Liz Maritz

Starting an E-Newsletter

Last week the benefits of database email marketing were mentioned.  Following that discussion, it is an appropriate time to take a look at some do’s and don’ts of different forms of database email marketing, especially the e-newsletter.

Email newsletters are one of the most effective methods of internet marketing available. Whether you collect email addresses via your own website or buy email lists from another company, the conversion rate and responsiveness of email newsletters is usually great for the most part. Creating an email list or newsletter of some sort is especially important to fuel the business-to-customer relationship, thus keeping your customers coming back to your website more often. The more often customers return to your website, the more likely they are to purchase a product.

Email newsletters also create opportunities for you to collect advertising revenue from external sources. Embedding ads in your email newsletter can generate huge revenue for your business, as advertisers also like to capitalize on the responsiveness of email newsletters.

The process of creating an email list or newsletter is rather straightforward. You can simply post a field for your website users to provide their email list, or preferably have a link to a webpage in which your users provide a significant amount of their information so that you can participate in database marketing.

While the process of creating and implementing email newsletters is simple, there are several mistakes that websites make when starting newsletters. It is important that you avoid these mistakes in order to have a successful e-newsletter campaign.


1. Lack of Consumer Reassurance

Try putting yourself in the consumer’s shoes. What is your biggest fear when you sign-up on any internet form or newsletter? SPAM! Those annoying e-mails from advertisers that you have no interest in reading or buying from can cause some big headaches in your inbox. In order for your e-newsletter campaign to maximize its subscriber base, you need to reassure potential subscribers that their e-mail address will not be used for spam and that you respect their privacy.Even while there have been laws passed to prevent spam such as the CAN-SPAM Act, we all know that spam is still very prevalent. Spam is likely the consumer’s biggest fear when signing up for e-newsletters or email lists, so it is important to reassure them that you respect their privacy when signing up for an email list.

2. No Plan

What is going to be in your e-newsletter? Will the e-newsletter simply work as a driving force for your website, or will you include exclusive content to make the e-newsletter valuable on its own? It is important to know what you will include in an e-newsletter before you send it out, both in order to know what you are advertising for consumers and increase the chance that consumers will not want to unsubscribe after they receive your e-newsletter.

3. Not Collecting Enough Information

For many newsletters, database marketing is one of the most important reasons to start a newsletter in the first place. Database e-mail marketing gives you the ability to not only personalize the e-mail experience by mentioning the customer’s name, but also determine what exactly will go into the newsletter. For example, you could determine what type of advertisement to include in the newsletter by asking newsletter subscribers to checkmark their interests when they signup. Once those interests are in your database, you can then insert “wildcards” in your newsletter to specify different ads or send emails separately based on consumer interests. When using ads within the newsletter, this is an excellent perk for you to show off in order to get more money for your e-newsletter advertising space. This database information can also help you learn about your subscribers’ interests, which in turn you can use to attract advertisers of different industries to subscribe to your newsletter.

Once you have your e-newsletter planned, the final step is to find a newsletter service provider. Budgetary constraints may determine this process. No matter which service you choose, just make sure it is capable of fulfilling all of your needs and plans for your e-newsletter.

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