This is part 5 in a series about getting maximum ROI from your email newsletter and email marketing efforts. I know it's entitled "...Part 3c". Part 3 was broken into three parts so this really is part 5. 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.
Part 3b continued the discussion of emerging success patterns and here we conclude the "What kind of patterns emerged?" discussion.
So your listeners can benefit in their own newsletters by following some simple rules; know your audience, set expectations, meet expectations, create an extension of an already favorable experience. Another thing I did was reward them for simply signing up. I offered a discount on the newsletter research. The only way to get that discount is through the newsletter. We're experiencing almost 3-to-1 newsletter to website conversion on that alone.The reason all these things are two-edged swords is because -- in my opinion -- companies and individuals don't do the right kind of market research to understand their audience. Especially in today's world, this is imperative and is something I really emphasize when I talk on the topic; People want that human touch, that's #1, and people want economy, simplicity, and are willing to pay any price to get it, that's #2.
So know your audience, know what they want on every level -- this is expectation -- and give them what they want on as many levels as possible. This has often been called "managing expectations" and it's really not. That's old school and, although still useful in some situations, I think it's losing its losing ground to waht we call "experience management". This is tremendously important in today's information-rich world. Give people the experience they want -- indeed, they crave -- and they'll reward you by giving you more and more opportunities to manage their experience for them because they trust you to give them what they want.
This is basic.
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
Sign up for the NextStage Irregular, our very irregular, definitely frequency-wise and probably topic-wise newsletter.
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