Email newsletters: Making One Work for You - Building Your Sales
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Increase the number of recipients opening your newsletter by using a tempting sales headline. Clearly identify the sender as your business so your readers know it’s from your company. Keep track of the number of openings, the number of click-throughs to your website, and the number of actual purchases. Test different combinations, one at a time, to improve those numbers.
To swell the number of newsletter subscribers, make a free offer. With every new name and address, offer a free e-book, a white paper, or a general informational booklet. Gift certificates and generous first time purchaser discounts also work well at adding new recipients. Keep good records of your purchasers, and offer them additional incentives and frequent buyer rewards. Those are the ones that will spread the word of your email newsletter and of your business. Each email should always include a link to send the email to a friend, taking advantage of word of mouth possibilities.
Finally, always provide an unsubscribe link. When someone requests their name removed, do so promptly. It avoids any possible spamming charges, and removes a person who is not likely to buy at this time anyway.
By keeping your email newsletter interesting and informative, you can keep customers happy to receive your information, giving you higher sales results. Set your newsletter apart from the regular email, and it will be welcomed by your subscribers.
(This article originally appeared in the September 2004 issue of Plug-In).
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