it and share it easily on your website… I’ve also seen people do a combination.. Where they have a newsletter with 5 articles or so, all on the same theme.
- Allows you to drip relevant content to prospects and customers on a regular basis… keeps you front of mind… it’s not a hard sell, but it is a way to share information about you, about how you treat them… Think about the people you have in your sales funnel. Perhaps you don’t want the reps hounding them every day.. And maybe you don’t have $$ or resources to send them hardcopy information every week. A newsletter can hit them at the right time, and get the conversation going.
- Here’s another reason why you want to do it… okay, normally when you see this slide, it’s indicating all the different ways that people can consume information. But in this case, that’s a good thing!! With all of these devices and channels, it increases the ways that people can consume your content! So … it’s up to you.. Are you creating content and giving people the change to read it and interact with it.
- Now these are great stats. Of course, you know us at interlinkNOE! It’s gotta be multi-channel. So before you ditch all of your other channels, note this Nielsen study last August showed that the amount of Internet time that Americans spend on e-mail dropped 28% year over year, to 8.3%.
- Now , even if we know it works , and we should do it.. 2 challlenges that we may have are……. Doing it each month… creating the content, and then finding the time… right, you have your normal work to do.
- Heidi Rains Marketing Manager for PrintingCenterUSA.com Heidi Rains graduated with bachelor’s degrees in both Business Management and Marketing from Portland State University. She has gained work experience across a broad spectrum of fields, including business research, marketing, management, and content writing. Heidi works at Printing Center USA, where she has dedicated her time as both a Marketing Manager and content writer for 4 years. She has managed all aspects of Printing Center USA’s monthly newsletter from content creation to list management for 4 years. And now, I’ll turn it over to heidi
- Thank you so much Heidi… Possible questions: ---do you look at reports to see what articles or topics are popular? -- what days/times do you send it out, or is it just when you can get to it? - do you bother with the HTML? - do you ever promote videos in the newsletter?
- Thank you so much Heidi Now, over the rest of the webinar, we’re going to focus on some best practices that will allow you to get a newsletter in your marketing mix. First,.. Content!
- So, what the heck can you write about!? You can see the list that we have here…. Case studies, success stories, news.. I’d like you to ask yourself this ---- when you receive newsletters from other companies, what do you enjoy? What sort of content? One thing that may work is just sit in a conference room for a little bit, make a list of topics that you want to cover over the next few months… social media? QR Codes? Tech tips? Employee spotlights? Keep that list handy! When ideas hit you, jot them down. You don’t have to write the whole article at that moment. I actually use my iPhone for this a lot.. When an idea hits, I go to the Notes app, jot it down, whatever I can think of. Then, when I need cotnent, I hit that.
- One challenge you may have internally is finding out what news is happening!! What success stories are there, what new products, what are your employees doing..
- Other people are providing helpful content… Heidi mentioned P.O.D.i There’s DM News, Multichannel merchant.. Lots of print and marketing magazines… you can use your newsletter to link to those articles, or perhaps to comment on what that news means to your customers and prospects.
- Here’s one tip: how do you find atricles? Google Alerts…
- GreatReachInc.com Provide content, services for execution.. On variable data, personalization, hot print topics, and more. Please check them out
- One more tip… I just received this book a couple of weeks ago. It’s awesome!! Excellent advice on creating content.
- FreeEMailTemplates.com
- - using popular marketing words - the sending mail server is listed with dnswl.org with low trust (it occasionally sends spam) - your message mentions millions of dollars - you used dollar signs and exclamation marks in your content - you used the term "absolute" in the body of your email, which Outlook considers spammy - or you used the term "free" with exclamation marks
- First, we’ll talk about the one that you might be the most familiar with… the Opens. Now, this stat is not as important as you may have originally thought. Just because someone’s email client downloaded the images from your email, it doesn’t mean that they care about it, that they opened it, that they want to learn more about your company. But.. It does at the very least give you some sort of indication as to interest. At least as a first step.
- You can track who opted out from what email. This might help you get an indication as to if topics weren’t appealing, or if your list is bad, or if timing is bad. It might hurt to look at this, but you’ve gotta do it!
- Now, opens and clicks are great.. But in the end, we need to make conversions.. Whether this is lead generation or purchases. There are ways with using a lot of the tools that Google provides to track your links in your website from the email.
- Another thing that you can do in measuring is Testing! Right, we want to be the experts… testing can help us truly know what works. Here’s one way, with the Subject line Split the list in half, try it out… measure, learn, move forward.
- Litmus – testing them a