Copyright © 2002 ComputerLogic Inc. All Rights Reserved - 0 - eMail Newsletters - Steps to Success.

Copyright © 2002 ComputerLogic Inc. All Rights Reserved- 1 -

eMail Newsletters - Steps to Success


Planning Process

Strategy & Planning

Building the List


Planning Process

Determining Objective(s)• Target market(s)• Scheduling, features, content, success metrics

Setting Success Metrics• Tracking and analysis, solution capabilities,

database input (i.e. fields, profiles)

Deciding the Database Solution• Hosting, management, broadcasting• Features, capabilities, user-friendly, cost

Building the List• Budget allocation, audience profile, tools,

necessary resources, existing marketing


What is the Objective?

Build customer loyalty and retention

Improve brand image

Gain customer feedback and insights

Stimulate referrals

Generate sales or leads

ROI

Advertising opportunities


Setting Success Metrics

Click-throughs

Conversion events (sales, leads)

List growth (new subscribers)

Attrition (unsubscribes)

Post-click website activity

Viral marketing (i.e. send to a friend/pass-alongs)


Key Factors

Relevant and valuable content Who is your market?

Targeted and timely Segmentation, delivery, frequency and

content

Customer-centric Personalized based on target, preferences

and prior behavior


Key Factors

User-friendly Easy to understand language, clean design, clear

instructions

Consistent with other marketing Design, tone, language

Tracks response activity Clicks, conversions, sales, open-rate, pass-alongs

Meets ROI objectives


Planning Process

Decision Points

Building the List


Who is the Target Market?

New Customers

Existing Customers

Business Partners

Vendors

Site Visitors

Sales Leads from other channels


What Delivery Format is Best?

Give subscribers the option for Plain Text or HTML.

Plain Text

HTML

AOL Version

Rich Media or Flash

Consider your:

Audience

Relative Cost

Objectives

Brand image

and other variables


Relative Costs

Make sure to consider the relative cost of the various delivery formats when making a decision about rich-media

vs. plain text or HTML emails.

• For example – if the expected response rate for a rich-media campaign is double that of a traditional eMail campaign – you might not want to pay three times the price.


Plain Text Format

Pros:• Lowest Costs

• Can be read by almost everyone

• Can include trackable links

Cons:• Generally lower response

rates

• No color

• No stylized fonts

• No images

• No open rate data

• Displays full URLs

• Hyperlink problems with AOL users


HTML Format

Pros:• Generally better response rates

• More control over the delivery of your message

(color, fonts, images)

• Can create a seamless experience with website

• Control of hyperlinks

• Open rate data

Cons:• Higher costs

• Not viewable by everyone

• Should be read online

• Usually larger file sizes

• Complications with message forwarding

• Can not be viewed in AOL versions 4.0 and 5.0


Rich Media Format

Pros:• Even better response rates

• The creation of a television-like experience

for branding impact

Cons:• Increased Cost

• Not viewable by everyone

• Must be read online

• Complications with message forwarding

• AOL recipients must read outside of the AOL client


AOL Issue

TEXT HTML

AOL 4 & 5

AOL 6.0

Caveat – While AOL 6.0 handles text, the AOL 4 & 5 formatting for hyperlinks (rich text) will not work.


Conversion Tips

Link to micro-site or targeted landing page.

• Meets expectations.• Creates more interaction and measurement

opportunities.

Include direct-response driven/call to action copy.


Design and Content

Design • Conveys positive image• Is right for audience• Neat and uncluttered• Personalization

Content • Meets objectives• Has value • Targeted to audience segment(s)• Full articles/tips or abstracts with

links• Informational• Promotional

Should be consistent with other marketing communications

while taking advantage of the

unique capabilities of email database

marketing.


Content Tips

Welcome Message• Introductions, set expectations

• Contact information

• Location of newsletter archives

• Unsubscribe Instructions

• Profile management instructions

• Viral Marketing

• Cross Promotion (partner sites/lists)

• Privacy policy and copyright information

Important!

Clear unsubscribe instructions

Privacy Policies


Unsubscribe• Confirmation of unsubscribe

• Re-subscribe instruction

• Opportunity to solicit feedback

• Alternative Delivery Options (less frequent)

• Contact Information

Important!

Don’t make the user jump

through hoops to unsubscribe!

Content Tips


Data Collection

Determine profile data• Email address (required)

• Contact information (name, address,etc.)

• Interests

• Sales data

• Other

Clearly state benefit and purpose of data to subscriber.

Objectives Drive Data Collection


List Segmentation

Custom messaging

Optimizing response

Detailed reporting

Behavior trending

Segment your list into smaller, more identifiable groups

for special messaging and easier response

reporting.


Planning Process

Decision Points

Building the List


Sign-Up on Website

Call out the Sign-up.

Promote benefits of subscribing.

Place above the fold (nav bars).

Add to basic site template so sign-up

box or link appears on all pages.


Promotion

Banner advertising

Sponsorships

Search engine optimization

Offline marketing efforts


At all points of contact with customers

Confirmation emails

Sales counters

Email signatures

Business cards

Hold messages

Promotion


Any Questions


computerlogic.com

4951 Forsyth RoadMacon, GA 31210

478/474-5593478/474-2603

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Copyright © 2002 ComputerLogic Inc. All Rights Reserved - 0 - eMail Newsletters - Steps to Success.

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