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Thursday, September 22, 2011

Email Marketing - Newsletters & Blasts

I'm trying to upgrade our marketing team by building a broader team with sharp marketing skills. So today we held a session on newsletters and marketing. The basic idea is that there are lots of great videos and articles about newsletter / email marketing. We can watch them as a group and discuss them.

Here's the few that I found this morning.

Here's the Newsletter marketing principles that I'm collecting for us to think about:

Test and measure results. Be clear about what we want in the results.
Have a methodology to quantify. Estimate the value of a signup (or other action) and an unsubscribe.
Be statistically savvy. There's way too much decisions being made by not nearly enough data.
Relationship. When someone gives us their email address, they've responded to something and a relationship is being started. Build the relationship. Think about our personna. Are we are place for sharp deals? For people interested in education?
Segment and personalize the list. Try to talk to the new members about their issues, the people in Alaska about theres...
Branding. The email is part of our brand. This is sort of like the relationship.
What changes when we are sending out a newsletter which could have a role as part of support and education and an offer/blast trying to clearly sell. How well can these be combined?
Pretty does not mean effective.
The offer and the information should be clear, concise. I often think the main goal is just to maintain some mindshare and show them we care.

Training materials:

Marketing Experiments

http://www.marketingexperiments.com/email-marketing-strategy/the-five-best-ways-to-optimize-email-response.html

http://www.marketingexperiments.com/email-marketing-strategy/the-five-best-ways-to-optimize-email-response-part-3.html

Aweber

https://www.aweber.com/users/video Watch Part One Watch Part Two

http://www.aweber.com/blog/live-webinars