This is the fourth post in getting maximum ROI from your email newsletter and email marketing efforts. The first post, Key Elements for Maximum Email Newsletter ROI - Email Newsletter, Email Marketing Podcast Part 1 focused on knowing what device a newsletter will first be opened. Part 2 dealt with color and content completeness. Part 3a started the discussion of patterns followed by successful email newsletters and here in Part 3b we continue that discussion.
We left off answering "What kind of patterns emerged?" with a discussion of delivering on audience expectations. We continue with a count of what's important.
So let's count things out know; 1 - Know your audience. 2 - know what they'll expect and 3 - make sure they get it.In my case I knew their first expectation was to get more of the "Joseph" experience and I made sure they got it. Also, in the first actual email, I told them what I'd be putting into future emails. Again, I'm setting expectations that I can meet.
Next, I gossiped. Not about the industry and not about people, but about a project I've taken on for fun but that also has pretty great significance in today's social media world; I'm building a blog bullcrap meter for a company. They want to be able to determine if a person writing a blog believes what they're writing about or is just, you know, cruising and making things up as they go along.
Note that we're not talking about audience response. We've been analyzing if readers believe a blog is authoritative or not for a while now. This is a tool that determines if a blog's author believes they themselves are an authority or not.
So think of it; does the person blogging about how safe an commercial airplane is really believe what they're saying? Yes, take the flight. No, book another flight.
Also, who has more confidence in their industry? The company blog telling me that their baby medicine is safe better have more confidence in what they're writing than the person blogging about their visit to Nova Scotia, don't you think? But if they don't, there's a flag that medicine might not be as safe as taking part in Celtic Colors on Cape Breton.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- How to Design an E-Mail Newsletter to Maximize Your ROI: Part 1
- How to Design an E-Mail Newsletter to Maximize Your ROI: Part 2
- Email Newsletters, Anyone?
- Make sure your email newsletter is working
- SEND Glands Blog arc
- Know How Someone Is Thinking in 10 Seconds or Less Half-day training at the Fashion Institute of Technology in NYC, 13 June 08
- New Communications Forum 2008, 22-25 April 08 at The Vineyard Creek Inn & Spa, Sonoma County CA
- San Francisco Emetrics Marketing Optimzation Summit, 4-7 May 08
- SUNY Marketing Professionals Conference at the Fashion Institute of Technology in NYC, 11-13 June 08
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Tracked on: April 11, 2008 9:26 PM | Permalink to Trackback