1. Blanket or Target Coverage ?
What's your target market ?
Do you want to send the message to as many people as possible and hope
that some of them are interested in what is contained in your e-Newsletter?
OR
Do you have selected recipients in mind and, therefore, will tailor the
contents of the message so as to get the highest possible response ?
2. Make Sure It Gets Opened !
To get a response, of course, the recipient must firstly be encouraged
to open the e-Newsletter and not immediately confine it to the 'deleted
items' without even reading it.
Bear in mind that there are hundreds of companies out there sending messages
headed 'Your Free Gift', 'Get out of Debt now' etc..etc..
Hopefully, you will already know your customers and, therefore, they
will open your e-mail anyway. If not, try 'Your Personal Update
from MyCompany'.
3. Visual Impact
The e-Newsletter must grab the attention by its visual impact but be
aware that some people are still on 56K modems so keep flashy graphics
in check and remember to use the image resizing program supplied. In general,
keep the whole e-newsletter below 200K.
4. Make it Interesting and Don't Overdo it !
This e-Newsletter is going straight to the person that makes the decisions.
Make him read it ! Don't send him 10 newsletters a week !
Back it up with links to exactly the right page on your website which
should contain all the necessary information for the recipient to contact
you and/or place an order. Keep your website up to date!
Each item should be a short introductory passage, followed by an appropriate
link to the website. If it’s interesting, the end user will ‘click
through’. Of course, the main news item could contain plenty more
information.
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