Dana on Marketing Messages: E-newsletter Success Secrets
The primary reason why a printer should bother doing an e-mail newsletter is because it gets your name in front of customers and prospects on a regular basis. Provided your content is solid (informational and well-written; not promotional and cheesy) and relevant to your list, you're providing terrific value.
A second reason why you should use this tool is because it's unobtrusive. It's the opposite of a cold call (which I hate). People opt-in to your list—they're asking to be on it, or giving you permission to send it, which is the first big step. Once you crack the content code and deliver interesting information that your readers look forward to, you'll find that your e-mail gets saved, forwarded and much anticipated. Over time, you'll become a trusted resource. People will hire you and refer others to you. If that's not a measure of success, I'm a monkey's uncle.
Here's another reason to do a regular e-mail campaign: It's perfect for sharing big announcements, hosting contests and featuring new services from time to time. Readers who look forward to good information from you will not mind bits of promotional content placed around the main article—like sprinkles on a cake.
Sending an e-newsletter is a lot cheaper than sending a printed one. Is this heresy? Maybe, but it's the truth. If you can afford to send both, by all means, go for it. Added benefits of an electronic version of your newsletter are these: they can be shared with a click of a button. Hyperlinks can be accessed and tracked. With services like Constant Contact, you can see who opened an e-mail, who clicked on which links, who forwarded an issue, who opted in—and who opted out. That's a whole lot of intelligence right there.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com