Your e-newsletter will communicate more effectively if you follow best practices: - Respect your audience’s time - Keep it simple - Monitor your results

1. e-Newsletter Best Practices By Landry Butler

3. Keep it simple

4. Monitor your results

6. May spend an additional 33 sec. following links

7. 19% of potential subscribers lost due to usability difficulties

8. Users often stay subscribed due to difficult unsubscribe processes

9. Some users reported it was easier to use a spam blocker than to unsubscribe

11. Send newsletter at regular intervals

12. Send newsletter at an appropriate time

14. Sender clearly identified

15. Consistent from issue to issue

18. Features something unique to current issue

19. Most important information goes first

20. Avoid “spammy” words

22. Table of contents for each issue

23. Link to read newsletter online

25. Include engagement tools: surveys, polls, ways to provide feedback, discussion forums

26. 60/40 rule for ads: 60% minimum editorial, 40% maximum ads

27. No more than 2-3 printed pages total

29. Design is consistent with Web site and landing pages

30. Images used to enhance content

31. Should engage reader even if images are blocked

32. Easy to skim: short paragraphs, bullet points and white space

34. Link to subscription management page

35. Postal address for sender

36. Sender’s copyright notice

38. Open rate

39. Click through rate

40. Conversion rate How many valid email addresses received the complete newsletter?

42. Open rate

43. Click through rate

44. Conversion rate How many times was the newsletter viewed?

46. Open rate

47. Click through rate

48. Conversion rate How many times were links in the newsletter clicked on?

50. Open rate

51. Click through rate

52. Conversion rate How many registrations, memberships or other actions were generated by this newsletter?

55. Keep it simple

56. Monitor your results