Recently I sent out the first issue of a monthly e-newsletter, which aims at enhancing member loyalty and relationship for a particular group of interest. The primary goal of the newsletter was to encourage members to attend a particular seminar, sign-up for our blog services and discover a new community web site. Members tend to be digital savvy and opted-in to receive newsletter. I used proprietary email marketing software and sent one HMTL version only to close to one thousand members. Due to time and cost constraint, neither segmentation nor newsletter customization was performed.
The lay-out of the newsletter was distinctive, simple and a continuity of the brands we were promoting. It allows members to gather information quickly. The headlines were designed to capture member’s imaginations and there were several call-to-actions spread-out throughout the newsletter (a combination of links and phone number to call). As I developed the newsletter, I have found the following sources really useful in providing some guidance on content, design and call-to-action.
- Email anatomy > Email experience council
- Email design > Email marketing reports
- Email copy tips > ClickZ Copy tips
- Email copyrighting > Email marketing manual
- Best practices > ClickZ Marketing Excellence Awards
- Email call-to-action > Email marketing report
In addition, you can check out these organizations web sites: EMarketing Association, Direct Marketing Association. I personally also like the CMO Council and Marketing profs which regularly publish white papers on this topic.
Wednesday, May 20, 2009
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1 comments:
Many business use email marketing to target customers or communicate with clients. But we have opted for sms marketing instead, as it provides similar benefits and functionalities. To make thing easier, we have started using a business texting service that allows cross-platform texting options such as messaging from slack to sms and vice versa.
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