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CHAPTER 12 Newsletter promotion and marketing tips
Design a newsletter and send it on a regular basis this could be monthly, weekly or whenever you prefer. Please beware not to swamp your customers with e-shots unless you have a good reason to do so. Everyone who uses email has a major problem with junk email, called spam and you may be adding to the problem.
Make the newsletter brief and include benefits for people to read the newsletter such as unique offers for subscribers. Promote new products & services, improvements to website and company news. Allow users of your website to subscribe using a link from every page of your site. You can also encourage people to sign up by entering them into a free competition. Nowadays you can create HTML rich newsletters which mirror the look and feel of your website; they can contain product images and links directly to your site.
Don't forget to allow the readers of your newsletter to unsubscribe. You can do this by having a remove link from the bottom of every e-shot. Failure to do so will result in angry letters from those customers who do not wish to receive the e-shot.
Make the subject title of your email catchy to draw attention to it in those crowded inboxes. Subject titles are what most people scan before deciding on if they want to read an email. Also make your emails personal and address them to the person who is receiving it, if they have ordered a particular product in the past offer them a discount on a complimentary product or service. Taking the time to make emails more personal will reap great rewards.