What's the secret to launching a visually compelling, results-driven HTML e-newsletter that will generate more qualified leads, inspire customer loyalty, reinforce your brand, establish your company as a thought leader, lower your cost of customer acquisition, shorten your sales cycle, and possibly deliver an incremental stream of revenue?
Can an e-newsletter do all that? With ProsperO, the answer is yes, if you approach regular e-communication with your prospective customers with both a strategic focus and an eye for detail.
If your e-newsletter isn't consistently engaging, relevant, and so useful that your readers want to print it out or pass it on to their colleagues, you're not likely to achieve the business objectives you've set. So how do you choose the content to fill your e-newsletter, issue after issue? Your best bet is to take some time to figure out what your audience is interested in.
Think carefully about your product or service and what problem it solves for your target market. What are their "pain points"? Apply basic UCD and write a newsletter that speaks to your recipient.
If you're marketing to other e-marketers, it's a pretty safe bet that they want to hear about calculating return on investment (ROI) or the current trends in response rates. But if you're writing to a highly focused, niche audience, they most likely want to hear about how the latest industry issues affect them. Remember, to them it's all about "what's in it for me", not about what you want to tell them.
Here are a few ProsperO quick tips for an effective e-newsletter specifically, in HTML format.
This is a good rule of thumb, whether for text or HTML. Don't worry about number of words so much as number of different articles, topics, and "fast facts." Your readers are saturated with information. Best bet would be to offer our facts in digestible chunks. You want to leave a lasting impression, both with design, layout and with content. So concentrate on one topic per issue.
How many and to what? Again, there's no absolute right or wrong. ProsperO suggests the sending of a nice-looking e-newsletter with a navigation bar linking back to your website. This practice will work if you want to draw special attention towards a service or product featured on your website. The point is, think strategically about why you're using links.
Voice and Personality
This is a key factor for ProsperO. We want your e-newsletter to develop a loyal following, therefore it's got to have a personality, even a bit of quirkiness. Get that personality into your subject line. Use it in all your copy. Even if you're sending your e-newsletter to hundreds or thousands, write as if it's one to one.
Spend money on copywriting expertise. It will have an awful lot to do with receiving the response you want.
The System Overview
We have developed a proprietary system which is capable of sending out mass volumes of emails in a very short timeframe. This might sound basic, however the problem one face when trying to send out bulk emails, is that your server will get flagged as a SPAM server, which means that other email servers will accept emails coming from the server you used to send it from. Remember that sending emails from your personal computer also go through a server at some stage.
With your system, we create the HTML, load the content, import your contact list to whom you wish to send it to, and that is it. The emails are then sent to the recipients, and you will receive a report of the amount of failures or non delivered emails, successful deliveries, and pending. Another key thing to remember is that by law recipients must be able to unsubscribe form the email list, and our system allows them to do so.
Here are some features of our system:
- Fast delivery timeframe
- Full reporting on deliveries, Pending and failed emails
- Automatic cleaning of email recipients list, thus removing of faulty email addresses
- Automatic unsubscribe function
- Managed service or self-service allowed
- Full support on product
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