How do you develop a newsletter campaign that won’t land in junk mail?
Most organizations utilize the email marketing strategy simply because they have been told that it’s good for business. It is good for business, but only if you believe in it and are dedicated to providing your customers with engaging content that they want to receive.
A successful email newsletter campaign requires a shift in thinking. Instead of telling your customers about your latest promotion, use email marketing to engage your community. This means providing valuable content, just not content in volumes. If you’re not sure where to start, walk through the following steps.
Who you will send your email newsletter to
Who is your target audience? Is it readers who are already customers? Suppliers? Employees? Once you know who you are sending your email newsletters to, you can focus on ways to grow your list. This includes giving away something for joining, promoting on social media or, if time is of the essence, purchasing a list.
What format will you use
Once you know who you are sending your newsletters to, you’ll want to decide on a template that you can flip copy in and out of with each newsletter. This largely depends on the system you choose as each service has different constraints for your template design. You’ll want to make sure your template is optimized for mobile and reflects your brand’s overall look and feel.
Create your content calendar
You want to make sure the content you’re sending out is diversified, relevant, and timely. The only way to do this strategically is to map out what you plan to say before you start saying it. Do you have new promotions? Upcoming events? Do you want to highlight an employee or new recipe? Create a content calendar with the frequency and topics of each of your newsletter campaigns at least one or two months out, before you launch, to make sure you’re producing relevant content that tells a story.
Create an exciting headline and subject line
If your subject line doesn’t grab your reader’s attention, they won’t open it. Include a hook with a benefit. This hook will provide an impact if it answers a question or evokes an emotion. The more personalized and relevant your subject line, the better chance you have for someone to want to read your email.
Make it actionable
No matter what your newsletter entails, it should always end with a call to action. Do you want your audience to purchase something, read something, or share on social media? Decide on one call to action per newsletter and make it easy for your readers to follow through with. Include phrases like “Click here to…” and don’t be afraid to mention it more than once within the email. Most readers won’t read the entire email, so don’t save it for last!
Check before you click
Just one typo or blurry image can change your reader’s attention and tarnish your credibility. Always test your newsletter to make sure everything works properly and nothing is spelled wrong. This last step can sometimes be the most important.
You shouldn’t have to be a programmer to build a professional newsletter that you can be proud of. Some of these steps can be eliminated with a single, integrated email service such as memberplanet.
With memberplanet, you can choose a template and color palette and get your message out in minutes. Like what you’ve made? Save it as a custom template and use it over and over again. Want to see if your newsletter was effective? Our live reporting shows you how many people have opened your emails, who clicked on your links and tips on how to better reach your audience.Learn more today on how to get all the tools you need to effectively execute your newsletter campaign.
Is this email going to your whole list, or just a few?
Create unique distribution lists for all cross-sections of your group! It’s a fast way to make sure you send to the right people, every time! Find it under Members and Contacts on your main group portal.
As of April 4, 2014, users listing an @yahoo.com email address for their MemberPlanet “from” address will not be able to send email correspondence of any kind from their MemberPlanet account. This is the result of a policy change at Yahoo designed to prevent spam coming from Yahoo addresses. This change applies to all 3rd party email service providers, not just MemberPlanet.
On April 23rd AOL made a similar policy change.
These policies applies to all email correspondence, including invitations and auto-responders you currently use on MemberPlanet.
MemberPlanet suggests that you replace your @yahoo or @aol.com addresses in the “from” field to an address that is specific to you or your business ex: email@example.com. Having a unique email will better prevent servers from identifying your emails as spam.
If this isn’t an option at this time, use a different free email provider, such as gmail or hotmail.
Note: this only applies to MemberPlanet users who use a yahoo.com or AOL.com address in the "from" field of email correspondence (email campaigns, event invitations, donation campaign announcements, etc). This does NOT prevent you from sending mail TO recipients with yahoo.com or AOL.com email addresses. See yahoo's announcement for more information Read more about AOL's policy change here
memberplanet is the perfect tool for managing school communication. In fact, many of our features and upgrades have been developed as custom solutions for our school clients. For example, the entire online packets module (seamless bundles of multiple pre-created forms) was created for one local school district who needed a seamless, paperless, and cost-effective registration process for parents. But MP has more to offer than just seamless registrations, and most of our school clients are active year round on our system via desktop and mobile app.
Here's how schools are using memberplanet year round.
Event Registrations Whether you are hosting a carnival, a homecoming dance, a PTA dinner, or a school play, memberplanet makes it easy to manage. MP allows you to host a free-standing event webpage, issue email invitations, sell tickets, monitor guest lists and inventory and much more.
Custom Newsletters Keep parents and faculty in the loop! MP custom newsletters are a professional and cost-effective solution for school-home communication. Manage tracking, post button links, schedule future sends, and save your templates to use over and over.
Group Texts for Alerts and Reminders memberplanet makes it easy to quickly send a text message to your whole list, or just a segment of your list. Inform parents about last-minute delays and cancellations, or send safety notifications. memberplanet will provide your group with a free local number that your group members can save in their contacts.
Online Forms Our online forms are simple to create and flexibly accommodate any type of data collection. Even better, they are 100% white label, export seamlessly to excel, and offer a competitive transaction rate for online payments. Unsure which type of field would most efficiently capture the data you want? Our support team will walk you through the creation process to build the best form for your needs.
Online Donations Raise money for new technology, library additions, field trips, textbooks and more. We offer competitively priced online donation campaigns so you can raise money for anything.
Database Management The student and parent roster can sometimes feel like a revolving door, requiring constant maintenance and often out of date. memberplanet makes it easy to collect and sync information, and even allows for parents to submit and update their information independently. Distribution lists allow you to quickly and easily segment your list into unlimited cross sections for targeted communication.
Transferring Leadership Roles Once your account is up and running, you can seamlessly pass admin responsibilities from one leader to another. Unlike other sites that tie to the primary creator's email address, memberplanet anchors to the group name, allowing you to fully pass administrative to another user, no strings attached. You can also manage administrative access for multiple leaders easily and efficiently.
Collaboration Most schools have many small groups working within the larger group, like PTA, Boosters, Student Government, etc. The platform allows you to collaborate with these groups by sharing specified data or combining forms for a shared registration packet.
Photo Sharing Whether you are creating an album from a school dance, an overseas trip, or a recent community project, memberplanet allows you to host and share full pixel quality photos and albums. Even better, email-uploading allows you to seamlessly crowd-source photos from everyone at an event.
Do you know how to check who’s opening and reading your emails?
Email tracking gives you real-time information on who has received the email, who has opened it, and who has clicked on your links within the email. It also shows Bounces (email address didn’t work!) and unsubscribes (recipient says ‘no thank you’ to future emails). Here's how you can leverage the information:
1) A low open rate could mean a boring subject line. The solution: Change the subject line to something more catchy and re-send it to the members who didn't open it the first time! (make sure you wait a few days before doing this) 2) People opened it, but they didn't click on your link! The solution: Make the link more clear! Was it a text hyperlink? Make it a Button! 3) Emails Bounced The solution: make sure you have accurate email addresses for the members who bounced. Look for obvious typos (firstname.lastname@example.org). This could also mean the recipient's inbox is full. Try resending the email later, or reach out to them about using a different address.
4) High rate of Unsubscribes The solution: Make sure your email is adding value to your recipients. If recipients don't feel they are being served by your correspondence, they will unsubscribe. Remember, no matter how great your message or offer is, if you don't effectively communicate that value, people will unsubscribe.