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Send Your Message to the Masses. WELCOME! Enter your name in the chat window for attendance. Getting Started with Email Newsletters. March 5, 2014 Emily Pitts, CAES OIT. Email newsletter overview. This session will cover: E-newsletter basics Selecting an e-newsletter service

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Getting started with email newsletters

Send Your Message to the Masses

WELCOME!

Enter your name in the chat window for attendance

Getting Started with Email Newsletters

March 5, 2014

Emily Pitts, CAES OIT

Send Your Message to the Masses : : Getting Started with E-Newsletters


Email newsletter overview
Email newsletter overview

Send Your Message to the Masses : : Getting Started with E-Newsletters

This session will cover:

E-newsletter basics

Selecting an e-newsletter service

Working with subscription lists

Planning your newsletter series


E newsletter basics
E-Newsletter basics

Send Your Message to the Masses : : Getting Started with E-Newsletters


Basic definitions
Basic definitions

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • HTML email

  • Email newsletter service

  • Subscription list

  • Campaign

  • Email client


Html email why do it
HTML email… Why do it?

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Visually appealing

    • Include your logo

    • Include pictures

    • Help focus attention

    • Professional

  • Message straight to user’s inbox

    • No additional software

    • No attachments necessary

    • Link to more info or include it all in the message


What makes html email different
What makes HTML email different?

Format

Email Client

Device

Send Your Message to the Masses : : Getting Started with E-Newsletters


How can an e newsletter service help
How can an e-newsletter service help?

Format

Device

Email Client

Send Your Message to the Masses : : Getting Started with E-Newsletters


What s so hard about sending bulk email
What’s so hard about sending bulk email?

SPAM!

Trash

Send Your Message to the Masses : : Getting Started with E-Newsletters


Email works like this ideally
Email works like this… Ideally.

Your

Message

Your

Email Server

Recipient’s

Email Server

Recipient’s

Email Inbox

Send Your Message to the Masses : : Getting Started with E-Newsletters


Problem 1 message never sent
Problem #1: Message never sent

!

SPAM

!

Your

Message

Your

Email Server

Recipient’s

Email Server

Recipient’s

Email Inbox

Send Your Message to the Masses : : Getting Started with E-Newsletters


Problem 2 message blocked
Problem #2: Message blocked

!

SPAM

!

Your

Message

Your

Email Server

Recipient’s

Email Server

Recipient’s

Email Inbox

Send Your Message to the Masses : : Getting Started with E-Newsletters


Problem 3 straight to junk mail
Problem #3: Straight to junk mail

SPAM!

JUNK!

Your

Message

Your

Email Server

Recipient’s

Email Server

Recipient’s

Trash or Junk Mail Folder

Send Your Message to the Masses : : Getting Started with E-Newsletters


Problem 4 return to sender
Problem #4: Return to sender

BAD

ADDRESS!

FULL INBOX!

Your

Message

Your

Email Server

Recipient’s

Email Server

Recipient’s

Email Inbox

Send Your Message to the Masses : : Getting Started with E-Newsletters


How can an e newsletter service help1
How can an e-newsletter service help?

Trash

SPAM!

Send Your Message to the Masses : : Getting Started with E-Newsletters


Selecting an e newsletter service
Selecting an e-newsletter service

Send Your Message to the Masses : : Getting Started with E-Newsletters


E newsletter service
E-Newsletter service

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Permission-based tool for mass e-mailing

  • Subscriber management

    • Unsubscribes, deletes, edits

    • Segmentation

    • Profile information

    • History of interaction

  • Campaign creation tools

  • Tracking success and monitoring problems


Which service should i use

Which service should I use?

Send Your Message to the Masses : : Getting Started with E-Newsletters


Recommended mailchimp
Recommended: MailChimp

www.mailchimp.com

Send Your Message to the Masses : : Getting Started with E-Newsletters


Mailchimp support
MailChimpsupport

Send Your Message to the Masses : : Getting Started with E-Newsletters

Text-chat

Email

Online tutorials

Webinars

Tons and tons of PDFs

Support forums


Mailchimp account resources
MailChimp account resources

Check out the MailChimp website for more information on:

  • Accounts and price plans - http://mailchimp.com/pricing

  • Terms and conditions - http://mailchimp.com/legal/terms

  • Basic overview of features - http://mailchimp.com/features

  • Resources - http://mailchimp.com/resources

  • Support Resources - http://kb.mailchimp.com

Send Your Message to the Masses : : Getting Started with E-Newsletters


Understanding subscription lists
Understanding subscription lists

Send Your Message to the Masses : : Getting Started with E-Newsletters


What s in a subscription list
What’s in a subscription list?

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • List name

  • Your contact info

  • Permission reminder

  • Per subscriber

    • Basic info: email address

    • Additional info:first and last name

    • Detailed information: birthday, address, phone, etc.

