Today's Feature Article

Why Your E-Newsletter Doesn’t Deliver
As You Hoped
Jessica Albon

You've heard the pitch--marketing newsletters are supposed to attract customers. They're sworn to build customer loyalty. And, the rumor is, they'll help you increase profits. All that...and they are incredibly cheap to produce.

But what if your newsletter's falling short of its potential?

Ideally, all the elements work in tandem to create a company newsletter that's the right balance of promotion and information for your target audience. But lining up each aspect in the precise position takes a lot of research, application, and testing.

Get a look at the line up of the usual suspects in an effective newsletter: the first timers, the repeat offenders and the lifers.

The First Timers

1. Focus. What should your newsletter do? Establish name recognition? Position your company as the widget expert? Attract new customers? Retain your current customers?

If you're working to establish expertise, include case studies that demonstrate your solutions. If retention is the goal, capitalize on the reasons customers choose you over the competition. If yours is the best customer service, feature a customer service rep in each issue.

2. Measurement. The only way you can know if your newsletter is successful is if you track it. Click-thrus, read-rates, and actual purchases can all be helpful, depending on your goal, as can subscribe/unsubscribe rates.

The proof that your newsletter positioned your company as the widget expert? Perhaps it's contact from a reporter on the list seeking input for an industry piece. Customer loyalty and conversion increases can be easily recorded through coupons. Just make sure to include a new tracking number in each issue.

3. Format. Appearance may not be everything, but if your newsletter's hard to read, chances are, subscribers won't bother. From whether to offer an HTML version, to where you should put the Editor's Letter, chances are you'll hear many opinions.

Generalities can be made, but your decisions should be made based on your reader's preferences. (HTML does perform better overall and Letters from the Editor are typically very popular. But you may have valid reasons to do neither.)

The Repeat Offenders

1. Nameplate: The nameplate (the area where your newsletter' s name appears, sometimes mistaken for the masthead) should be consistent from issue to issue and should give both your newsletter's name and your company name.

For HTML newsletters, tie your nameplate to your company's image using the same colors, fonts, or a logo. All newsletters should work to establish a tie between each issue and your company.

2. Masthead: All email newsletters should have contact information. Make it as easy as possible to contact you (and don't force readers to visit your website to do so).

Make email and website addresses clickable and maximize the masthead's impact by keeping it brief and consistent each issue. The masthead is a great place to include a brief section on what you do to familiarize prospects with your company.

3. Tagline. All newsletters should have a sentence that describes the newsletter's subject and audience. A line like "Basic basket weaving for kids" tells potential subscribers at a glance whether or not your newsletter's what they're looking for.

A good tag identifies: a) audience, b) subject matter, and c) benefits. The tag appears near the nameplate or in the masthead and can also be used as your email signature. It should be brief yet memorable. Save the pitch for something else--the last thing you want is for potential readers to think the newsletter's "salesy."

The Lifers

1. Content. Good articles are fundamental to any good newsletter. The right content will be objective and targeted to your ideal reader. It'll fit their preferences and reading styles.

Make sure that the majority of your content isn't about you at all, but don't be afraid to be a little promotional ( make sure to link the newsletter to what you do).

Include testimonials, case studies, links to recent press, and sales or special promotions. For best results, consider outsourcing this crucial newsletter function to a professional newsletter writer.

2. Distribution. From personalization, to the sender's name, email distribution requires making choices.

Consider using a distribution service that allows the reader's name to be added to the subject line and body. Also, if you're using HTML, will you have two separate lists, or will you use multipart MIME (a "sniffer")?

Set up the to and from fields so the newsletter comes from the editor and goes specifically to one reader's email address. Of all the newsletter issues, distribution can easily become the most complicated, so don't just select the first provider you find.

3. Subscriptions. Obviously, the more ideal your subscribers, the better your results. That's why a list of 5000 subscribers can out perform one with 500,000.

Where do you look for these perfect subscribers? Clearly, you'll want to encourage website visitors to sign up ( please, only require their name and email address!)

Also, consider the places this audience spends time--post helpful solutions related to your newsletter on discussion boards (using a brief signature to promote the newsletter) and advertise at selected websites. By filling your list with targeted subscribers, you'll improve your results exponentially.

