E-mail Newsletters That Customers Actually Read


	E-mail Newsletters That Customers Actually Read

chriscorgiat

5-8-2009 8:19 AM

73 views

tags:

newsletter, engagement

chriscorgiat says:

While customers' in-boxes are overflowing, here are some tips to get them interested in your company's e-mail newsletters

Link:
http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/d6117179-22e0-46f9-904c-10780dc18dfd/88653F62-94FD-4FA2-BD21-12989E0CF031/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories" href="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories" style="font-size: 11px;">www.businessweek.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">E-mail Newsletters That Customers Actually Read</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Offer Expert Advice</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Share your knowledge with others in a "how to" column or "five easy steps to [fill in the blank]." Keep your tips short, sweet, and instructive.
</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Stay True to Customer Expectations</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">"Be specific regarding the frequency of your newsletter and the value you will provide," says Popick. Then, "Make good on your promise."</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Once a customer opts in to a newsletter, it shows up in their in-box until they choose to unsubscribe. So content you may think is great can quickly become intrusive if it's not relevant to your customers. Mozy's marketing staff decided they could develop interesting content for customers at least once a month, and that increasing the frequency ran the risk of diluting the content.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Use Customers to Tell Stories</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">no better way to sell your product than to use customers to illustrate your story</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">healthy mix of images and text in their newsletters</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">Deliver Great Content and the Money Will Follow</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.businessweek.com/smallbiz/content/may2009/sb2009054_011526.htm?chan=smallbiz_smallbiz+index+page_top+small+business+stories">very little promotional copy</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/88653F62-94FD-4FA2-BD21-12989E0CF031/blog/" title="blog or email this clip"><img src="http://content6.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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