Masonic E-newsletters and Email Correspondence by nph20057

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									Masonic E-newsletters
and Email
Correspondence
The how-to’s of “doing it
right” the first time




By Dean R. Alban, 33°, Director of Membership Services
                 Before You Email

 • Run your list through an analyzer for
      » dead domains
      » misspelled domains
      » known spam traps
 • Use “confirmed opt-in”




Masonic E-newsletters and Email Correspondence
                 Before You Email
 • Confirm CAN-SPAM compliance
      »   working unsubscribe link
      »   valid From: address
      »   physical contact address listed
      »   non-deceptive subject line
      »   functional links
      »   no “harvested” or “bought” addresses



Masonic E-newsletters and Email Correspondence
   HTML, Text, or Multipart?

 • Pure HTML
      » scores 1 point higher on the spam scale
 • Pure TEXT
      » reaches the largest audience
      » has less of an impact
 • TEXT + HTML
      » gives the best results
 • But …pure HTML is catching up fast

Masonic E-newsletters and Email Correspondence
                    Open Tracking

 •   Who opens your email?
 •   Which mailings have the biggest effect?
 •   Build a “most active members” list.
 •   90% of email marketers use open
     tracking.



Masonic E-newsletters and Email Correspondence
                    Click Tracking

 •   Who clicked on the links?
 •   Send follow-up emails to clickers.
 •   Track users visiting your website.
 •   The same link can take different people
     to different places.




Masonic E-newsletters and Email Correspondence
                    Spam Problems
 • “Dirty” lists
 • Clean your list
      » spam traps
      » dead domains
      » suspicious email addresses
 • Quickly handle complaints
 • Repeat complaints lead to blacklisting


Masonic E-newsletters and Email Correspondence
              Watch Your Words
 • Judged by anti-spam systems
 • Avoid
      »   Free
      »   Limited Time
      »   Last Chance
      »   Today only
      »   Exclamation points !!!



Masonic E-newsletters and Email Correspondence
      Test and Re-Test Your
            Message
 • Most mistakes are caught in Email
    marketing or communications messages
    after the live launch. This is because a
    series of tests is usually NOT performed.
    Always perform tests on your message to a
    variety of ISP’s to see how the message
    looks on each platform.
 • Test every link even if you know the link
    works. Some ISP’s break links by accident
    so test them all.
 • Have a procedure in place that does not
    allow you to launch live without sending a
Masonic E-newsletters and Email Correspondence
      What to do After the Live
             Launch…
 • Check the campaign report to see how the bounces look.
   First time mailers should have no more than 10% bounces.
   Subsequent mailings should be less than 3% bounces.
 • Check the spam bounces. Are they coming from a major
   ISP? If yes, contact your vendor or the ISP to find out what
   happened and how subsequent mailings will get through.
 • Check the complaints. Handle them quickly and don’t
   worry about the occasional complaint.
 • Check your unsubscribe log. They are removed
   automatically from your list but keep an eye on the
   unsubscribe rate. If you see a wave of unsubscribes –
   perhaps your message upset or “wore down” the reader.
   Learn from that and change the tone of your next message.
   Some organizations will send postcards to their
   unsubscribers asking them to come back.
 • Keep statistics on each mailing so you can compare results!
Masonic E-newsletters and Email Correspondence
     Using an e-mail System/
             Service
 • They need to be reputable in the industry and
    not have a blacklisting problem (you can
    easily check this.)
 • They should be supportive and should offer to
    help you with your first few campaigns to help
    you do it right.
 • They should have all the services available
    online so you can launch mailings yourself
    without their assistance.
 • The system should be easy to use and the
    vendor should provide free over-the-web
    training.
 • They should have list management tools online
Masonic E-newsletters and Email Correspondence
    Building Your Mailing List
 • Place a “subscriber center” link on every page on your
   website to invite the visitor to sign-up to your list. Even
   membership-based sites should always have a “join our
   list” link.
 • Many lists grow by 200-500% the first year if the list
   manager makes use of a subscriber center that describes the
   “benefits of joining the list”.
 • Collect demographic data on your members so you can
   perform segmented mailings to certain groups of people on
   your list.




Masonic E-newsletters and Email Correspondence
          E-Mail Newsletter Best
                Practices
 •   Talk directly to the recipient so they feel the message is written TO
     them. A message that has a generic feel often has very low open rates
     and a decreasing open-rate on subsequent mailings.
 •   Tell only enough in the message to get the readers interest. Have the full
     story over on your website – where they can click over and find the story
 •   Advertisers can be a GOOD thing in an Email newsletter as long as it’s 1
     or 2 ads max. Just enough to give the message the look and feel of a
     professional marketing piece without looking like you are using the
     newsletter to make money solely from ads.
 •   Keep it short. Many Email newsletters take up less than 4 printed pages.
     When sending yourself a test always read the entire message and find the
     point you lose interest. That will be the place you should end the
     message.
 •   Always use a “tell a friend” link in every email so your message has a
     viral feel and gives others the chance to read and subscribe.
 •   Always have an unsubscribe link that lets the user get off the list quickly.
 •   Ask the recipients to send you feedback. Or, place a link in your
     message to take the recipient over to a short survey. Many readers enjoy
     answering a short survey if it helps the overall message improve.
Masonic E-newsletters and Email Correspondence
          Closing Remarks

 • E-Newsletters and e-mail distributions
    can be an extremely powerful tool to use
    to increase membership, readership, and
    overall visibility of the Fraternity. Be
    consistent with your format, mail
    frequently (weekly or bi-weekly), and
    always make your message offer value
    to the reader. Adhere to those few
    standards and your list will grow
    quickly.
Masonic E-newsletters and Email Correspondence
Masonic E-newsletters
and Email
Correspondence
The how-to’s of “doing it
right” the first time




By Dean R. Alban, 33°, Director of Membership Services

								
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