In the times of social networks and direct marketing, the good old e-mail can seem a somewhat obsolete form of digital media. But still, a well-prepared mass campaign or a quality newsletter are very effective tools in acquiring new clients or offering products to the current ones. Do you know what specifics a newsletter has to have to achieve its purpose?
The Fast Company website published advice on how to make a quality newsletter in five points:
Quality database
The first step is creating a good database of addresses to which the newsletter will be sent. Quality if of importance, not quantity. Try to separate the contacts as much as possible according to various parameters so that you can send different messages to different social, demographic or other groups.
High information value
Newsletters always have to include important information about the topic at hand, and to be personalized as much as possible to the needs of the individual groups. The information should be exclusive i.e., you should be the only source.
Calls to action
The e-mail should include a call to action, such as making a reservation, purchasing, clicking, replying, considering, etc. At the same time, it is important to be prepared, so it's as easy for the prospect as possible.
Feedback
Get feedback from your clients and analyze your success. Don't send e-mails and newsletters blindly; you need to know what you're doing, why you're doing it and what you want to get out of it.
Current trends and new methods
Keep on trying out new techniques and methods. People get used to things quickly, so you always have to keep surprising them with something new. Follow modern trends, and react quickly to current events and use new technologies.
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