Newsletters: Tips & Tools. Kim Rush Lynch Agriculture Marketing Specialist Prince George s County
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1 Newsletters: Tips & Tools Kim Rush Lynch Agriculture Marketing Specialist Prince George s County kimrush@umd.edu
2 ARE NEWSLETTERS DEAD?
3 A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that had a median ROI of 122% more than four times higher than other marketing formats, including social media, direct mail, and paid search. (Source: emarketer, 2016)
4 Compelling Stats is 4x more effective in reaching your audience than Facebook (DreamGrow, 2017) More than 86% of businesses surveyed plan to increase their upcoming marketing budgets. ( on Acid, 2016) Three-quarters of companies agree that offers "excellent" to "good" ROI. (Econsultancy, 2016) It is reported that for every dollar spent on marketing, an average of $44 dollar ROI is realized. (Campaign Monitor, 2016)
5 Why a Newsletter? Delivers important content to inboxes Builds relationships Attracts new customers Retains existing customers Builds credibility Aggregate expert information Develops your brand Source: maxpixel.freegreatpicture.com Provides venue for promotions Great tool when used with other digital marketing channels
6 Do I Dare? Go for it! Will be consistent Enjoy creating content Identify target market Have a website/blog and social media accounts Will respond to inquiries Pump the brakes! Have very limited time Don t have a website or social media Won t include professional service in budget Haven t explored audience
7 WHO IS MY AUDIENCE?
8 Income Level Target Market Analysis $50 - $65K $65 - $80K $30 - $50K $80 - $150K Demographics Age Income Level Occupation Gender Geographic Location Education Level Psychographics Special Interest Activities Philosophical Beliefs Social Factors Cultural Involvements Other Needs (food, health)
9 NUTS & BOLTS
10 Types of Content SHORT articles about your product or customers blog post links photos (i.e. fan s, products) videos animation GIFs infographics podcasts coupons events calendar resource links recipes testimonials
11
12 Compelling Content farm news & events contests how to use product important announcements industry news and trends complimentary business community outreach news happy customer/success anything funny (well, within stories reason) farm animal profiles interesting crop facts popular social media posts
13 Marketing Services Constant Contact MailChimp Tiny Letter (MailChimp) Aweber Emma Mad Mimi Campaign Monitor Active Campaign ConvertKit GetResponse
14 HOOKING SUBSCRIBERS
15 Growing Your Subscribers Paper sheet and/or postcard sign-up sheets at farm store sign-up for website and social media (run ads, too) Collect s when customers sign-up for an event Collect s at tradeshows and other events Ask current subscribers to share/forward your s Offer an informative downloadable document Phone sign-ups (i.e. Text-to-Join)
16 Sign-Up Forms Source: evermorefarm.com
17
18 SIGN-UP AND GET OUR FREE GUIDE TO CARVING A WHOLE CHICKEN AND 10 MOUTHWATERING RECIPES! I m In! Where to Place My Sign-Up Form? At the very top or top of the side bar Feature Box About page Footer Hello Bar (sometimes) Slide-up or Pop-up (tread lightly here) At the end of a blog post (P.S.) Social Media pages (pin a post) Source: its.10x.travel
19
20 Boost that Button! Source: marieforleo.com Use a form, not a link Include a Call to Action Use simple typography, color, and/or eye catching graphics Offer freebies or incentives Share sign-up stats (once you get a critical mass) Source: pinpointe.com
21 BEST PRACTICES
22 Best Practices - Engagement Know your audience and select relevant material. Create an marketing plan including a content calendar. Personalize your s. Say thank you. Be as brief as possible. 20 lines max! Include teaser with Read More link and post longer articles on your blog. Be consistent (weekly, monthly, quarterly). Include social media links. Share link(s) to sample newsletters on website or blog.
23 Best Practices - Content Use clear and catchy subject lines (test if possible) Explore a variety of content - articles, events and coupons/promotions Mix up your media podcasts, video, images, infographics, GIFs Offer incentives Include a call to action Observe what other small businesses are doing
24 Best Practices - Layout Use a professional service provider Create simple, clean designs Use images widely Make use of automation services Select a mobile friendly template
25 Best Practices Sign-Up Form Include an sign up form on your website, blog, and/or social media. Include a welcome with an offer. Always direct users back to your website or blog. Don t ask for too much info on your opt-in form. Don t hide your opt-in form. Make it visible! Call your updates something more interesting than newsletter consider a catchy name. Include a privacy statement. Add a link to unsubscribe, and make it easy!
26 Best Practices List Maintenance Clean up your database regularly. Occasionally send a re-engagement campaign with special offer to low engagement readers. Re-evaluate segments and lists for relevance. Evaluate marketing campaign metrics.
27 MEASURING SUCCESS
28 Marketing Metrics Bounce Rate: (Total no. of bounced s No. of s sent) * 100 Click Through Rate: (Total clicks OR unique clicks No. of delivered s) * 100 Conversion Rate: (No. of people who completed the desired action No. of total s delivered) * 100 Sharing/Forwarding Rate: (No. of clicks on a share and/or forward button No. of total delivered s) * 100 List Growth Rate: ([(No. of new subscribers) minus (No. of unsubscribes + /spam complaints)] Total no. of addresses on your list]) * 100 Open Rate: ( s opened / s delivered) * 100 Overall ROI: [($ in additional sales made minus $ invested in the campaign) $ invested in the campaign] * 100 Unsubscribe Rate: (Unsubscribed users / s sent) * 100 Source: blog.mailup.com, blog.hubspot.com/
29 Source: constantcontact.com
30 Average MailChimp Campaign Stats for Ag & Food Service Industry Source: mailchimp.com
31 FUN EXAMPLES
32 Source: newfoodeconomy.com
33 Source: modernfarmer.com
34 Source: futureharvestcasa.org
35 Source: westelm.com Source: hartman-group.com
36
37 How did I do? tinyurl.com/jn9xtgn Kim Rush Lynch Agriculture Marketing Specialist Prince George s County
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