Launching a winning email newsletter
One key ingredient for building a solid customer base for your site is an email newsletter. This is also referred to as an e-zine - an electronic magazine that is sent on a regular basis by email or other online means.
An email newsletter helps to build trust between you and your target audience. It enables you to keep in touch with prospects and customers without your message being seen as spam.
The Task of Gaining Subscribers
The phrase “build and they will come” does not apply with email newsletters. You must promote to gain subscribers. The good news is you don’t have to sell subscriptions. So, how do you persuade visitors to subscribe to your newsletter?
Opt-In Subscribers
The basic rule you have to remember is that commercial email messaging should be sent on the basis of consent. This simply means that recipients must opt-in to receive your email newsletter by physically filling in a form to subscribe.
Double opt-in is even better - where the subscriber must confirm their subscription by email after filling in a form on your website. Doing so will protect you from spam complaints because it gives you proof of when the person subscribed to your list.
Remember also that your email newsletters must include accurate contact details of the sender and a functional ‘unsubscribe’ option.
For detailed information on Australia’s anti-SPAM Act, go to:
http://www.acma.gov.au/webwr/consumer_info/spam/spam_overview_for%20_business.pdf
Placement of Subscription Forms
Once you have a functional subscription form set up on your website, place your form on every possible page of your site. Place the form within your presentations and lead the visitors to subscribe. Here’s an example:
*****
Continue reading below to learn how you can <<………………..>> But first, take a moment to subscribe to our FREE monthly newsletter, where you’ll receive tips, articles and resources each month to help you <<………………..>>
(provide a link to your email subscription form)
*****
Naturally, if the reader is already interested in your presentation, he/she will likely subscribe to receive additional information and updates about your products or services.
Subscription Page
Build a separate page on your site for the newsletter. On this page, present more detailed information of your e-zine, including the theme, topics of discussion and frequency of distribution. Place a link to the subscription page from every page of your site as this will also help with search engine ranking for that specific page.
Promote Your Email Newlsetter
Once you’ve added a subscription page to your site, you can promote your e-zine several ways. Here’s a list of some proven promotional techniques.
1. Submit your e-zine to newsletter directories. You can locate e-zine directories by doing a Google search with these keywords: e-zine directory (directories), submit e-zine, submit newsletter, advertise e-zine, promote e-zine.
2. Write articles related to your site theme. You can post your own articles at your site or other sites to gain traffic. Include a small ad about your e-zine at the conclusion of every article with a link to your subscription page.
3. Include a link to your subscription page in all your materials to existing customers. Some of them may subscribe only after trying out your company.
4. Offline and online. If you conduct business mainly offline, there’s no reason why you couldn’t develop an email newsletter. Take advantage of every opportunity to ask your members or customers to subscribe. This could be as simple as collecting business cards at the point of purchase or at a networking event. The important thing to remember is that you ask for permission to send your newsletter.
Tips to help you launch your first email newsletter or improve an existing one.
Provide “good” content
The best way to identify good content for your newsletter is to ensure the information is useful to the target audience. Here are some guidelines:
a) Relevance – Content should be aligned with the theme of your website or offline business.
b) Unique – Use your specialist knowledge to write articles that offer a unique perspective.
c) Value – Make sure the information you offer adds value to your readers. Does it help them save time, money or learn new skills.
d) Inform or educate - Provide whitepapers on a relevant subject or update customers with information they want.
e) Timely - Try to distribute your newsletter on a regular basis so customers start to expect them.
Manage the process from beginning to end
Here’s a summary of the key steps to follow when creating a new email newsletter.
1. Develop the content (see the Provide “good” content section above)
2. Manage your database. Ensure your recipients are all opted-in and their contact details are up to date.
3. Create a visual HTML email. Most email newsletters are distributed in HTML format. This allows you to create a user-friendly layout that is consistent with your website and offline brand.
4. Personalise your email. Use a bulk email tool that allows you to send email in bulk without losing your personal touch. You are also able to capture bounces, unsubscribes and find out who reads it.
5. Respond. A good newsletter will generate comments and replies from your recipients. Make sure you reply to any comments and acknowledge any feedback.
August 7th, 2007 at 3:12 pm
Three simple questions:
1) Has the person who wrote this article ever created a winning email newsletter?
2) If so what is it and why not mention its name?
3) If not why is the peron attempting to teach those who have to suck eggs? Much of the information is questionable and sounds like emarketing 201.
August 7th, 2007 at 4:24 pm
Appreciated this information.
PLEASE Provide further information to demonstrate how to overcome the rejection of emails by SPAM filters.
Does this relate to eg the Subject Heading Use of certain words/phrases/www addresses. images
Thanks
August 7th, 2007 at 4:56 pm
Very interesting. I’ll b in touch.
August 7th, 2007 at 6:39 pm
You talk about a newsletter being the same as an e-zine. To my way of thinking a e-newsletter is an e-newsletter and an e-zine is an e-magazine both of which if I am right are two entirely different produtcs - if I am wrong perhaps you can clarify as this will certainly settle my work load as to my instructions when I am instructed to create a newsletter.
What would be the maximum amount of page content for an e-newsletter vs e-zine????
August 7th, 2007 at 10:00 pm
A good article which covers the main points. What’s the consensus on whether a html or plain email newsletter is more accepted? I receive both but often find that the html version gets garbled with html code often visible.
Ron
August 8th, 2007 at 3:28 pm
that what i am thinking long time,but i guess that is how my bussines progress.
thanks
judith penak black rose
August 10th, 2007 at 9:00 am
I have been publishing a newsletter for many years, and for the last two it has been on-line only. The library is accessible on the website at myredzebra.com Nevertheless, I value the suggestion to have a separate web page just for the newsletter. I will work on that!
August 30th, 2007 at 11:59 am
Again a nice article. I like this blog. Keep on the good work. Thanks
October 12th, 2007 at 8:46 am
Some great questions here…. where are the responces and / or comments back from editor?
Cheers
Jon
November 8th, 2007 at 11:53 am
For my site http://www.tippastools.com.au it would be great. I can offer specials to these people and these people only I will look forward to talking about it more with Melbourne IT.
Tiffany
February 20th, 2008 at 12:28 pm
Hey folks, try WebCentral’s Promotions Manager - it’s exactly the same product, and is much cheaper.
March 18th, 2008 at 12:50 pm
Another to try is Campaign Monitor