Presentation Cameron Brain, co-founder of XYDOCuration.com recently gave at the Digital East digital marketing conference. Focus of the presentation is best practices for email newsletters and how when done well can drive meaningful marketing roi.

1. Newsletter is not a four letter word.
Spend 1 hour a week to boost your
email marketing ROI
Cameron Brain / Co-Founder / xydocuration.com

2. We help companies curate 3rd party
content their audiences love.

3. We help companies curate 3rd party
content their audiences love.
We provide tools for building content
into newsletters, social campaigns, and
their web sites.

4. We help companies curate 3rd party
content their audiences love.
We provide tools for building content
into newsletters, social campaigns, and
their web sites.
We increase engagement, build trust &
loyalty, and drive more business.

5. What is a newsletter?
What it’s not...
• Something that includes boring content
• Something that’s not mobile friendly
• Something that’s sent once a month or quarter

6. What is a newsletter?
What it’s not...
• Something that includes boring content
• Something that’s not mobile friendly
• Something that’s sent once a month or quarter
What is should be...
• Something that includes relevant, fresh content
• Mobile friendly
• Sent once a week

7. Content is King
“You need to earn the right to talk about yourself.”
— Nichole Kelly, President SME Digital
• Needs to be relevant, quality, and fresh
• Majority of it (80%) shouldn’t be about you
• Will drive engagement, trust, and thought leadership

8. Understand Your Audience
If you sell pots & pans, don’t assume that’s all your
audience wants to hear about...
• Think about the interests of your audience
• Go the extra mile to make it about them
• Don’t be timid; curate, send, review

9. DESIGN FOR ENGAGEMENT
Content needs to be front and center and it needs to be
consumable on a mobile device...
• Focus on the content
• Include social sharing features
• Make sure it’s mobile friendly

10. Send it frequently
Having something worth saying is what enables you to
communicate with your audience...
• Every company should send once a week
• Pick an atypical day and time to send

11. National Wildlife Federation
Sending to ~1M donators and
supporters
Before After
Open Rate 8.2% 18.3%
Click Rate 6.6% 33.9%
Social Shares 0 21,839

12. Dell
Sending to a few thousand
social influencers
Before After
Open Rate 3.6% 15.7%
Click Rate 3.4% 26.3%
Social Shares 0 147

13. Utah Jazz
Sending to ~100K ticket
purchasers
Before After
Open Rate 1.8% 10.6%
Click Rate 3.6% 28.8%
Social Shares 0 3,423

14. In ConCLUSION
Spending one hour a week to send your
own curated content newsletter will...
• Increase engagement (opens, clicks, shares)
• Build trust and loyalty
• Establish thought leadership
• Grow your audience and drive business

15. Stop by our booth or visit us at:
xydocuration.com
Spend 1 hour a week to boost your
email marketing ROI
Cameron Brain / Co-Founder / xydocuration.com