E-Mail Newsletter Marketing Essentials
by Lee Traupel
If Gutenberg were alive today he would be in publishing heaven! Forget the printing press, the web has fast-forwarded self-publishing in ways that are evolving so rapidly it's becoming difficult to integrate technology and process to leverage the opportunities. Any company, regardless of their size and marketing resources should be publishing an opt-in e-mail newsletter - it's a very low cost way to build community with customers, keep suppliers/partners/other informed and generate new business.
How do you get started? You must decide up front if you have the marketing expertise to develop your "newsletter creative" in-house and how you want to manage the distribution of your newsletters. Many companies turn to agencies/marketing services firms to help them develop the actual newsletter creative and also outsource part of the process to ASP (Application Service Providers), who handle all facets of the list distribution, signup and ongoing management.
Content format can be critical to the effectiveness of your newsletter - we typically don't recommend HTML (text with images/graphics embedded) format unless our client's product or service is very consumer-focused. Plain old text is not as glamorous as HTML but it's a lot more effective in most cases - people want information, not fancy eye candy that's appealing to marketing geeks - keep your message, simple, to the point and with customer success stories or references when/where you can to drive credibility.
It's relatively simple to use a Word processor with a mail merge program to integrate the addresses (depending on the volume) with your message and then send out via your ISP. But, doing it in house can be very time consuming - you have to deal with inbound requests for people who want to be added to your list, "unsubscribes" (people who want to be deleted) and integrate your web site into the process, so people can automatically sign up with a back end auto-responder (automatic message) that confirms their sign up.
Most companies utilize an Application Service Provider ("ASP") to outsource the list hosting, signup and unsubscribe management processes and web site integration - typical costs are under $50. per month based upon your number of subscribers (on average up to 10-30K), frequency of your newsletter mailing (rule of thumb would be 2-4 times per month) and other specialized features, such as bounce back deletions (deleting any e-mails that have a "bad address") and making the HTML code available with a graphic to sign up people directly from your web site. Be forewarned, most list hosting providers tell you up front they reserve the right to delete your account if they catch you spamming thousands of people whose e-mail addresses were not "opted in" (given to you with permission to market to them).
What do you want to look for in an ASP List Hosting Provider? You want great customer service, an online interface that enables you to easily manage the process, the ability to easily to cut and paste your text (newsletter copy), instant distribution of your newsletter and the ability to know at a glance how many subscribers you have on an ongoing basis and the number of new subscribers and unsubscribers.
There are lots of list hosting companies out there - I'd recommend including two on your short list. One of the oldest, most well established companies that has consistently won rave reviews for excellence in customer service is Sling Shot Media, LLC www.listhost.net - they've been hosting since 1998 (ancient in web time) and offer a wide range of consulting services related to all aspects of newsletter marketing. The other company to check out would be Microsoft's bCentral Services www.bcentral.com which offers list hosting as one of its services. I can't give them rave reviews for customer service, as they make you pay extra for anything more than e-mail support which can be a hassle at times. But, their list hosting interface is easy to use, works well most of the time and they are price competitive.
Finally, one of the biggest marketing challenges facing many small to medium sized companies is generating a newsletter subscriber list. I don't have sufficient space in this column to address this challenge - but, it's a classic go/no go situation; the longer you put it off the harder it becomes,so get started, the upside rewards are too significant to delay!
Lee Traupel has 20 plus years of business development and marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services and software company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, providing this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.
| DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
More Newsletter Marketing Articles
More By Developer Shed
 developerWorks - FREE Tools!
|
<a href="http://zeus.developershed.com/shonuff.php?blackbird=3853&zoneid=442&source=&dest=http%3A%2F%2Fwww.ibm.com%2Fdeveloperworks%2Fspaces%2Fjazz%3FS_TACT%3D105AGY31%26S_CMP%3DDEVSHED&ismap="><img src="http://images.devshed.com/corp/img/news/jazz01.gif" alt="developerWorks Jazz space" align="left"></a>You've heard the buzz about Jazz... want to know more about it from a developer's perspective? Check out the Jazz space on developerWorks. This space is an up-to-date resource for developers, including technical information about Jazz and products built on Jazz, like Rational Team Concert Express. The Jazz space includes content from a wide variety of sources, including links, feeds, and comments from experts.
