By: Molly Greene
1. Establish a long-term game plan. Smart advance planning will help you tie your e-newsletter campaigns in with your blog and all your other strategic marketing efforts. You can’t just pull the trigger on a single e-newsletter and expect good results. This type of marketing is a commitment that will pay off over time, and it works best when you create a long-term strategy before you send the first issue.
2. Options: Mailchimp, iContact, Constant Contact, Aweber, Feedblitz. All these e-newsletter systems are reasonably priced or free and offer some degree of analytics so you can track statistics such as which sends are opened most. Choose one and go for it. Aweber and Mailchimp seem to be the most popular, and author Toby Neal shared a great guest post with my readers about Mailchimp’s benefits. I’ve used iContact and I think it’s a little clunky, but what do I know? iContact does have an autoresponder function that allows you to program sends, like an automatic email to “greet” new subscribers as they sign up.
3. Test different messages, content and formats. Although it’s best to have a professional create a beautiful branded banner for your e-newletter, you can try different ideas in overall layout, content, packaging, and offers. Research what has (and has not) worked for others, then experiment with various approaches until you hit the mark and get the desired response.
4. Include at least one call to action. . .
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