Switching to a new online newsletter vendor can seem like a daunting and frustrating task, but with a little organization, planning and insight, the transition will progress smoothly. Carefully investigate the options, keeping in mind your budget, long and short term goals, how you intend to reach out to your database, format, templates, frequency of touch points, autoresponders, opt-ins and analytics.
One of our recent projects was to assist a client in moving from her two current platforms to just one. My team and I met via SKYPE to brainstorm options, the client’s current business operations, target markets and overall marketing needs. We did a lot of research to compare several options to determine the best fit for her organization.
This in-depth discovery process as well as our ongoing conversations ensured greater success in choosing the best tool and an effortless conversion for all stakeholders involved.
Using Redbooth, formally Teambox, I was able to create task lists for each of the three platforms to clearly define every step that was required. Because there were sign up boxes for e-commerce products in addition to the newsletter opt-ins on two websites, it was paramount that we created a set system of steps so as not to lose or confuse her audience while we built the new templates, moved the coding and rebuilt her list building funnel. It was an ongoing process of approximately 2 months, involving conference calls, revisiting goals and refining some of the methods. The outline below has been somewhat simplified but hopefully provides you with the required steps to change or even set up a new e-newsletter platform.
Steps to Switch E-Newsletter Platforms
| Platform 1 (current) | Platform 2 (current) | Platform 3 (final) |
| Write intro content to move current subscribers to P3 | Write intro content to move current subscribers to P3 | Design 2 branded newsletter templates for client’s 2 companies. |
| Clarify current lists, ensure all should remain as recipients | Review all subscriber lists, delete bounces, download all lists for review, tagging and new categories | Set up branded welcome and thank you pages |
| Review coding, opt-ins and page pop-ups for current e-book | Send to each of the 2 company market segments from P1 and P2 subscriber lists: A/B split testing days and times (2 for each segment) | Create subscriber categories and segments for new sign-ups |
| Remove P1 and input new P3 code on website | Review initial mailing metrics, download email address of non-opens, resend with new subject line and A/B split testing | Design 2 branded touch point emails |
| Close out account | Review results | Design autoresponder content and discuss delivery based upon opt-ins and e-newsletter schedule |
| Download any old desired templates | Add opt-in coding on 2 websites | |
| Consider repurposing content | Review new sign-up metrics from P1 and P2, as well as brand new subscribers | |
| Close out account | Brainstorm content and delivery schedule for kick-off emails |
Other miscellaneous items for discussion:
- Adding the sign-up to company email signatures and a Facebook tab
- Sharing the opt-ins in social channels
- Creating white papers and other valuable content for signing up
- Coordinating the content to be consistent with company mission, goals and other monthly posted content
- Formalizing the editorial calendar
This was a great team project, requiring a lot of thought and planning. We look forward to the final deliverables and continued marketing success.
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