    • Interest groups: ANR, 4-H, FACS, special events, specific topics, etc.

  • Sign-up forms


How do new subscribers get added
How do new subscribers get added?

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Via web form

    • Subscriber adds self

    • You subscribe individual

    • Double opt-in

  • Import list of individuals

    • From written sign-up form

    • From migrated listserv

    • As a text document

    • As an excel spreadsheet


Working with subscription lists

You must have permission for every single address that you enter or import into your list.

Working with subscription lists

Send Your Message to the Masses : : Getting Started with E-Newsletters


Recruiting subscribers
Recruiting subscribers

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Link to sign-up forms

    • On your website

    • From Facebook page

    • In email signature

    • In targeted messages

  • Sign-up sheet at office/event

  • Invitation over the phone


Build and maintain relationships
Build and maintain relationships

Send Your Message to the Masses : : Getting Started with E-Newsletters

Trust

Use transparent language

Use email addresses only as explicitly written at sign-up

Don’t share email addresses with other people or lists

Do consider sharing a message for other people

Don’t pick up email addresses from other sources

Do consider asking other sources to plug your newsletter


Build and maintain relationships1
Build and maintain relationships

Send Your Message to the Masses : : Getting Started with E-Newsletters

Respect

Be clear about why they are receiving your message

Introduce yourself in your campaign

Reintroduce yourself if a lot of time has passed between campaigns

Allow subscribers to change their preferences

Always allow people to unsubscribe


Tips for migrating lists
Tips for migrating lists

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Did these people agree to hear from you via email? About this subject? For this purpose?

  • How old is your list?

    • Will they remember you?

    • Will the addresses bounce? Be blocked?

  • Clean it up! Look for:

    • Old email addresses

    • Mistyped email addresses

    • Generic email addresses

    • Duplicates sometimes okay(be wary if different names on same address though!)


First contact to migrated list
First contact to migrated list

Send Your Message to the Masses : : Getting Started with E-Newsletters

How should you contact them?

If they agreed to receive your newsletter: send your message from new subscription list.

If they are office contacts or very old addresses:send a regular email message with a link to sign-up, use BCC


First contact to migrated list1
First contact to migrated list

Send Your Message to the Masses : : Getting Started with E-Newsletters

What should your message say?Re-introduce yourself and your newsletter

  • New newsletter format!

  • What and why

  • Method to unsubscribe

  • Link to update subscription info


Can i subscribe a listserv
Can I subscribe a listserv?

Send Your Message to the Masses : : Getting Started with E-Newsletters

No, not the listserv address.

  • Against MailChimp terms of service

  • One person’s actions from a listserv affects everyone on the listserv

    • Change of address

    • Unsubscribe

    • SPAM (100%sure way to be blacklisted)


Can i subscribe my listserv
Can I subscribe mylistserv?

Send Your Message to the Masses : : Getting Started with E-Newsletters

No, BUT you can migrate your subscribers

Download the entire list of your subscribers.

Import addresses into your new subscription list.

Use MailChimp to manage future subscribes/unsubscribes.

Shutdown old listserv.

Good idea for your listserv?

Yes, if your listserv is only for email announcements

No, if your listserv is for 2-way communication


Can i subscribe the entire organization
Can I subscribe the entire organization?

Send Your Message to the Masses : : Getting Started with E-Newsletters

No.

Subscribing listserv addresses is not allowed.

Email addresses are not easily compiled and maintained.

Do:

Recruit subscribers from faculty and staff listservs.


How do i recruit listserv subscribers
How do I recruitlistserv subscribers?

Send Your Message to the Masses : : Getting Started with E-Newsletters

Send occasional message asking people to sign up (monthly, seasonal).

Include what the newsletter does, why they should get it, how to subscribe.

Send teaser with issue information.

Include a link to the sign-up form.

Include a link to sample newsletter (do not forward actual newsletter).


Planning your newsletter series
Planning your newsletter series

Send Your Message to the Masses : : Getting Started with E-Newsletters


Establish a distribution strategy

  • How often?

    • Frequency

    • Ability to produce

  • To whom?

    • Targeted audience

    • Multiple audiences

  • Archive?

