The future of email newsletters _ oho interactive


Last November, I presented at Confab Higher Ed on what higher ed can learn from new trends in email newsletters. Binary bit Yes, you read that right: email newsletters, arguably the hottest digital platform today (sorry, Snapchat) and it was invented in 1972.

The death of this erstwhile platform has been asserted time and time again, but email is most definitely still alive, and going through quite a renaissance thanks to new tools, new personalities, and renewed attention to substance and style.

Us stock market futures today As fatigue with the social media firehose grows, publishers are rediscovering the one-to-one intimacy of electronic mail. Inr to usd exchange rate history The inventor of email, Ray Tomlinson, developed the platform with but one simple intent: “We just want to send messages to people.”

The late, great New York Times media reporter David Carr presaged in 2014: “Publishers seeking to stick out of the clutter have found both traction and a kind of intimacy in consumers’ inboxes.” The Opportunity for Email in Higher Ed

In higher ed, email newsletters are a dime a dozen. Mxn usd Many are, let’s be honest, not great — their structure, substance, and design are often taken for granted, managed by people with limited content experience and receive less thoughtful, strategic attention than web or social platforms. Exchange rate usd to nzd And our survey of higher ed digital professionals found that while emails to prospective students are measured for outcomes, many internal (student/faculty/staff) or departmental newsletters are not — meaning the value of hours of work in a resource-scarce remains unknown.

But the effort these email products require to create and manage is not insignificant. Usd to ruble And there’s a lot of competition awaiting us in the inbox. Euro pound sterling exchange rate How can we make email work harder for our content strategy, and what can we learn from this platform’s newfound popularity to make it more effective for us?

According to Ruffalo Noel Levitz’s 2016 E-Expectations study, email is the second-most influential tool for digital recruitment, behind the college website. Dollar rate today in indian rupees Most high school juniors and seniors find email to contain more reliable information than social media, again coming in just behind the college website. Market futures today They use email at least once a week and will open a message from a school of interest.

The trick is how to sustain that interest beyond that initial open. Pound to usd history Email allows us to not only engage a captive audience, but forge meaningful, influential relationships.

“An inbox is a personal space … By signing up for your newsletter, they’re saying, ‘Come on in; I want to hear from you,” says Kate Kiefer Lee, writer and editor for email publishing platform MailChimp.

Newsletters also present interesting opportunities to experiment with content, as Marquette University’s Tim Cigelske explained, allowing you to measure effectiveness and iterate while expanding your subscriber base. Stock outperform rating That’s right, get your A/B testing party on!

Consider, for a moment, the humble yet ubiquitous system message — email subscription confirmations, login credentials, access confirmation, even unsubscribes. Usd money converter Those messages can be touchpoints of delight, if thoughtfully crafted with audience and context in mind. How to convert decimal fraction to binary (Of course, it’s important to know when system messages should eschew cleverness at all costs — safety alerts, for example.) Everything Old is New Again

The rebirth of the email newsletter isn’t limited to small, niche organizations trying to resurrect a dying communication tool. Usd to sgd rate Some of the internet’s most popular news outlets as well as some innovative newcomers are making everyone think differently about the medium:

TinyLetter – Not a newsletter itself, but rather a platform that, in its simplicity of design and interface, captures that intimate, one-to-one vibe while serving as a platform for writers to communicate with large audiences.

Lenny Letter – As of March 2016, this progressive, female-focused email product spearheaded by Lena Dunham and Jenni Konner had 400,000 subscribers and a 65% open rate, focusing on longform content about prominent figures such as Hillary Clinton and Amy Schumer.

N.Y. Usd conversion rate today Times – The paper of record has focused on developing more niche, theme-based newsletter products, dedicating significant editorial resources to their creation and promotion in lieu of automation. Stock market trading hours pacific time The outcomes? A 14% growth in subscribers in the first half of 2015 and a 50% open rate. Eu to usd conversion “Historically, the newsletter has just been based on our sections,” Dork Alahydoian, executive director of product for The New York Times, told Digiday. Basketball quotes for girls “We realized that’s not necessarily what people are interested in. Exchange rate us and canada So we’ve been exploring … Dollar conversion rate today going beyond sections to lifestyles and different themes.”

TheSkimm – This daily new email is purposefully crafted so that it “ sounds like your friend telling you what you need to know. Gbp to usd historical exchange rates It’s relatable and to the point.”

Voice and Tone – MailChimp’s own style guide provides a great frame of reference for defining your own voice and tone, much like that which distinguishes TheSkimm.

Dynamic content – Email need not be a message in a bottle, a static relic frozen in time. Stock market futures right now For its 2016 Giving Day emails, Cornell University embedded a live, dynamic leaderboard in its emails showing which programs were making the most significant progress toward the fundraising goal.

Higher ed pioneers – Email newsletters like Temple’s student-focused Nutshell are breaking the mold and defying convention in truly tailoring content to the student audience. Convert to binary Check out an example of how they’re making it happen.

Personalization – An experiment by the Reynolds Journalism Institute found that personalized email products yield higher open and clickthrough rates. Binary trigger system As some schools still partner with companies that shoot a firehose of boilerplate emails to purchased lists, the targeted success of a more personalized approach warrants attention.

How is content being sourced for newsletters? (Note: Interesting news often gets trapped in department-level newsletters. Funny jokes in urdu 2016 What is the workflow for sourcing that information? How can we liberate the highest value pieces of information so they can do more work across a more visible range of platforms?)

You may also consider undertaking the newsletter identity exercise proposed by NPR. Binary encoding By thinking through fundamental questions about your target audience, their needs and behaviors, how you will manage a newsletter, and defining success metrics, you will be set up for a stronger, more sustainable overall effort.

Another great resource is actually an independent study undertaken by a student at the University of North Carolina, exploring what makes modern email newsletters successful. Euro pak rupee exchange rate (Hint: a purposeful voice and tone, creative layouts, attention-grabbing subject lines, and liberal context via links, to name a few factors.)

As mentioned earlier, measurement is key. Text editor windows 10 Email newsletters require significant investments of time to create and manage. Future stock market predictions 2014 Track your open, click-through, and conversion rates, as well as bouncebacks, forwards, new signups, and unsubscribes. Usd rub rate Define the segments that are meaningful to you, and use Google Campaign Tagging to link content in your newsletter so you can parse out how much traffic comes to those pages via specific email products. 30 in binary And be sure to loop your metrics back into your content planning process so you gain a refined sense of what content appeals to your email audience and drives relevant conversions.

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