e-Newsletters: Why and how for small business
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GREETING
ProductCamp Austin #13
August 2, 2014
Session title: “The e‐Newsletter”
Session category: Marketing Execution
Target audience: PM for Entrepreneurs
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MANY THANKS TO PRODUCTCAMP AUSTIN SPONSORS
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PRESENTER BACKGROUND
Steve DeRosa, owner of CSG Supplies, is an educator by training and a small business person by chance. Since 1991 CSG has worked with computer users, initially by supplying consumable supplies and more recently by providing ergonomic solutions. Steve’s philosophy and the foundation of CSG’s business model is to always be working to increase customer value.
Vicki McCullough, Founder and President of Sequitur Marketing, has more than 20 years’ experience in marketing, sales, and communications for a wide array of businesses.
She firmly believes in the value of a strong marketing function as a foundation for business success. Based on this belief, she established Sequitur Marketing to help small‐to‐mid‐size businesses define and achieve success through effective marketing planning and management.
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…WHY SHOULD I CONSIDER AN E‐NEWSLETTER?
• Increase consumer knowledge• Reach different/additional audience• Get acquainted, build rapport• Stay in touch with customers (nurture) – current and potential• Establish/develop credibility (As an expert) and brand (Community Image) • Good return – small monetary and time investment
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• Be intentional• How does an e‐newsletter support your goals (marketing plan)?
• Build your list or database • Plan ahead (as you can) and collect the info needed to segment your list, generate useful stats• Automated entry• Import• Manual collection and entry• With specific permission!
• Plan for publishing • Topics: industry news, customer questions, announcements• Editorial calendar ‐ what to write, when to send• Routine vs. random/special edition vs. campaign• Take into account your other “postings” – blog, tweets, LI publishing, etc.
• Use the simple, low‐cost/free tools available to help you • Design template – MailChimp, Constant Contact, iContact, TinyLetter, Act‐on, Eloqua, Marketo • Database, metrics – above plus plugins, download to spreadsheet and DIY, Google Analytics• Community – software sponsored, independent forums, Meetups
• Design….even if you’re not a designer • Templates provide professional appearance while allowing you to focus on content• Use graphics, images, color, and appealing design/layout• Font selection and size – so many opinions! Consider tone/personality of your newsletter, legibility
• Test, test, test the layout before going live• Overall appearance• Responsive – for all devices
• Subject line is priceless• Short, to the point• Catchy, interesting• Not spammy
• Content• Adapt writing style to the (e) ‐medium – inverted pyramid, small chunks vs lengthy articles, • Focus on news and educational content; not self‐promotion• Include a call to action
• Proofread • SpellCheck! Then proofread• Even better, have someone proofread for you• Every article, every time
• Understand and observe CAN‐SPAM 203 and good email marketing manners• Make publishing a continuous process
• Track metrics, use the info• Keep design current – styles for the times (unless you are already retro!), new logo/brand elements• Plan ahead via the editorial calendar• Update your list – new subscribes, especially unsubscribes 5
HOW TO E‐NEWSLETTER
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MANAGEMENT TOOLS
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E‐NEWSLETTER EXAMPLE
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E‐NEWSLETTER EXAMPLE
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E‐NEWSLETTER EXAMPLE
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E‐NEWSLETTER EXAMPLE
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E‐NEWSLETTER EXAMPLE
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THANK YOU!
This presentation will be posted to Slideshare and Facebook in the next couple of days.
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PRESENTER BACKGROUND
Steve DeRosa, owner of CSG Supplies, is an educator by training and a small business person by chance. Since 1991 CSG has worked with computer users, initially by supplying consumable supplies and more recently by providing ergonomic solutions. Steve’s philosophy and the foundation of CSG’s business model is to always be working to increase customer value.
Vicki McCullough, Founder and President of Sequitur Marketing, has more than 20 years’ experience in marketing, sales, and communications for a wide array of businesses.
She firmly believes in the value of a strong marketing function as a foundation for business success. Based on this belief, she established Sequitur Marketing to help small‐to‐mid‐size businesses define and achieve success through effective marketing planning and management.
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MANY THANKS TO PRODUCTCAMP AUSTIN SPONSORS
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