    • Link to back issues

    • List back issues on your site

Establish a distribution strategy

Send Your Message to the Masses : : Getting Started with E-Newsletters


Craft a content plan

  • Primary goals

  • Email subject

  • Required info per campaign

  • Predictable sections

  • Articles

  • Voice

  • Links

  • Images

  • Text-only version

    http://www.caes.uga.edu/unit/octs/resources/email-newsletters/series.html

Craft a content plan

Send Your Message to the Masses : : Getting Started with E-Newsletters


Email subject
Email subject

Send Your Message to the Masses : : Getting Started with E-Newsletters

Inviting emails = more opens

  • Recognized sender

  • Personalized “to” line

  • Subject

    • Call to action

    • Preview of content

    • Relevant

    • No “spammy” language


Required info per campaign
Required info per campaign

Send Your Message to the Masses : : Getting Started with E-Newsletters


Sections articles and voice
Sections, articles and voice

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Most important article first

  • Sections: like with like

    • Subject-related (i.e. program areas)

    • Action-related (i.e. event calendar)

  • Formula for your layout

    • Article placement

    • Newsletter info placement

    • Features

  • Standard approach

    • Link out to articles?

    • Include all content?


Primary goals and links
Primary goals and links

Send Your Message to the Masses : : Getting Started with E-Newsletters

Clear actions = more clicks

Make it easy to pick out actions

Keep an eye on how many links you include

Monitor which ones are clicked, ignored, etc.

Standard links to: your site, your facebook page, etc.


Images
Images

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Image visibility

    • Most emails will be delivered with images OFF

    • Images MUST have alternative text

    • Once open, rely on text (not images) to convey message

  • Placement – with every article? sidebar?

  • Consistency – size, shape, style

  • Reuse – banner, section, etc.




Text only version
Text-only version E-Newsletters

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Organize and clean it up

  • Issue information

  • Table of contents at top

  • Indicate headings

    • Separate with lines or asterisks above and below heading

    • Allow a few extra line breaks after the end of each section

  • Don’t forget standard newsletter info at bottom


A few examples
A E-Newsletters few examples…

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Walk Georgia (HTML & text-only)

    • http://us1.campaign-archive1.com/home/?u=4cc31c1fa608a4d5b37d9e142&id=97c6956b22

  • Environmental News (HTML & text-only)

    • http://www.caes.uga.edu/unit/oes/news.cfm

  • Galleries

    • http://www.beautiful-email-newsletters.com

    • http://www.email-gallery.com

    • http://mailchimp.com/features/email-template-gallery


Mailchimp campaign resources
MailChimp E-Newsletters campaign resources

Check out the MailChimp website for more information on:

  • How can I set up an archive of my campaign?http://kb.mailchimp.com/article/how-can-i-set-up-an-archive-of-my-campaigns

  • Why bother with plain-text emails?http://kb.mailchimp.com/article/why-bother-with-plain-text-emails

  • Creating and sending a campaign (see video links on page)http://kb.mailchimp.com/category/getting-started

  • How do I import a template?http://kb.mailchimp.com/article/how-do-i-import-a-template

Send Your Message to the Masses : : Getting Started with E-Newsletters


What now
What now? E-Newsletters

Send Your Message to the Masses : : Getting Started with E-Newsletters


Extension template
Extension E-Newsletters Template

Adjust colors

Create banner

Adjust typography

UGA Extension brand

MailChimp stamp

EEO statement


S ending your 1 st campaign
S E-Newsletters ending your 1st campaign:

March 19, 2014 @ 10AM

Using MailChimp to Create Extension-branded Newsletters.

Send Your Message to the Masses : : Getting Started with E-Newsletters

Establish a MailChimp account

Set up a new subscription list

Create your first campaign

Import and modify a template

Add your content

Preview your newsletter

Send your newsletter

Monitor success and track problems


Email updates f rom a blog
Email updates E-Newsletters from a blog?

March 31, 2014 @ 10AM

Blogging 101

Send Your Message to the Masses : : Getting Started with E-Newsletters

  • Establish a blog and write your content as blog posts.

  • Set frequency to send updates to subscribers.

    • Daily, weekly, monthly

  • MailChimp sends newsletter only when new content is published.

  • Content is online for users andalso in subscriber’s inbox.

  • Drive traffic to your site.

    http://www.caes.uga.edu/unit/octs/resources/blog/blog-subscribers.html


Blog newsletter examples
Blog + newsletter examples: E-Newsletters

Send Your Message to the Masses : : Getting Started with E-Newsletters

Walk Georgia: Notes for the Roadhttp://blog.extension.uga.edu/walkgeorgia

NochawayAg Update: Agricultural news for Randolph, Calhoun and Terrell countieshttp://blog.extension.uga.edu/nochaway

Landscape Alert http://blog.extension.uga.edu/urbanag

Zero Weight Gain Holiday Challengehttp://blog.extension.uga.edu/zeroweightgain


Visit E-Newsletters www.caes.uga.edu/unit/octsfor more resources and WIMBA archives.

See www.caes.uga.edu/unit/octs/resources/email-newsletters for detailed e-newsletter information. An updated template will be available AFTER March 19.

Questions?

Emily Pitts

[email protected]

Send Your Message to the Masses : : Getting Started with E-Newsletters


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