Like many other communications consultants, I'm a huge proponent of email marketing, and more specifically, in regularly crafting and distributing informative newsletters to highly-targeted audiences (as opposed to some monolithic database of contacts).
Why? It's relatively easy to do, it's a great way to reinforce branding, thought leadership, and subject matter expertise, and it's very cost effective -- all of which are important to cash-strapped small businesses looking for excellent value and results with every single marketing dollar spent.
The glaring problem with most email newsletters is that they're solely designed as one-way communication vehicles: from the company to the recipient. Very few offer opportunities for customer feedback or engagement, and as a result, the sender misses out on a great opportunity to garner valuable input from prospects and clients that can be utilized to refine email marketing initiatives and other critical marketing programs.
So why not switch it up so that your email newsletters are working FOR you rather than AGAINST you? To do this, I highly recommend the following the advice outlined in this piece, written by Prasad Thammineni, CEO of OfficeDrop, which was published yesterday in Small Business Trends. In this great article, Thammineni recommends the following steps for taking your email newsletters to the max:
Why? It's relatively easy to do, it's a great way to reinforce branding, thought leadership, and subject matter expertise, and it's very cost effective -- all of which are important to cash-strapped small businesses looking for excellent value and results with every single marketing dollar spent.
The glaring problem with most email newsletters is that they're solely designed as one-way communication vehicles: from the company to the recipient. Very few offer opportunities for customer feedback or engagement, and as a result, the sender misses out on a great opportunity to garner valuable input from prospects and clients that can be utilized to refine email marketing initiatives and other critical marketing programs.
So why not switch it up so that your email newsletters are working FOR you rather than AGAINST you? To do this, I highly recommend the following the advice outlined in this piece, written by Prasad Thammineni, CEO of OfficeDrop, which was published yesterday in Small Business Trends. In this great article, Thammineni recommends the following steps for taking your email newsletters to the max:
- Use every newsletter as a test.
- Allow replies.
- Use unique URLs to track links in your newsletter.
- Include surveys to boost participation.
- Use a marketing application.
By incorporating this advice into your next email campaign, you're almost certain to take your email newsletters to the next level, and receive higher customer feedback and engagement. And trust me, that's a good thing.
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