Transition from Print to an Email Newsletter
When you or your organization is making the transition from printed newsletters to email newsletters, it can seem like a daunting task. But it really doesn't have to be that way...more>
Making an Email Campaign Successful
Testing, Timing and Tracking
What makes an email marketing message successful may sometimes seem like a mystery. Many organizations are surprised to find out that optimizing the effectiveness of their email efforts hinges on three basic principles: Testing, Timing and Tracking. It's astounding at how much these three T's can increase the success of an email campaigns!
The Power of Permission
All of you know the 80/20 Rule: 80% of your business comes from 20% of your customers. Studies have shown that increasing your existing customer's spending by even 5% can translate into a 25% to 95% increase in your company's profitability. This type of focus on your existing customer base is often referred to as retention marketing - also known as loyalty marketing, customer relationship marketing or database marketing.
Regardless of the term, building stronger relationships with your most valuable asset - your existing customers - is simply good business. With the advent of email, a new field of marketing has exploded on the scene - it's called Permission Based Marketing...more>
Buying an email list is a bad idea... there is a better way!
Many companies consider buying email lists to extend their reach and to find more donors or members. Most of the time this is costly with little return. Other times it is simply a disaster...more>
Can my organization afford an email newsletter?
The average cost of bulk rate newsletter mailing is $.40 per piece. If you distribute a multi-page booklet or magazine, you're paying much more than this...more>
Email Deliverability Studies
Recent studies predict that the average email user will receive nearly 1,600 unsolicited emails in 2006. In an effort to protect themselves, many Internet Service Providers (ISPs) and tech departments have added filtering mechanisms to block unsolicited email (popularly known as "spam"). The problem is that in addition to blocking spam, filters may also block permission-based emails if the content, formatting, or subscriber list resemble unsolicited mail...more>
Print vs eMail Newsletters: Do The Math
The Dallas CPA Society is a prime example of success in making the transition from print to email newsletters. The Dallas CPA Society printed a monthly color newsletter as well as other mail pieces. Their hard printing and postage costs exceeded $100,000.00 dollars each year. Responses to the mailings were low, as were donations, registrations for events and classes offered by the Society's continuing education committee...more>
HTML Newsletters vs PDF (Adobe Acrobat)
So you are a technology user and have been publishing your newsletter in Adobe PDF (portable document format). You've spent hours laying out the pages in an application such as Word or MS Publisher, converted them to .pdf and uploaded them to the server for your visitors or members to download and read. While this method was the "newest technology" for years, it is time consuming for the creator and can be cumbersome for the readers with slower connection speeds...more>
Repeat after me...Email is more important than my web site!
I have been recommending "The Three Rules of Email" that is part of The Gilbert Email Manifesto* written by Michael Gilbert of The Gilbert Center.
View the complete articles...more>
- Rule #1: Resources spent on email strategies are more valuable than the same resources spent on web strategies.
- Rule #2: A web site built around an email strategy is more valuable than a web site that is built around itself.
- Rule #3: Email oriented thinking will yield better strategic thinking overall.