FREE! Go There Now!
|
|
|
|
Building a software-as-a-service solution requires addressing a few key technical challenges. In this webcast, we'll focus on the role of IBM Tivoli Directory Server and WebSphere Portlet Factory in creating a Software as a Service solution. We will demonstrate how to use Tivoli Directory Server to prevent the user population of one tenant from accessing the virtual portal and portlet components of another tenant. We will also use the dynamic profile capability of WebSphere Portlet Factory to create multiple highly customized applications from one code base.
FREE! Go There Now!
|
|
|
|
Effective governance for lean development isn’t about command and control. Instead, the focus is on enabling the right behaviors and practices through collaborative and supportive techniques. Hear from Scott Ambler on how it is far more effective to motivate people to do the right thing than it is to force them to do so. Learn how to form a lightweight, collaboration-based framework that reflects the realities of modern IT organizations.
FREE! Go There Now!
|
|
|
|
Download the IBM WebSphere Portal V6.1 beta code and learn more about the rich features and enhancements in IBM WebSphere Portal V6.1. WebSphere Portal provides a composite application or business mashup framework and the advanced tooling needed to build flexible, SOA-based solutions, and scalability to meet the needs of any size organization.
FREE! Go There Now!
|
|
|
|
Join us for this web seminar to learn how you can defend your web applications from attack. Learn about the 3 most common web application attacks, including how they occur and what can be done to prevent them. We’ll also discuss manual versus automated approaches for scanning and identifying web application vulnerabilities and how IBM Rational AppScan, an automated vulnerability scanner, can help you automate more of what you are doing manually today.
FREE! Go There Now!
|
|
|
|
This Fall, IBM Rational talks to you directly through a special teleconference series giving you access to the best minds in IBM Rational - product experts and market thought leaders who will answer your questions during these pre-scheduled telephone conference calls. Register today!
FREE! Go There Now!
|
|
|
|
Learn how to do more with your reusable assets with the free Rational Asset Manager eKit. The eKit includes demos on how Rational Asset Manager tracks and audits your assets in order to utilize them for reuse. Plus you’ll find white papers and a Webcast that discuss the challenges of a Service Oriented Architecture and how Rational Asset Manager can provide quick and effective solutions.
FREE! Go There Now!
|
|
|
|
Because access to government information continues to be an area of concern for many U.S. citizens with disabilities, the U.S. government enacted Section 508 of the Rehabilitation Act in 2001 to ensure that government agencies create accessible Web content, enabling all citizens to access the information they need. A fully accessible Web site makes Web content accessible to all individuals, including those with disabilities, who may be accessing Web content via a variety of user agents. Common user agents include standard Web browsers, text-only browsers, assistive devices and mobile devices such as cell phones or personal digital assistants (PDAs).
FREE! Go There Now!
|
|
|
|
Regression testing -- in which code is thoroughly tested to ensure that changes have not produced unexpected results -- is an important part of any development process. But many testing environments neglect the terminal-based applications that still form the backbone of many industries. In this tutorial, you'll learn how the Rational Functional Tester Extension for Terminal-Based Applications works with other Rational Functional Tester to help test terminal-based applications quickly and easily.
FREE! Go There Now!
|
|
|
|
The discipline of assembling and delivering software is maturing beyond standard developer-centric compile/test software builds. The end-to-end software development lifecycle is emerging as the new focus moves “Beyond the Build.” Join this on demand webcast to learn about methods for streamlining software delivery and key capabilities of the IBM Rational Build Forge framework for automating build and release management in environments of any size.
FREE! Go There Now!
|
|
|
|
All FREE IBM® developerWorks Tools!
|
