1	Making E-Mail Work Getting the Message Through! Cimarron Buser Texterity, Inc
2	Agenda Texterity Background E-Mail Opportunity & Challenges Getting the Message Through! Sample E-Mail “Instant Trial” Program E-Mail Messaging Techniques Summary / Q&A
3	Texterity Overview Experienced provider to publishing industry Solutions for publishers since 1991 Experienced in providing digital magazines, catalogs, books Digital Magazine Solution Only requires browser; no downloads or applications Complete Tracking and Reporting Subscriber Management with Access Control Integrated circulation building and advertising programs E-Mail Solutions Digital Delivery Notification (single or batch) via E-Mail BPA/ABC “Audit Trail” for E-Mail
4	Texterity Customers
5	Texterity E-Mail Uses E-mail delivery of messages for “digital editions” Solution includes messaging, delivery, bounce management, and fulfillment house updates E-mail Integration with publishers and fulfillment houses CDS, Sunbelt, Omeda, Hallmark, Kable Real-time and “triggered” solution modules (1px GIF/XML) Integrated Tracking and Reporting Full tracking of every user click Comprehensive and sophisticated reporting modules Download to CSV file or database Full BPA and ABC Audit Compliance Logging, database reports, delivery accountability
6	Email Opportunities & Challenges
7	The Opportunity with Email E-mail is a key corporate technology tool – along with web browsing and desktop applications (e.g., word processing) For publishers, e-mail provides a cost-effective and efficient way to provide notifications of new magazine issues, request renewals, and communicate with subscribers Email is also a great 2-way communication method between the publisher and the subscriber
8	The Problem With Email E-mail was never designed to be secure ... rather it was designed to be easy to use and anonymous “70% of the world's Internet traffic is accounted for by an average daily deluge of 24.8 billion unsolicited email messages” [1] “A year after the US CAN-SPAM act kicked off, 97 per cent of unsolicited commercial email ... has failed to comply with the law.” [2] ... and many emails are just “not getting through”!
9	Getting the Message Through!
10	Motivate Subscribers to Open and Use Mail Brand E-Mail to Publication Logo, colors, font, layout to match publication Email address “from” / “name” (e.g., editor’s name) “Subject” line interesting matched with user interest Make Related Content Easy to Access Single click to access issue No downloads, installations, or plug-ins Instant access for print subscribers via match code
11	Approaches to Deliver E-Mail “HTML” and “Text” Messaging Techniques If requestor “opts-in” from signup page or has received previous messages, use HTML If new messaging, use HTML, followed by Text if initial message not read (via HTML image trigger) Allow subscriber to choose HTML or Text Use “Sign-Up” Page On “confirmation” page, tell user to expect message and to allow the “from” email address Use same “from” address for subsequent email
12	Caveats with E-Mail “CAN-SPAM” law requirements Make sure subscriber has “opted in” Subscribers (paid or qualified) must request notifications of issues YOU must ask before sending other marketing or 3^rd party messages. Physical mailing address on email, “unsubscribe”, “report abuse” and privacy policy links Timing of E-Mail Delivery Weekdays work best for business addresses and weekends for home and AOL addresses. Most email messages are sent between 10 am – 2 pm (“invisible period”) So, for business users, send early or during the day and not at the end of the day.
13	Phased E-Mail Messaging to Keep Interest Sample E-Mail Messaging Tactics Phase I: Introductory messages Invitation to see digital edition Participation in survey (ask reader for feedback) Position benefits of digital edition Phase II: Invitation to receive digital Request switch to digital edition (e.g., North American readers) Convert to free or lower-cost digital (e.g., International readers) Phase III: Split Messages / Direct Links Split codes for different messages based on segmentation Special messages to “VIP” users, expires Direct links to articles of interest – include TOC or thumbnails
14	Motivating Subscribers Scheduling & Open/click-through logic Initial message: HTML/Text combination Follow-up messages Text if not opened HTML if opened (viewed) but not clicked Message Scheduling Schedule based on # of days since received issue Schedule based on # of issues received Different messages based on open/view history Optional RSS feed for notification Check stats for repeated “non opened” messages
15	Sample E-Mail “Instant Trial” Program
16	Trial Sign-Up Page
17	Confirmation Page
18	Notification E-Mail
19	E-Mail Messaging Techniques
20	Email Introductory Message
21	Email “Deep Link” Message
22	Colorful, High-Level Message
23	Additional Techniques Deep Links “Deep Links” to specific table of contents entries, product information, e.g., white papers, specifications, or presentations directly from email Integrated surveys Enable feedback directly from email Animation/Graphics Use sparingly – only animated GIF files are feasible Flash, video, or other content can be accessed only by proceeding to a web page
24	Summary
25	Summary Email works – as part of an integrated program Use Email as a branded solution, and respect the subscribers time and interest Make sure Email is interesting, putting key points “above the fold” for the preview pane Email “From” and “Subject” are critical - - personalize and make it relevant Use HTML if you can, but Text works especially if the user has already been “sold” Send early during the business day, if possible