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Building a Newsletter That Keeps Customers TalkingPresented By: Kimber PowersMarketing Training Specialist, VerticalResponseA Deluxe Company

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Heres What Well CoverWhat is a Newsletter? Facts about NewslettersTypes of NewslettersDeveloping Your Newsletter ToolkitElements That Make A Great NewsletterReportingResources/Q&A

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is a Newsletter? Informational marketing tool used to build loyalty Can be instructional or used as a guide

Often paired with blog or generated content

Can be print or digital (or both!)

Should be used to position you as the industry expert

Long-Form Email Marketing Campaign

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What A Newsletter Should Not BeA Hard Sell Avenue

Strictly One Topic-Focused

Lacking Personality or Theme

Links to multiple external articles (those not written by you!)

Promo or Discount channel

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Making Your Newsletter ValuableMore than 40% of users said that each of the following aspects make for valuable newsletters:

Informs of work-related news or company actions (mentioned by 2/3 of users)Informs about personal interests/hobbiesInforms about events/deadlines/important datesReports prices/sales

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why Consumers & Businesses Love Newsletters

Readers have emotional reactions and attachments to their newsletters. Newsletters are personal because they arrive in the inbox and customers have an ongoing relationship with the brand and content. Newsletters help create a much deeper bond than other types of content Quartz Study 2015

Over 58% of SMBs have or have experimented with newsletters OPEN Forum

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Common Types of NewslettersCustomer

Thematic

Employee

Hybrid Vision

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why Small Businesses & Nonprofits Benefit from Newsletters The MostEstablishes direct connection with your audience

Furthers you info footprint online

SMBs more likely to focus on community building

Helps to add a human touch to what you do

Useful added value product for audience

Low-cost marketing tool

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Building Your Newsletter A Toolkit Approach

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Your Newsletter ToolKitTheme/BrandingEditable HTML Effective Subject LinesImagesSnippets Variety of ContentCTAs

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Newsletter Theme & BrandingSets the foundation for everything else youll include - take time to think it through! Focus on a theme that will resonate with readers and why they chose you

Create a catchy newsletter name The Magic Phrase

Works best when on trend with your website or other emails

Always include your Logo, Brand Emblem, Tagline, Etc.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Where Should My Logo Go?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Newsletter Titles We LOVEThe Competitive EdgeThe (Digital) Water CoolerInvestor Insights TodayTravel BytesWhats The Scoop?The Content StrategistThe Write LifeWeekly Meow MixThe VR Buzz ( Sorry.we had to!)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. HTML & Newsletters A Match Made in Designer HeavenHTML templates create cleaner lines and minimize poor formatting

Saves time with select areas to update each time

Direct template editing does not always account for every platform

HTML typically only requires one round of editing

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Editors Note: Working Your HTML for SuccessUse Dreamweaver or similar builder if opting it alone

Always make two copies original and working

Use Notepad or comparable equivalent for changing links, adding content, etc.

Save your visual edits for non-html viewing

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Effective Subject LinesRemember a newsletter is an email, the same rules apply! Keep it short and sweet: Optimum length is 30-50 characters, or about 10 words

Make sure your SL wont truncate or get cut off on an important word, such as a date or discount

Offer a benefit: Why should your reader care about your contentMention offers and incentives

Create a sense of urgency use dates, not ALL CAPS!!!

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The From LabelConsider Using Your Company Name

Can Also be Newsletter Name

Use a name of a company expert

Remember to not repeat the subject line or pre-header text!Similar to subject lines, consider A/B testing your From Label (For Beginners!)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Building Your ContentBlog postsTips, tactics, how-tos, tutorialsIndustry news/third party newsEvents, dates to remember, holidaysInteresting factsReviews SalesPhotosContests/contest winners

ResourcesCompany news updates, improvements, new products, awards, volunteer projects, etc.InfographicsWebinars and/or videosTestimonialsRecipes

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Building Your ContentPeople spend an average of 51 seconds reading an email newsletter for the first timePre-headerMasthead/logo (linked)DateTable of ContentsIntroBrief, scannable content blurbs, short paragraphs and/or summariesBullet points/numbered listsConcise headings & subheadings

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. ImagesReal product or service images work best

Invest in quality stock images, if necessary

Stay on brand message and in line with your theme

Find strong balance between your images and other contentMatch blog images to newsletter snippets

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The Skinny on SnippetsMost effective text for newsletters

Gives readers a sneak peek of the main story or what to expect next

Snippets are the subject line of your content pieces

1-3 sentences maximum works best

Aim to align in some way with your CTA(s)

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. CTAsUse action language in your call to actions

Stick to 10-20 characters

Match you snippet content to your CTA

Buttons are more effective than links

Link your CTAs to exactly where youd like them to go

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Setting A Newsletter ScheduleDepends on your audience

Experiment with time of day, day of the week

A/B Testing is useful for scope of scheduling reach

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Promoting Your NewsletterHome page of websiteSign up in every email Print collateral/postcardsSocial media sites Include an opt-in formTweet, FB Post & Pin it!Forward to a friend (include in newsletter)Tradeshows/events

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Remember to Keep An Eye on The CompetitionSubscribe to all competitor newsletters (using non-business email of course!) Use inspiration from the big guys in your industry

Mirror language of your competitors, but do not copy

Use competitor design as an example of what NOT to do be original!

Compare and contrast periodically

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Reporting & The After ThoughtOpen Rate

Click through rate

Unsubscribe rate

Popular links

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Why People Are Still NOT Reading Your NewsletterYour newsletter isnt helpful

Your voice isnt particularly compelling

Youre not telling stories

You have a half-hearted call to action

You dont have a specific frequency

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Post-Webinar HomeworkScan Your Own InboxWhat are the names of some of your favorite newsletters?

Why do you like the names?

Are they on brand with the company/business?

How can these newsletters inspire you?

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. ResourcesVerticalResponse Blog Posts - 6 Design Tips to Make Your Newsletter Visually Appealinghttp://www.verticalresponse.com/blog/6-design-tips-to-make-your-email-newsletter-visually-appealing/ - 5 Golden Rules for Creating a Significant Email Newsletterhttp://www.verticalresponse.com/blog/5-golden-rules-to-creating-a-significant-email-newsletter/HubspotHow to Create an Email Newsletter People Actually Readhttp://blog.hubspot.com/marketing/guide-creating-email-newsletters-ht

Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Upcoming WebinarsMarch 10 Marketing Principles for NonprofitsMarch 24 Small Business Promotional Strategies

Available for Registration Later This WeekApril 7 DIY or DIFM? Websites & Your Small BusinessApril 28 Grow Your List Like a ProMay 12 Social Media & Your First Year in Business

Bookmark & Register www.deluxe.com/blog or www.verticalresponse.com/more

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Deluxe Enterprise Operations, LLC. Proprietary and Confidential.