How to create a newsletter?
The e-Newsletters are increasingly a factor in support for the success with which all businesses operating online have to face the reality of a system that tends to be saturated with information. This translates into a tendency toward loyalty, a priority for customers who want to get hold of quality.
What is an e-Newsletter?
Taking as technological support e-mail, e-Newsletters consist in a literal translation of the phrase, in news sent electronically. These stories may include, potentially, anything that has to say. In this case, the e-Newsletters Newsletters differ from traditional medium, which allows for various forms of distribution, design and analysis of results. It is, in short, online marketing tool par excellence, since it allows regular contact with subscribers, strengthening, thus, their loyalty.
Types of e-Newsletters
Because they are decisive in the selection of options regarding the design of an e-Newsletter, we will consider three types, depending on the type of organization or company that promotes and the structure of what is published. As with all generalizations, is to establish broadly indicative only, whose purpose is none other than the ease of achieving greater exposure and understanding to the reader.
Why an e-Newsletter?
The e-newsletters are essentially a loyalty tool, since they allow regular contact with the target audience, thus promoting the establishment of a relationship, relationship marketing. Complementary way, it is also a cheap and fast that it also allows a precise and rigorous monitoring of results.
Goals, objectives and target audience
The first step in implementing a project of this nature will determine the why, what and whom, in an e-Newsletter. As in any communication strategy, these data are absolutely crucial to the selection of a set of configuration options for the Newsletter: from the type of background design (layout) to determine the best time and day for shipment. Also the classification by type of entity / / objectives of the Newsletter, to which reference was made ut supra may eventually serve as a guide line in the definition of these aspects.
Subscribe to the e-Newsletter
Budgets defined above, it should be (not necessarily in that order) to decide which methods of attracting subscribers must choose, as well as the fields seen in the subscription form. Talk about it right away.
Methods of attracting subscribers
There are four commonly used methods for doing so: the opting-out, double opt-in, opt-in and the use of mailing lists.
Contents of the e-Newsletter:
The contents of the header is of the utmost importance, as decisive, in most cases, to the user's decision about whether or not to open e-mail received.
In the space for sender's identification must include the name of the institution that promotes e-Newsletter, if possible, you must also add the name of the person or team responsible for editing. The question, at this point is to assess which of the two options is more convenient.
In the e-newsletters that have been used as a model for this study, almost all referred to a court building (company, organization, group ...) and not a personal. For my own experience, I can say that I tend to more easily open an e-mail sender with personal, although I consider that the institutional option is most appropriate, especially in this context because it is more illuminating of the origin of e- Newsletter, and avoids some frustration about the expectations that its content could motivate.
The trade-off is set at the point of whether the e-newsletter should be directed specifically to the actual recipient who receives or whether it should be a standard shipping. Here, the answer is immediate: to be customized. There are also technological applications that automate this process, allowing individual identification of each subscriber. However, in solutions "artisanal" is preferable to the "to / for" come in white to prevent the display of all the email addresses of subscribers. To do this, it is best to build a recipient list with your email program and send all the addresses in the list in the recipient field hidden or DCC.
Another dilemma we face at this point: choosing between a descriptive and suggestive approach. As a rule, the e-newsletter with commercial vocation choose titles suggestive and informative, by descriptive titles. This is the general trend.
You can consult many articles and general literature on this topic. They all come to say about the same as Nicholas Negroponte, a famous fiction author and philosopher of new technologies, reflected in the following sentence: "brevity is the soul of email." As the body of content, in its most formal, there are two kinds to consider. The e-newsletters in text format and e-newsletters in HTML format.