Tuesday, June 30, 2009

More on Html Email Newsletters: Background for Newsletter Marketing

In my last blog, I talked about the difference between blog marketing and email newsletter marketing. While blogs are pretty straightforward once you get the hang of content, it’s worth another post on html email newsletters. Html email newsletters require a mailing list, an attractive design, and a good application for mass emailing, such as Vertical Response. Unlike blogs, you have the ability to review in-depth statistical information from the recipients of your html email newsletter. A mass email application will tell you how many people opened the email newsletter, how many clicked on the newsletter links, which links they clicked on, and how many unsubscribed from the mailing list. This is all very valuable information which can be used to maximize the effectiveness of your email newsletter marketing.

Knowing who opened your last email newsletter, for instance, you may decide to send a follow-up newsletter marketing campaign to interested recipients. Or, if not many recipients opened the html email newsletter, you may choose to modify the subject line next time. If one of your links garnered more clicks than another, that will indicate what is worth honing in on for later email newsletters.

Html email newsletters require a good contact email list. You can get lists from lead generation campaigns, but they must be kept up to date. It helps to personalize newsletters with dynamic content—for instance, an html email newsletter can be coded to address itself to individual recipients. Rather than have a generic newsletter marketing campaign, each email newsletter will be tailored to each recipient. This kind of practice increases response rates and improves the success of each email newsletter campaign. It’s important not to over-send email newsletters or campaigns as this can irritate recipients. In the same vein, it’s best to keep html email newsletters brief—save the content for your business blog instead. You’ll see more recipients clicking the links in your html email newsletter if they don’t have to wade through excessive content to find it.

Successful html email newsletters require commitment and patience, but they will bring results. Email newsletter marketing will increase traffic to your web site and blog. Html email newsletters increase awareness, offer an avenue for branding and promotion, and are a good way to stay on the radar of prospects. To learn more, read my last blog on the difference between business blogs and html email newsletter marketing.