![]() What comes across as friendlier and more respectful - a newsletter that says "Dear John" or one that says "Dear most valued client"? Especially when the recipient is just a lead and not yet customer.Ī quality newsletter, sent out by a system that's capable of doing so, can automatically identify your readers' interests, allow you to develop targeted campaigns and keep track of who opened / clicked on what topic.Ī really smart system can boost your Google visibility as well. Keep your content relevant to the intended recipient, even if it means sending out different newsletters to different recipient groups or unique categories of contact. Newsletters are great for making announcements, providing information - and for building your reputation and establishing trust. It's far better that a recipient of your newsletter reads just one item because it looks interesting, than them ignoring all that you have to say because they don't have time to read everything. Give the recipient a quick overview of what's in each article so that they can click on a link to read more on the topic that interests them. Multiple short items that a reader can quickly scan through is preferable to long articles that require a lot of reading. Your newsletter should contain useful and interesting content. If you have subscribers who are regulars and with whom you have a trusted relationship, you can get away with something very specific and say things like "January product updates". A catchy subject line will encourage recipients to open your newsletter. The first point of contact with your newsletter is the subject line in the email that transports it. It's far preferable that a recipient of your newsletter simply ignores what you say, than them choosing to unsubscribe. ![]() If a reader elects to unsubscribe from your newsletter, what they're really saying is "I want nothing more to do with your organisation" and your line of communication is severed. If a visitor leaves your website, there's always the chance that they'll come back. ![]() As with everything else on the Internet, your readers are just one click away from sending you into oblivion. ![]()
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