What are the basic steps to building a great e-newsletter?
| Answer: If you want to become an e-newsletter pro, there's a wonderful series of articles by Tamara Halbritter and Kevin Sullivan that you can find in our archives. To begin with, follow these fundamental steps: Step 1 - Demonstrate Value – Deliver valuable information that solves the day-to-day problems of your readers, helps them stay on top of industry trends, and saves time by distilling practical information such as real-world best practices and industry advances from many sources. Learn how to determine your true value to your readers. Step 2 - Build Trust – Become your customers’ trusted information source on business problems by knowing your audience (you’ll get tips on how to do that), positioning your company as a credible source, and speaking from integrity by being honest and respecting your customers’ boundaries. Step 3 - Show Stability - Deliver accurate and timely information that is vital to the success of your readers’ business at regular intervals over time. We’ll help you define this process and give you tips on becoming a stable and respected key industry information provider. Step 4 - Getting and Keeping Their Attention – Ever dread going into the office and facing your e-mailbox jam-packed with junk e-mail? You can be your customers’ All-Star Player in the “in-box attention getting” game and reinforce your value to the reader with each e-newsletter issue. Stay tuned for these tips. Step 5 - Capturing Prospects – This article will help you get from suspects to prospects by delivering a two-way street of communication, deepening your relationship with potential customers and making it easier for them to buy your products or services. Step 6 - Closing the Sale – Not only do e-newsletters make it easy for potential customers to contact you, they also let you harvest the relationship built around them and simplify sales for your sales team. The sales team dreams of knowing about their prospects’ hot buttons prior to making that first call. See how this can happen. Now, read the whole article here. |
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Host George B. Thomas is joined by bestselling author Matt Treacey, who shares his likening of a healthy email marketing program to a flourishing ecosystem. Learn about the stages of awareness, the stages of succession, the high risks of spam, and more.
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Last April, the last European Union member states implemented Article 13 of the Directive on Privacy and Electronic Communications -- the "Spam Directive." The first paragraph of Article 13 states that sending commercial email messages is only allowed if recipients have given their prior consent. So what's the state of email marketing in the EU a year later?
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It's always a good time to fine-tune your email marketing. Tactics that may have seemed brand new in previous years have become table stakes in 2023.
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Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact loses, because all three emails came from the same company and hit the inbox on the same day. There's a message here.
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How do you upgrade email out of the servants' quarters and into the manor house without causing companywide upheaval that makes a season of Downton-Abbey seem like a child's fairy tale? Focus on these five objectives.
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Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
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Email marketing is likely a vital part of you marketing strategy. You'll need to keep up with these email trends if you want your marketing to remain relevant.
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The episode features Michael Barber, an email marketing maven who has worked with brands like Johnson and Johnson and meundies.com. The topic of the show? Tips, tricks, and hacks for B2B email marketing success.
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If you're interested in optimizing your email campaigns at all, you'll steer well clear of the all-too-tempting email marketing sins of pride, greed, lust, envy, gluttony, wrath, and sloth!
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All rumors to the contrary, email marketing is not dead or dying. In fact, email is thriving, according to DJ Waldow and his co-conspirator Jason Falls, co-authors of the forthcoming book, The Rebel's Guide to Email Marketing, which explodes many email myths and "best-practices."
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Issues like inbox deliverability or rendering are not the real problems that confound email marketers. Here's the real issue: Most companies are uninformed about email-marketing best practices and lack in-house expert resources. But because even poorly done email tends to perform fairly well, companies don't realize how much money they may actually be leaving on the table. How can you leave much less on that table?
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Six Email Marketing Reminders
ArticleWhen you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing. Here are some reminders to help you step back and reevaluate your email marketing efforts.
