1. Marketing Collateral The Value of Newsletters Diane C. Einsele, Principal Consultant DCE Communications, LLC August 23, 2002 Copyright (C) 2002 DCE Communications. All rights reserved.
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10. The Value of Newsletters August 23, 2002 Copyright (C) 2002 DCE Communications. All rights reserved. *** END *** Ms. Einsele is available for consulting and business writing assignments at 805.277.4889 and via email at [email_address]
Editor's Notes
CURRENT TOUCH POINTS INCLUDE: PHONE, FAX, IN PERSON, EMAIL & WEB FEEDBACK LEADS TO: 1. CUSTOMER REQUESTS FOR IMPROVEMENT 2. INPUT FOR FUTURE ARTICLES
CUSTOMER RETENTION: ONE OR SEVERAL SPECIALIZED NEWSLETTERS, RESOURCES PERMITTING TARGET CONTENT TO POPULATION: IF YOU WANT TO ATTRACT NEW CUSTOMERS OR PARTNERS TO YOUR BATH & KITCHEN DESIGN BUSINESS, INCLUDE AT LEAST ONE ARTICLE ABOUT YOUR SPECIFIC SUCCESSES OR EXPERTISE IN EACH ISSUE. INCLUDE OTHER RELATED TOPICS FOR VARIETY. ADS FOR PRODUCTS/SERVICES CAN BE MET WITH DISTRUST UNLESS YOU ARE ANNOUNCING A NEW PRODUCT OR SERVICE.
SOFT SELL: YOU ARE THERE TO INFORM, NOT HARD SELL. BUILD TRUST.
CONVERTING TEXT TO HTML NOT STRAIGHTFORWARD
You should choose an e-newsletter with a tone and style with which you feel comfortable. Your product message doesn't necessarily have to be exactly the same as the focus of the newsletter. Ever noticed the Tiffany and Co. ad on page three of the New York Times ? It runs virtually every day in the upper right-hand corner. Sure, the high-end jewelry and design company understands the demographics of the Times' readership (affluent, educated, etc.) and knows there's an overlap with its customer base. But there's more to it than that. By associating itself with the Times brand, Tiffany enhances its own brand. And vice versa. It doesn't hurt the Times to have a classy advertiser with a permanent spot on one of the most highly read pages in the paper.
Equal to 1 is “not worth the effort” Less than 1 is “bad” - End the Pain! You decide how to measure the intangibles RECOGNITION AS AN EXPERT If you see a bump in the number of new clients for your professional services or an increase in sales inquiries for your product, you may be able to chalk it up to your newsletter. PRESS INQUIRIES: The value of free publicity can never be overrated. Journalists and commentators have a nose for the real deal: quality, substance, and flawless execution. Aim for that and you're bound to get noticed. Many of these SPEAKING gigs are unpaid, so you need to ask if it's worth your time out of the office. If you get even one solid lead from the audience, it usually is. Good or bad, FEEDBACK lets you know you're being heard. Your e-pub is making an impact. Subscribers care enough to read it and take the trouble to write to you.
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