Not Just Your Ordinary Email Newsletters

Email marketing can be likened to the primitive black and white advertisements showcasing

only pictures, taglines, and sound clips, it being the first ever online selling strategy. Nevertheless, it has not lost its touch as a promotional activity in building a solid customer base for any online business person. The fact is sending of electronic mails is considered the top activity done in the Internet; thus, emails will never waiver in their role of connecting people across the globe.

The functionality of emails as a marketing strategy does not mean, however, that you have to stick to the outdated touch and go advertisement. If you want to influence current as well as potential customers to patronize whatever product or service you are selling, you have to stand out from the rest of your bunch. This is where email newsletters will come in.

The concept of sending ads through emails is basically the same; but instead of the one-time thing of email ads, you have to come up with a constant stream of advertisements through a newsletter. Another important distinction of the old email ads and email newsletters lies in the way ads are packaged. Rather than bombarding recipients with a sales pitch of why they "need" to buy your product or service, recipients are provided a guide to everyday living while subtly hinting for them to turn to your product or service for a solution. The following are tips on how to produce an email ad which will leave your customers wanting more:

Inject practical tips. Opportunity to make a sale comes when you provide people practical solutions to their problems. For you to succeed in your email advertising campaign, find out the common problems faced by your customers on a daily basis and offer your product or service as the perfect solution. To achieve this, you will need a resourceful research team to find out your customers' most pressing problems and an insightful group of writers who can capture what your customers need by walking in their shoes.

Make the newsletter interesting. What makes a reader finish a story no matter how long it is? When he or she finds the story entertaining. This can be difficult sometimes given the differences in characteristics of your customers. A helpful tip is to come up with sections of your newsletter targeting each subgroup. One section might contain jokes, another might be a self-help corner, or a letters-to-the-editor section that will answer questions of previous customers.

Solicit suggestions from customers. Aside from this being a way to improve your email newsletters, this will send the message that your customers matter to you. In every issue of your newsletter ask every recipient to provide a feedback on how the newsletter has helped them, how it can be improved, and any product or service related questions they might think of. You can also point them to your Web site for direct access to your customer support team, if you have one, and to get their questions answered right away.

by: Victor Green

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