E-mail Marketing Tips, Part I

It's Time for a Newsletter Campaign

Opportunity Awaits

If you haven't already initiated an e-mail marketing push for your website, it's time to get going on one now. There is no need to be shy about providing information to your subscriber base if you know they are interested, and if they haven't opted out, they're still interested. After all, they most likely came to your site originally because of a genuine inquiry or unanswered question—they were curious to see what you had to offer, and of course they gave you permission to add them to your newsletter distribution list. So, don't leave them wanting now. Surely you have new information, new products, new initiatives, new developments, new discoveries, or other interesting news to share. It's time to pick up the pace and provide good information in a timely manner.

A tastefully executed newsletter campaign will add value to your website and endear your customers to you. It will bolster your business, strengthen your cause, and affirm your position as an expert in your field.

Subscribers Crave Good Content and Valuable Information

Subscribers actually look forward to your newsletters—if they bring value. For instance, one bookseller sends a weekly coupon to its subscriber base that affords substantial savings for a limited time—sometimes as much as 40% off if used within three days. These newsletters are eagerly awaited by book-loving consumers. Another website, a chocolate confectioner, is very good about sending newsletters out a couple weeks before holidays, not just big ones like Christmas or Thanksgiving, but Mother's Day, Easter, Secretary's Day, and others, too. This is especially convenient for men who want to remember those special days and send a memento of appreciation to the important women in their lives. The accolades that follow are priceless—all because of a well-timed, value-packed newsletter!

Types of Newsletters

You don't have to be selling products, however, to benefit from a newsletter campaign for your website. There are many types of newsletters. In the book Sign Me Up! written by Matt Blumberg, Tami Monahan Forman, and Stephanie A. Miller, several categories are identified. Here are some examples. (See pp. 25-26)

• INSIDE INFORMATION

· Share Tips

· Share the Discovery of Something Unique

· New Product Release Information

• INDUSTRY INFORMATION

· Case Studies

· Data Analysis

· Industry News and Articles

• E CARDS

· Holiday Greetings

• GAMES

· Free, Downloadable Games

• COUPONS and SAVINGS

· Seasonal Specials

· Pass-Along-to-a-Friend Coupons

• STORIES and JOKES

· Interesting Events

· Strange but True Stories

· Tasteful Jokes

• OTHER IDEAS

· Surveys

· Contests

· Polls

· Trivia Games

· Cartoons

As you can see, there are many possible “angles” for a newsletter. With a little imagination, you can come up with unique ways to use these ideas that appeal to your audience. The hope is that your newsletter will not only motivate the subscriber to take action that fulfills your website's purpose, but also to pass it along so others can learn about you, too.

Initiating an effective e-mail campaign is a crucial step toward building your web presence. The important thing to remember, however, is to make sure the content in each newsletter is rich, detailed, complete, and worthwhile. In other words, give your readers something to chew on rather than just the aroma of a delicious meal. If you serve up fluff, you'll find people won't want to waste their time, and will quickly opt out of your campaign.

HIT Web Design offers an effective tool to create and manage e-mail newsletter campaigns called Stay-N-Touch. For more information, see Stay-N-Touch.

• Initiate an e-mail newsletter campaign—your web clientèle are craving information from you.

• There are many types of newsletters you can employ to share worthwhile content.

• Be confident that your web subscribers want to hear from you—they do!

• Use HIT Web Design's Stay-N-Touch marketing tool to create effective newsletter campaigns.