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Writing Effective Email Newsletters

Email newsletters are clogging yourFor those of us who send out periodic
inbox. And it's not just you. It'semail newsletters, there are a couple
everybody. Email newsletters are a greatlessons we can learn from all this. For
way for people to stay in touch withstarters, if you're using a standardized
their audiences and everybody knows it.newsletter template, consider changing
And that means everybody has ato a less structured and more
newsletter and they all want you toconversational format. And by the way,
sign-up, giving them your email addressthis includes the title. Don't reference
along with an invitation to email you"monthly newsletter" in the subject
with whatever they might be offering.line. Instead, use something more timely
This is not entirely a bad thing. Factand unique. Use a title you would write
is; we're receiving more freeto a friend, something that looks more
information than we ever have before.personal.
All these merchants are trying toAnyone who uses Outlook knows that the
capture our attention and gain our trustpreview pane allows you to glance inside
with valuable content. And of course, wethe email before actually opening it.
have to option to sign up for whicheverThis is where the standardized format
newsletters we might be interested in socan really hurt you. If the contents are
the information we're getting isjust straight text and appear more
essentially by request. But the sadconversational, the chances of having
reality is that most email newslettersthe email opened goes up dramatically.
never get read. In fact, a recent studyAnd a strong timely subject line adds to
found that only 19% of email newslettersthat probability as well.
ever get looked at. That's bad news forOnce the email is open or at least being
those writing them.viewed through the preview pane, make
If you've had any experience with emailabsolutely sure your opening sentence or
newsletters, you'll know that they tendtwo are dynamic and captivating. Make
to fall into two buckets. In the firstsure those opening words are
bucket, you'll find the cookie-cutterwell-written and that they clearly
newsletters with standardized formats,define the value available to the
nicely crafted colorful layouts,recipient if they read further. This is
interesting sidebars and perfectlythe biggest mistake of standardized
positioned articles. In the secondnewsletters. They always have some
bucket, you'll find the emails that comeboring standardized text at the very
to you regularly from a provider youtop. Don't do it. Make sure your opening
signed up for but that look more like asentence is unique for each newsletter
personal text email than a formaland encourages the recipient to continue
newsletter. And as it turns out, thesereading.
two approaches deliver very differentTaking this approach may reduce the
results.perceived formality of your newsletter
The probability of having abut it will definitely increase the
conversational text-based email read arenumber of people who read it. Don't get
far greater than having a standardizedcaught up with the formality issue. If
and html-formatted newsletter read andyou're presenting valuable information,
it's because recipients perceive theyour clients will respect you plenty.
former as a personal message and theThe sad reality happens when you send
latter as spam. Of course, it doesn'tout valuable information and nobody
take long before they realize that theknows because nobody read it. You're
supposedly personal message is spam asbetter off catering to people's natural
well but if the opening sentence or twocuriosities and writing your periodic
are captivating enough, the recipientnewsletters in a casual and personal
may already be caught in the web andway.
destined to read the whole thing.



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