Electronic newsletters (eNewsletters) are a cost effective vehicles for targeting prospective clients and providing a recurring touch point with existing customers.
For just a few dollars a month, eNewsletter services are available for creating attractive, professional newsletters. You simply add the content. These services also simplify the task of maintaining a contact database for email addresses. Invaluable tools for measuring the effectiveness of your eNewsletter are a part of the service.
Here are some tips for communicating your message with eNewsletters:
- Add prospects and current customer to your email list.
Consider every contact an opportunity and include them in your email list. - Segment your email lists.
Create separate lists for characteristics such as industry, job title, and business size. - Provide the ability to opt-out or unsubscribe.
Regulations protect consumers from unwanted email solicitation. Most email programs automate the unsubscribe process for you. Make sure your contacts can easily unsubscribe by including an opt-out or unsubscribe link on each eNewsletter. - Link to your website.
Direct the reader to additional information and enhance your reputation as an information leader with links to your website. Links also have the added benefit of improving search engine rankings for your website. - Test different subject lines.
Test the effectiveness of your message by dividing your list in half and sending the same eNewsletter with different subject lines to each half. - Keep content short and relevant.
Trends show that readers simply scan electronic content. Your message must be delivered in short, digestible chucks or the reader will opt out. - Review open rates and click-throughs to your website.
eNewsletter software includes reports that identify who opened your email, what they read, and if they clicked-through to your website. Use this information to measure results, refine your message, and further define your marketing programs.