More notes from morning session

Todd Watermann from Christianity Today International.

They have a permanent place for their newsletter on their organization's home page.  Some interesting how-they-do-its, but

what's notable is that every organization I talk to these days that is doing email successfully does this:

They flow chart the flow of the campaign; that is, they don't think about single emails any more, but rather multiple mail sent as part of an overall program.  Fire up the Visio!

Todd hammers home an important point:  your email must be FROM a person. It must have a human voice.  And it must be TO a person.  That is, it must acknowledge that there is a real person on the receiving end and it should speak to them as if they were face-to-face.

CT uses Please note: copy at the top of the page (should appear in the preview pane).  Calls attention to the most

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Nick Usborne, who works for MarketingExperiments and publishes the Excess Voice newsletter, speaks next.

Nick talks about newsletter co-registration, so they can sign up for related newsletters when they sign up for yours.  And partnering with others who will do the same for you.  But don't go into a relationship where money changes hands. Rather, look

for value and benefits to your subscribers.  He suggests on the sign-up thank you page, you offer a free download of something as an incentive, then provide links to subscribe to related newsletters.

Brings up a topic that I think will be a recurring theme of the show here:  don't think that by building your list to twice its size that you will double its quality.