Affordable Newsletter / Email Marketing

Email marketing is directly marketing a commercial message to a group of people using electronic mail email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and any email communication that is meant to build loyalty, trust or brand awareness.

How It Works

Get the relationship off to a good start
Do privacy, opt-in and unsubscribe right by respecting the e-newsletter audience member with a documented "no sharing of email addresses" privacy policy, explicit opt-in and readily available unsubscribe capability.

Get their attention
By paying attention to production values 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 large competitors.

Keep their attention
They've opted in and will likely open the first one or two e-newsletters. Now it's 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 them
Cascade your content with adjacent synopses and links to lead the reader from interesting editorial pieces into more product/offer oriented content with successively stronger direct response calls to action.

Keep their attention for the long-term
Measure not only open rates and purchase transactions, but also content popularity (what are they reading, how long are they spending reading it?). Use that analysis to tune the content over successive e-newsletter editions to hang on to your audience. An auto dealership discovered that its e-newsletter readers are more interested in what they could do with their cars - movie or restaurant reviews that would help them plan excursions - than in tips about automotive maintenance.

Seperate 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.

 
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