Maxx Marketing News

Why Should You Invest in an Email Newsletter?

Dec 09/07 - Recent studies on the effectiveness of email as a marketing tool reveal some startlingly upbeat news. 11% of travel decisions are directly influenced by email, while return on investment has been pegged at: $58 for every dollar spent. In 2006, the value of each relevant email address was pegged at US$6.40. Incremental value grows for the recipient with each message received.

Remote e-mail services provide a number of benefits over sending email newsletters from your desktop mail program:

• Email lists grow over time with automated signups and forwards (average email list grows at a rate of 5.2%/month).

• Sending email won’t clog your mail server and your domain will never be identified as a source of spam which could shut down your email service.

• Track the effectiveness of your emails: opens, click-throughs, and pass-alongs.

• users are assured of having the latest technologies at hand.

• newsletter templates make designing a newsletter easy.

• Double Opt-in process ensures you comply with Canadian legal standards: PIPEDA

Newsletters that Make the Phone Ring:

Consistent design, delivery, subject line, sender (business name)
A unique voice. Invite staff to write content.
Information / Education: interviews, recipes, the inside scoop, links to rich media.
Entertainment: ie: poetry, stories, photos.
Offers: Specials, Early notification, links to free rich content.
Ask your subscribers what kind of content they would like.
Lifestyle (people pictures) increase click-through rates 25%.

Grow your List - A strategy for list building:

•automatically add and remove subscribers
•Make sign-up ubiquitous.
•Make sign-up easy. Get details later.
•Invite telephone inquires to subscribe.
•Include forward to a friend and opt-in links.
•Describe the benefits as part of your media release strategy.
•Promote your e-mail in others’ e-mails.
•Promote e-mail subscription via search.
•Post samples of your email news online.
•Participate in cluster email marketing.
•Deliver content your customers want to read.

Check Before Sending:

• Identify your privacy officer & post a link to your privacy policy
• Always send a test e-mail
• Spell Check it
• Links go where they are intended
• Ensure staff know about special offers
• Pages you route people to function properly - forms, etc.
• Images display properly and have relevant alt tags.
• Check content with spam filter
• Review your previous email to see which items generate the most interest and track your open and click through rates

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