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Internet/Web / Internet Marketing with Newsletters

Internet Marketing through Newsletters

What is a Newsletter?

A newsletter is mail, a page of information that is sent vie email by an organization or company to its target audience. The target audience may include customers or clients , suppliers, competitors and other parties that would have interest in the subject matter.

The emphasis in the newsletter is on the "push"  rather than on the "pull" as occurs in the website itself. The newsletter pushes out useful information and the website pulls web surfers into the site.

Role of the Newsletter?

Sending out a regular newsletter developed thoughtfully acts to;

• Remind clients of the existence of the company in a manner that should be useful and helpful to clients – with great content
• Develop a dialogue  between the company and its markets
• Create a sense of professionalism, authority  and customer service through information
• Advertise of  customer products and services  in a focused way
• Call to action

 How do you Build a Newsletter?

• First consider, what are the objectives of the newsletter
• Who is the target audience – what is available form other sources?
• Determine a person responsible for the newsletter
• Decide on how often to  post the newsletter, and stick to it
• Decide on a basic consistent format – an article, tips, up coming events
• Consider attractive design

To whom do you send the Newsletter?

• The first time you send the newsletter you can send it to your whole mailing list
• It is critical to allow people to unsubscribe
• It is important to have a place where people can subscribe ( by name and email address alone) to the newsletter  on the home page of the website. Assure subscribes that their emails will not be shared – stand by your word!
• It's useful to include the function "send to a friend"

Managing your Subscriber List

A sophisticated newsletter management system will allow you to automatically manage your list. After completing the content of the newsletter you should be able to just click send and it will allow for people to unsubscribe as well as identify doubles in email address automatically. It will also tell you who has opened the newsletter and acted on it

The Difference Between Newsletters and Spam

Spam is advertising that is sent randomly with out the consent of the reader.
Spam is often sent out to millions of readers and usually it is not opened

How do you ensure that readers open your Newsletter?

• Send out interesting newsletters, invest thought and effort in the content that people can use later, over and again
• Invest in the design of the newsletter
• Be consistent in the frequency
• In the subject line use a set text
• Number the newsletters
• If you don't use an automatic management system, then ensure that you remove names manually

Summary

A professional newsletter sent out consistently by the company is an excellent marketing tool that, when managed well, enables you to create a two way communication track with your potential and current clients to achieve your business goals.

Translated from article by Avital Yogev

CEO of Galomania
Websites with the Emphasis on Marketing

www.galomania.co.il
avital@galomania.co.il