E-Newsletter Marketing
 E-newsletters are a great vehicle for SME marketers. More so than virtually any other online communications, they can level the corporate playing field. Digital imaging and web based specialist providers allow smaller businesses to create engaging, informative e-newsletter campaigns with high CRM (Customer Relationship Management) value.
Get the relationship off to a good start
Ensure privacy, opt-in and unsubscribe are set up correctly with a documented "no sharing of email addresses" privacy policy, explicit opt-in and readily available unsubscribe capability. This shows respect for the e-newsletter audience member (and the unsubscribe facility is also a legal requirement).
Get their attention
By paying attention to production value with a great looking e-newsletter which uses well-designed graphics, an appropriate layout and plenty of images or photos. Offer a high-impact, sophisticated e-newsletter in the same league as larger competitors.
Keep their attention
Your audience is likely to open the first one or two e-newsletters. Thereafter, it is imperative to have great content that will keep subscribers engaged. Think like a publisher as much as a marketer and build a community of interest.
Know when to sell
Cascade your content with links to lead the reader from interesting editorial pieces into more product/offer oriented content coupled with use of direct response calls to action.
Respond appropriately
If someone has shown an interest in a particular product, send them more information; if they would like to make a sales appointment, give the prospect a call. Use your analytics to determine who has shown particular interest in items, paying particular attention to the clicks on links.
Keep their attention for the long-term
Measure not only open rates, but also content popularity (what are they reading, how long are they spending reading it etc..). Use the analysis to tune the content over successive e-newsletter editions to hang on to your audience.
Segment your audience
Consider providing separate e-newsletter variations based on clusters of content popularity. For example, offer a product line specific e-newsletter to subscribers who have shown a more focused interest.
Lower the threshold for viral marketing
Invite subscribers to "tell a friend" about the e-newsletter, but also consider lowering the barrier to viral marketing by making it easy for a subscriber to share the e-newsletter on their own social media too.
Sustain and supplement the content with audience contributions
Invite email responses to e-newsletter content, use and report on surveys in the e-newsletter and consider using audience postings as a source of e-newsletter content.
I design and circulate e-newsletters for many of my clients, and the feedback is overwhelmingly positive. Here are some examples:
Physicool News
Washingpool News - Spring 2013
Wild Trail Trade News
If you would like help with your e-newsletter, or any other marketing issues that you may have, then please give me a call on 01308 488540 or email me at nikki@eden-enterprises.co.uk.
I look forward to hear from you.
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