| You probably get numerous email and mailed | | | | There are a few websites you can go to that will |
| newsletters come across your desk each month - | | | | allow you to create your own email newsletter, |
| how many do you read, really? There are probably | | | | facilitate the sending, manage your list of recipients and |
| some you scan for good info, others you just toss, | | | | track your bounce backs and follow through. Some |
| then, of course, there are ones like mine (hee hee) that | | | | are much more expensive than others and some are |
| you read every last word. | | | | more user friendly than others, however most have a |
| What makes the ones you read interesting or valuable | | | | free trial which I recommend doing first. |
| to you? What kind of information are they providing? | | | | Here is a very short list that I know of; I'm sure there |
| Do catchy headings and photos attract your attention | | | | are more and don't forget to check with your favorite |
| or not? Does fancy HTML attract your attention in | | | | website designer too just in case they can do this for |
| emailed ones or is it frustrating due to your download | | | | you. Most of these don't require any programming |
| time or does it clog up your email? Now how much of | | | | knowledge, just common sense; however they could |
| this is important to your target audience? Don't base | | | | take some time in which case you can always |
| your decisions solely on what you like or do. | | | | contract out with K. Sawa Marketing to get your |
| Before starting a newsletter for your business, | | | | template set up at first or we can handle this each |
| determine who it will go to (current clients, past clients | | | | month for you. |
| you want to stay in touch with, friends, associates, | | | | 1. Constant Contact - my favorite and the one I use! |
| other contacts), what they would like to see (possibly | | | | 2. Bluehornet |
| by surveying them or at least knowing their hot buttons | | | | Don't forget to heed all the spam laws out there for |
| relating to your business), how many people you have | | | | your email newsletters. Visit Spam Laws for more info. |
| on your list (the more the better for added exposure) - | | | | Here are 5 pointers from Corey Rudl, president and |
| this may lead to the decision on email vs. mailed due to | | | | founder of the Internet Marketing Center, for planning |
| postage and printing costs. However, you want to | | | | successful e-mail promotions that won't get you |
| send your newsletter in the format that is most likely | | | | accused of sending spam: |
| read by your target audience; if they are homeowners | | | | 1. Send e-mail to people who have consented to |
| or elderly then printed may be better, but if they are | | | | receive it from you. For example, your customers and |
| business people and professionals then email might be | | | | e-newsletter subscribers fit this description. The |
| preferred?? | | | | owners of e-mail addresses you've purchased on a |
| I don't normally recommend cold calling with your | | | | CD for $40 do not. |
| newsletter (buying email address lists) because I think | | | | 2. If you must buy or rent lists, find out how the |
| for the most part (some industries are the exception) | | | | addresses were collected. If the people on the list |
| they should go to the people you already know and/or | | | | haven't agreed to receive e-mail promotions, you're the |
| do business with as a reminder to continue to use your | | | | one who could end up in hot water. |
| services or refer business to you. | | | | 3. Use a subject line that accurately reflects the |
| The most important thing in your newsletter is the | | | | content of your e-mail. |
| content - if you aren't telling people something new and | | | | 4. Include a real return address and a working |
| exciting, teaching them something they don't know, | | | | "unsubscribe" link in every mail you send. If you have a |
| educating them about something they would want to | | | | large list, you'll need software or an ASP to manage |
| know about, or giving them free resources or solutions | | | | opt-ins and "unsubscribe" requests. |
| then they may just throw it away or delete it. Give | | | | 5. If you're sending commercial e-mail (such as |
| them information in your newsletter, don't worry about | | | | promotions), include your company's physical mailing |
| not getting paid for the info you've given, just know | | | | address in the body of the e-mail. And yes, this |
| that it will come back to you. | | | | requirement applies to newsletters as well, if their |
| Now for The 10 Things You'll Want to Put in Your | | | | primary purpose is to advertise or promote a product |
| Email Newsletters: | | | | or service. |
| 1. An attention getting subject line to make your | | | | Finally, when designing promotions, remember that |
| readers OPEN your email | | | | people buy products and services from companies |
| 2. Important info, article or tip (that your readers will | | | | they trust. A single e-mail or mailed promotion just can't |
| want to know about) | | | | establish that kind of relationship between you and |
| 3. Bullets or links rather than long paragraphs | | | | your potential customers, but it can be a first step. |
| 4. Testimonials of happy clients | | | | Think of your promotions as part of an ongoing dialog |
| 5. A clear call to action - make them do something! | | | | between you and your potential customers, and you'll |
| 6. Lots of photos, but sized proportionately to fit | | | | be on the right track. What kind of company would |
| 7. Sign up for ezine box or link | | | | you be more likely to buy from: one chasing a fast |
| 8. An actual return address, email, contact name and | | | | buck, or one that takes the time to earn your trust |
| phone number | | | | before it tries to sell you something? |
| 9. An opt out message | | | | If you can stay informed and tread lightly, your |
| 10. A forward button or link so they can pass it on | | | | newsletters should be recognized for what they |
| easily | | | | are-responsible e-mail/mailed promotions. |