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E-Mail Newsletter Marketing Essentials

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!

About the Author

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. He can be reached at
Lee@intelective.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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