(E-newsletters) Every company should have one
Latest posts | Feed | By Mark Brownlow on February 22, 2006
G. Simms Jenkins challenges those focused on email as a source of direct sales to consider incorporating a soft-sell e-newsletter in their approach.
After outlining the reasons why email newsletters can complement and enhance direct response sales campaigns, he provides a collection of best practices and things to look for when designing and filling each issue.
Newsletters are especially useful for big-purchase, long sales-cycle products and services, since they keep you top of mind throughout the decision-making process.
But they can also keep customers and prospects engaged if you sell standard fast-moving retail items. Because at some point, people have bought enough of your golf balls and won't need any more for a few months at least. Weekly coupon offers lose their appeal in that context. That's when the newsletter keeps the relationship bubbling over the non-buying season.
After outlining the reasons why email newsletters can complement and enhance direct response sales campaigns, he provides a collection of best practices and things to look for when designing and filling each issue.
Newsletters are especially useful for big-purchase, long sales-cycle products and services, since they keep you top of mind throughout the decision-making process.
But they can also keep customers and prospects engaged if you sell standard fast-moving retail items. Because at some point, people have bought enough of your golf balls and won't need any more for a few months at least. Weekly coupon offers lose their appeal in that context. That's when the newsletter keeps the relationship bubbling over the non-buying season.
[This post brought to you by Campaigner Email Marketing]
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