4. Ask! In each issue, make sure you ask your readers for action. Whether you want them to call and set up a consultation or place an order. You'll need to ask to get real results.

A newsletter that delivers business isn't far off if you round up the usual suspects. Take care to establish a firm foundation, ask for what you want, and get ready to record the results.

In no time, yours will be a newsletter that attracts customers, builds loyalty, and increases profits.

***************************
Jessica Albon assists companies to develop newsletter strategies at The Write Exposure jcalbon@designdoodles.com or visit http://www.designdoodles.com/

Today's Motivational Reading

Thinking Rich
by Rick Solano

What a wonderful sounding word. If you think rich, then you will be rich. If you think success, you will become successful. Along with thinking rich you should think power. Your power is your ability to control your mind and body. Your every action should command the attention of the world. Become a person of action instead of reacting to the comments and actions of others.

Never tell people how smart you are. Do not brag about your accomplishments or conquests.

Never say anything bad about anyone. If you do it will usually be repeated and used against you at some point in time.

Always leave something for the other guy. Do not be a one way street. One hand washes the other while both hands cover your face.

Always strive to be above average or ten percent better. Don't forget that average is where the best of the worst meets the worst of the best. Become a cut above the extraordinary. Write articles and news releases about yourself. Everybody wants to know what you are doing.

Find the time to reward yourself. After a job well done, who knows better than you how hard you have worked. Find the time to give yourself a special lunch or dinner, a personal gift, or some other form of special recognition.

Share your good fortune with others.

Subscribers' Corner

Change Is Threatening Your Business
by Bob Leduc

You cannot grow a business today by simply repeating what you did successfully in the past ...or even recently.

Clever competitors and new technology are producing changes that will reduce the effectiveness of your current marketing efforts. These 3 strategies enable you to overcome this threat - and continue to grow your business.

1. Keep Testing New Advertising Methods

The first impact of change is often a shrinking return on your response from proven advertising methods ...followed by a decline in the sales they produce. Don't wait for this to happen before taking action.

Continually test and evaluate the effectiveness of everything you use or do to promote your business. Test new marketing methods - and old ones you never tried before. Replace less effective marketing methods with the more effective ones you discover with your testing.

Tip: Invest 80 percent of your advertising budget and effort in proven promotions and 20 percent in testing new variations. Most businesses using this system continue growing - even in highly competitive markets.

2. Keep Opening New Markets

Never stop looking for new markets you can serve. Every new market you open increases your sales ...and helps insulate you from the impact of change.

Changing market conditions or an aggressive competitor may cause your sales to drop in one market. But the impact will not be devastating if you have a variety of other markets producing results for you.

Tip: One quick and easy way to find profitable new markets is to sub-divide your current market into several narrowly defined niche markets. Then customize your advertising so it offers specific solutions to the unique needs of prospects in each niche market.

For example, the owner of a company selling sales leads to small businesses noticed that many of her clients were network marketers or real estate agents. She created a customized web site for each of these 2 niche markets.

The two sites looked similar. But their content was different. A visitor to either site could assume the lead service applied exclusively to their industry. She claims her sales increased by almost 20 percent when she targeted these 2 niche markets.

3. Keep Adding New Products And Services

A decline in the sales of one product can devastate your business if you only offer one or two products. But it will not have much impact on you if you are still getting sales for a selection of other products.

Keep increasing the number of products and services you offer to customers. These additional products and services should be closely related to those you already sell.

For example, if you sell health products, find additional health products or services you can offer. If you offer residential lawn care, look for a way to offer additional services that help homeowners maintain their property.

Clever competitors and new technology cause constantly changing marketing conditions that will reduce the effectiveness of your current marketing efforts. Use these 3 strategies to overcome this threat - and continue growing your business.

***************************
Bob Leduc spent 20 years helping businesses like yours find new customers and increase sales. He just released a New Edition of his manual, How To Build Your Small Business Fast With Simple Postcards and several other publications to help small businesses grow and prosper. For more information: Email: BobLeduc@aol.com Subject: "Postcards" or call: 702-658-1707 After 10 AM Pacific Time/Las Vegas, NV

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