Building a marketing newsletter stack — Itay Paz // Morning Dough

Quotes

• “The Morning Dough started June 2020, when the market shifted and things changed. We had to pivot some of the activities we had into something else. So we went back to our roots which was email marketing.” - Itay“Email marketing is still the base of everything. Email marketing reported to deliver ROI of 44 hundred percent. So for everyone you spend, you get back 44 dollars. That’s according to campaign monitoring. It's data that we actually see over the years and that means email marketing is still here to stay.” - Itay “There are different types of email marketing in terms of promotion, or sending offers, or transactional email but we’re talking about newsletter and there are four types.” - Itay “The first one is what we call from business or editorial which features some kind of article and fits to corporate and brands that want to put their say on the table.” - Itay “Right, this is what my company has to say and we’re gonna send this out probably on a weekly basis and maybe even less frequently.” - Ben “For that, this business has to put more sources. You have to have dedicated writers. The second one is what we call the curated content or the Morning Dough style which is when a brand or business wants to give a quick value to their customers. So businesses wants to give information but they don’t want to overload the audience. You don’t need writers and it’s called “lean and mean”. That’s the format we use.” - Itay “The third one is the blog style where you have multiple articles. You see the title, a few sentences and then send you into content. Usually, it’s within the website itself. It’s fit for a website that has so much content within and they want to share more and more. That’s called the blog style and it requires lots of resources.” - Itay “It is a mixture. It is curated from your own content. You give a preview of each blog post.” - Itay “The last one is the morning brew which is a format where the company is completely dedicated to content. That’s what they’re doing. It’s usually brand and authority. They have multiple writers, in-house and outsourced. It’s multiple content, you get a summary and a bit of curation, internal content but it is really heavy operation.” - Itay “So there are four ways to think about the newsletter. If you’re producing your own content, you can just send it to people in an email format and call it a newsletter where you’re just distributing the content in its full long form. The second is, you can start to curate and summarize the content that you’re creating but it’s really more of a promotional vehicle.” - Ben “The third one, I would say is, the product is your content. You are distributing that in a relatively short format content, curate and summarize a little bit but you are not just talking about content to try to drive purchases of your products or services. Your content is the product and service so the newsletter is essentially what you’re selling.” - Ben “The fourth one, the Morning Dough style which is the round-up or a collection of content from around various places.” - Ben “There’s two things you need. One you need to have an email system or ESP, something that could manage leads and all the subscribers. Some need newsletters and some just need messages so that’s something you need in your infrastructure and there are many solutions in the market.” - Itay “The second thing is, you need production emails which I mentioned earlier. It’s managing the subscriber when he subscribes and when he opts out.” - Itay “At the end of the day, it’s all about what we call list hygienes. One of the things you can do is have double opt-ins. So when someone subscribes to the newsletter, we send them an email and we ask them to click on a link. Only when they click on the link that we know they’re the person that subscribed. This way, you get a quality list and the delivery rate goes up.” - Itay “One of the things we do is we set expectations with our users. So we mail them five times a week.” - Itay