About Your Newsletter
...... cars. Or coffee. Or sleeping late. Let them share that with you. The first
step is to encourage feedback. You can create a discussion list and a forum.
I know what usually happens. You create a discussion group, post a topic and wait for opinions to poor in. This may never
happen. It takes time to create a strong community. Many people might subscribe to the list just for reading other opinions,
and never post a message. This shouldn't bother you. They are a step closer to you than usual newsletter subscribers.
Remember that in a community, your promotional messages are beeing red as (hopefully) friendly advice. However, they are not
beeing perceived as agressive email ads.
A community is about trust and transparency. Allowing competitors to post messages (as long as they are respecting the
netiquette) makes you more credible. Moreover, you can be the first person in the list to post links towards other
competitors' websites. All you need to do is always insist on your USP (unique selling proposition). You'll always offer
something that no other competitor will. If you don't, you'll soon be out of business anyway, so why bother with email
marketing' Whatever you do, your customers & prospects will appreciate the sincerity in the first place.
Become a member yourself in other communities. Have you thought about starting with your best competitors' If they kick you
out, remember to post a thank you message on your own list (no kidding).
Publishing in targeted discussion lists is a powerful way to reach thousands of prospects. And they're already 'filtered'.
Now you are treating your subscribers like real persons, that have preferential needs. Now you can get back to thinking about
sales.
Netiquette
This is not just about how others behave on the web. You have to respect some rules too. When you place a link, don't
mislead. When you choose a subject line, don't lie. When you splash a half page title, make sure it relates to the content of
the message.
Finally, some editing tips:
* Don't take me as an example and use short phrases.
* Use lists.
* When you start editing a newsletter, you become a public person. That's like a public speaker. Don't be afraid to speak
for yourself. Let people know who is talking.
* Use a friendly, but non-aggressive & friendly approach.
* When sending personalized messages, make sure that the names are being spelled correctly.
* Ring the bell! Arouse interest by using questions. Start with a controversial subject. Use incendiary or celebrity
statements on the topic you want to approach. Create a doubt.
* Stay away from cliches like 'we are the best', 'we doubled our sales last month' and so on. How well you've been doing
lately is probably more interesting for yourself than your subscribers.
* Quote authorized opinions.
* Get celebs in your business field to write an article now and then for your ezine. Ask for interviews, get statements
and figures. These are some very objective inputs that you can use.
* Always include your incentives and current sales in the newsletter. Some subscribers may not visit the website for
several weeks.
* Provide tips, especially about bargains: books, seminars. Don't let the fact that they are offered by competitors stop
you. Prove competition really works for you. Well this doesn't mean you need to be laudative for no reason.
* Don't forget to sign your articles. Say who you are and post a contact link. This is the beauty of email. You can send
to anyone and receive from anywhere, in a moment.
About the Author Iulia Pascanu writes for http://www.emailmarketingsoftware.org/ where you can find more information about http://www.emailmarketingsoftware.org/learn/">Email Marketing Software.
Please feel free to use this article in your Newsletter or on your website. If you use this article, please include the resource box and send a brief message to let me know where it appeared: mailto:iuliap@gmail.com
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