Tips and Tricks for a Successful eNewsletter

Setup

• When starting a NEW mailing we do NOT recommend copying a previous mailing and DO recommend starting from scratch
  • Note: copying a previous mailing copies the entire template and will ignore any updates that have been made, ONLY copy a previous mailing if you are certain that NO changes have been made to your template and never copy a mailing that is older than a month
  • If you are copying a mailing to resend the same content to a different list or to A/B test a different subject line then we DO recommend copying the previous mailing to save time!

   

Subject Tips

• Keep things short
  • Remember lots of folks will be viewing this on mobile phones and long subject lines will be cut off – the sweet spot is 5-7 words or 40-60 characters.
• Grab their attention
  • Tip: you can include someone’s name by using the <:Firstname:> field in the subject line

• Explain why someone should click on the mailing
• Have 2-3 different ideas? – TEST them out!

A/B Testing Instructions

• Create two 499 lists BASED on the overall list you would like to send to, when you make the second list be sure to SUPPRESS the first list to prevent overlap.
• Create your mailing normally with the first subject line you want to test, once it is done COPY it and change the subject line of the copy to the 2nd one you would like to test.  Make sure both mailings are sent to the appropriate 499 lists you just created.
• The next day pick whichever subject line worked best and send to your full list, suppressing the two 499 lists!

Adding Content

• Don’t forget about surveys!  These can greatly improve constituent engagement, especially when used consistently.  Keep them short and engaging!
• You can save your content for re-use and add previously saved content to save time
• Tips for uploading pictures
  • Make sure you compress any large pictures (anything over 1k px wide should be reduced)
  • When saving the file make sure there are no special characters OR spaces in the file name
  • When adding an image the MAX width should be 600 px

• Be sure that you keep the aspect ratio LOCKED when adjusting the image size
• Copy and Paste tips

• ALWAYS use the paste as plain text or paste from Word options
  • IF using paste from word make sure to check the SOURCE
• Styling Tips
  • Don’t like the default font or headings?  Reach out to support and we can adjust the template so you don’t have to change every line of text with in-line styling
    • We are also happy to provide a styling guide image with examples of each header setting, just ask!
    • The in-line font / size styles should only be used for 1-off changes

Sending

• Standard mailing – If available * in your account send to the PRIMARY mailing list. If not send to your Subscribers list
  • This list includes all interactors (interactors is a special list which will include everyone who has viewed, clicked on or subscribed to a mailing in the last 6 months)
• Special mailings – these could be targeted lists, warm-up mailings or special announcements and may send to different lists.  Here is a quick explanation of some of the other list options:
  • All Contacts
    • This list is EVERYONE in your system – this will include people who have NOT interacted and have NOT subscribed.  Should only be used in special circumstances because frequent all contact mailings can damage your reputation.
  • Uploaded Lists
    • These lists are called “static” lists and are the lists that you send to support to upload into your account.
  • Criteria Based Lists
    • These lists are targeted lists based on specific criteria – commonly geographic or age based.  NOTE: general subscribers may only give you their name and email and as a result will not be included in some criteria based lists.
  • Interactors (if available)
    • This is a list that is PART of the Primary list – it ONLY includes people who have interacted (viewed / clicked on / subscribed to) a mailing in the last 6 months
  • NON-Interactors (if available)
    • Everyone else!
  • Primary List (if available)
    • This is a combination list that dynamically updates every time you send.  It ALWAYS includes all interactors but also randomly selects 25% MORE contacts from the non-interactors list.  This is the main list we recommend using in order to slowly grow your list!

* If you do NOT see the Primary list in your account reach out to [e-mail] and ask about what you need to do in order to set this up!

Compatibility!

• IF you are using Microsoft Edge make sure that Visual Search is turned OFF (the GW is not compatible and it can cause issues with content creation).