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Your Newsletter Marketing Strategy: Five Things to Consider
by: Stephanie Diamond
Sending out a monthly newsletter takes a good deal of effort. You need to determine your goals and how to measure them, prepare your mailing lists, develop content, and make sure everything is delivered correctly. Can you confidently say that you are generating justifiable revenue from this effort —or are you sending out a newsletter because everyone else does?

With all the new technology available today, the term "newsletter" has morphed into a dozen different formats. You can certainly find one that fits your needs. One thing is clear—do not continue to send out a monthly newsletter unless you are getting a real return on your investment.

Some things to consider when evaluating your current newsletter:

1. Get an independent evaluation of your current newsletter strategy from a marketer you trust. Make sure to develop tangible success measurements. You need to know if what you are doing is actually worth continuing. Your communication with your customers needs to be personalized and targeted to sell. You are building a mailing list for a reason. Make sure that mailing list pays off.

2. Is a monthly format the right one? You may want something published regularly, or you may discover that a few targeted one-offs a year give you a greater return. Just like everything else you do for your business, you need to test and revise ideas, products and methods.

3. Take advantage of new technology. There are new ways to personalize your content and develop a dialogue with your customers that won't be cost prohibitive. Consider using audio to announce your newsletter on your website or add audio in the body content.

4. Make reading your newsletter pay-off for your customer every time. Always offer discount links or other value-add information that separates your content from all the "value-free" content on the web today. Think about what the reader will be interested in, not what your company wants to tell them. Think about what they want to BUY, not what you want to SELL.

5. Use your support area to launch new newsletters. Many e-commerce businesses miss an opportunity to communicate with their customers when they go to the support area. Customers want quick answers. They also like knowing that the company cares about what they want and need. A newsletter that focuses on FAQs and support would be a welcome change from all the ‘marketing’ newsletters they receive. This idea is a simple one that only the most successful companies use. Don’t overlook a way to stand out.

About the author:
Digital Media Works, Inc.(http://www.DigMediaWorks.com ) is an Internet marketing and design firm that specializes in solutions for e-commerce companies . . A seasoned 25+ year management/marketing professional , founder Stephanie Diamond is experienced in building profits in a broad range of product and services businesses . She created a line of multimedia software products that sold millions of copies for America Online .


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 E-Z GRO Opt-In Mailing List Techniques
 by: Shon Christopher

An opt-in mailing list can be your most solid internet marketing tool. Think of it as a foot in the door – or better yet, a standing invitation to drop by anytime. Research has shown that it takes an average of seven contacts with a prospect to make your first sale.

It’s hard to count on someone returning to your web site seven times – but if you get them there once, and convince them to join your opt-in mailing list, you have a standing invitation to contact them with your offers, at your convenience.

The trick, of course, is turning your web site visitors into opt-in list subscribers. Opt-in list building is easier than you think. There are a number of tried and true methods of list building that you can use – but don’t be afraid to think outside the box to sign up folks who drop by your web site for a short visit.

Start with a good reason for people to join your opt-in list.

People don’t join opt-in lists out of the goodness of their hearts – they opt in because you’re offering them something of value. What have you got to offer?

• Get a 10% discount on all purchases over $25 – exclusive to members of our mailing list!

• Find out about our newest products through our opt-in mailing list!

• We’ll keep you up to date on the latest developments in [insert your field here].

• Special discount prices and offers exclusively for members of our mailing list.

Get the picture? You’re not saying, “Hey, can I keep bugging you to try to sell you stuff?” You’re offering a service – “I’ll let you know when I’ve got good stuff you want to buy.”

Post the invitation to join your opt-in list prominently on your web site. Simple list building truth number one is that people can’t join your opt-in list if they don’t know about it. Put an invitation to join your email list on every single page of your site – and make the invitation enticing.

Practice opt-in list building everywhere.

Include a short invitation to join your opt-in email list as part of your email signature so that it goes out every time you email someone. If you do a presentation or event, personally invite participants or booth visitors to join your opt in email list.

Bribe people to sign up with a free gift.

Bribery is a tried-and-true fast list building technique and website promotion tool. Selling weight loss products? Put together an e-book of weight loss facts about nutrition and offer it as an incentive to sign up for your opt in list. Be creative, and watch your list grow like a weed.

Offer incentives for referrals.


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