Marketing with an e-newsletter
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and grow your business. Visit www.topica.com to
learn more and to download your free white paper now.
Email newsletters are a fabulous way to get people to think of you first when they're ready to buy. But only if you do it right. How do you ensure yours is the one people look forward to? How do you ensure your e-newsletter carries impact and influence? Read on for the answers...
Contents
1. A few words before we start
2. The challenge and how to meet it
- Newsletter management, delivery, structure and layout
- Subscribing
- Unsubscribing
- Subscriber support
- Administrative list messages
- Delivery
- To, from, and reply-to headers
- Subject lines
- What you see is (not) what you get
- Choosing an email format
- The newsletter header
- The newsletter footer
- Structure
- Tips for getting text emails displayed as intended
- Tips for getting HTML emails displayed as intended
- Grammar and spelling
- Style sheets
- Editing practicalities
- Dealing with readers and feedback
- Dealing with freelance writers
- Dealing with spam (and permission)
- Your website
- ISSN
- Using free services
- Relax
4. Value
- What is valuable content?
- The balance between content and promotion
- Content strategy, length and frequency
- Common types of content
- Content sources
5. Personality
- Approaches to newsletter writing
- The human voice
- Why personality?
- Where to feature personality?
- What personality?
- Own and invented personalities
- The reader relationship
- Personality and personal
- Number of addresses in your distribution list
- Delivered emails and open rates
- Clickthrough and landing page metrics
- ROI
- Qualitative metrics
7. Final words
Need more email marketing guidance? Try the email newsletter.