improving your email communications (and making your life easier in the process)
DESCRIPTION
Many people who send out bulk email newsletters often do so without much thought. The act is routine and little (if any) thought is given to how to improve the processes and the effectiveness of their email campaigns. I put together this presentation for my organization to spark communicators to think about how to make their email campaigns more engaging, and in the process, find ways to improve processes and eliminate wasted time.TRANSCRIPT
Improving Your Email Communications(and making your life easier in the process)
by Reid Dossinger
Twitter: @reiddoss
Email is...
...the most used channel for communication both personal and promotional
...checked daily by more users (91%) than any other channel
...the direct channel that influences the most actions (66%)
...the preferred channel for alerts
...preferred even by teens over all other direct channels for permission-based communications
- Source: Subscribers, Fans & FollowersThe 2012 Channel Preference Survey
PDF Downloads on NAP.edu
= day an email was sent
PDF Download Rate By Medium
organic search: 2.13%
referring websites: 9.60%
RSS feeds: 15.14%
email: 29.06%
Know Your Goals(that is, know why you send email)
Occam's Razor:The simplest explanation is usually the correct one
Get Out Of The "Newsletter" Rut
Dear Katie,
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Header Image
Table of Contents
Social Media Links
Related Websites
EVENTS
NEW PUBLICATIONS
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More Emails, Less TextSend more often, be more focused
Don't get distracted by design(unless you're optimizing)
"I strive for two things in design: simplicity and
clarity. Great design is born of those two
things."- Lindon Leader, designer of the FedEx logo
fastcodesign.com/1671067/the-story-behind-the-famous-fedex-logo-and-why-it-works
"Keep me informed about things that I wouldn't
otherwise research. Remind me of things I
would otherwise forget. Teach me new things
I'd otherwise pass over."- user comments from a usability study
useit.com/alertbox/mobile-email-newsletters.html
Test & MeasureAB test your pain points
...and measure everything
Also consider......a welcome email.
...ways to increase subscribers....survey your subscribers (carefully).
In sum:
Define your goals
Always test
Simplify (or go crazy)
Always measure
ResourcesGuide to Reporting, Conversions & Email Campaigns
www.campaignmonitor.com/guides/reporting/
Subscribers, Fans and Followerspages.exacttarget.com/sff
My "Great Email Designs" Pinterest boardpinterest.com/reiddossinger/great-email-designs/
Me on Twitter:@reiddoss