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E-newsletters
One of the most important elements of an electronic newsletter campaign is to use a database to hold all the information. When implementing a database, you must first start with a clean list of names - and be sure that you have the correct mailing information for each of them. Companies must also remember that collecting e-mail addresses is an ongoing campaign, because they change frequently. Then make sure that you only send the information to people who want to receive it.
It is also important to get permission before adding anyone to your e-mail list. One good way is to place a link on your site to make it easy to subscribe and unsubscribe.
Initially, to get subscribers to your electronic newsletters, the company must also engage in a paper campaign to get e-mail addresses. By publicizing the new electronic versions on the back of your existing print newsletters for a full year, a company will able to convert a percentage of their subscribers to the e-newsletters, saving the firm thousands of dollars in printing and mailing expenses.
When creating e-mail newsletters, subscribers' E-mail capabilities are an important consideration. Give them the option to receive the information in different formats. If they are unable to view HTML or PDF formats, it may be appropriate to send text only, or to send a link back to your site where they can view the information in full.
When preparing themed newsletters, you can weave the theme into the letter's look and feel. What may be appropriate for some subscribers might not be right for other subscribers. You should also regularly evaluate your overall strategy taking into account technological advances and changes in the industry.
One final note on the basics of marketing: make it easy for recipients to respond to you, and when they do, be sure to address any compliments or complaints you receive.
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