28 Responses to “Online newsletter- a powerful marketing tool?”

  1. Interesting article. For me the key to a successful email campaign is a) talking to a captive (or at least potentially interested) audience and b) giving them a single, jaw dropping, must take action article / offer / golden nugget.

    Offering tips and hints are a good way of creating an interested user base and more importantly help create indirect traffic through social sharing. However, this advice needs to be carefully crafted, well researched and show a level of authority and experience that you can’t get from a quick google search on the subject. ie It needs to be unique (or at least uniquely written).

    The Magnon emails are okay but as a chap who commissions these kind of companies I’d prefer a personal email from the Senior VC ;-) Relationship management is the key to success for any company in this very competitive sector.

  2. David Blair says:

    All good stuff, I would place engagement as the #1 priority.

    If there’s no WIIFM then it’s less likely your email will be read.

    So the challenge is regarding content and appeal targeted at your audience, not so much ‘what we’re up to’, but more ‘you might be interested to hear…’. Getting this right relies on a working knowledge of your email target group.

  3. admin says:

    Only if it isn’t marked as spam first.

    Note: This comment was posted by William T. Cooper via LinkedIn

  4. admin says:

    Yes, a newsletter is, today, one of the strongest tools that Digital Marketers have. There are several professional programs that let us measure how many emails were opened, where clients clicked, what did the liked and what not.

    It’s highly positive to integrate this feature into the Marketing Plan. It’s simple, economic and people can target effectively a market niche.

    In this sense, it’s almost a “must” into a Digital Marketing Consultant list.

    Note: This comment was posted by Abel Pardo Fernández via LinkedIn

  5. admin says:

    Only if the content is relevant to the needs of the person/people you are sending it to

    Note: This comment was posted by Paul McAnallen via LinkedIn

  6. admin says:

    An “online newsletter” can run the gamut from pure promotional nonsense to hard-hitting information and context. I’d argue that a well-designed online newsletter which a) demonstrates your advanced knowledge of a topic, b) shares news that really matters and c) offers useful case studies or other info customers can use can really be useful. All that being said, it also depends on what action you’d like them to take. Online newsletters can increase engagement and generate leads, as well as build your mailing list. If you want more than that, you’ll want to create marketing campaigns with a structured sales process in mind (and those aren’t newsletters, no matter what you call them).

    Note: This comment was posted by Anne Zieger via LinkedIn

  7. admin says:

    News Letters are the way to keep in touch with your regular and potential customers

    Note: This comment was posted by Syed Qutubuddin Asadi via LinkedIn

  8. admin says:

    Yes, but good content is a must. You also have to be careful about how frequently you issue newsletters. Some people get overwhelmed and will unsubscribe. I prefer to see “teasers” that link to the full article so I can scan easily for relevant content.

    Note: This comment was posted by Joy Underhill via LinkedIn

  9. admin says:

    I think it’s up to the consumer side. If ur targeted consumer is right, and the message you given is with deep insight, the online newsletter is the effective one.

    Note: This comment was posted by Jack Shen via LinkedIn

  10. admin says:

    Depends on subject, interest and target. If target has interest in subject – more likely to read vs. toss, obviously. Lots of waste in these things. List management essential.

    And ‘effective call-to-action’ I think is rather strong use of language – unless selling an item. But even need timing on that – one newsletter might not coincide with the readers/buyers needs – so the newsletter provides a comfort factor (trust, authority, etc). – For services – there’s a greater timing issue usually build-up/awareness – unless lucky. It’s hit or miss. Target is key – right people. Right message. Consistency. Luck. Keep them clean/short – nobody has time to read. Make people love you – build trust or whatever your ‘hook’ is — assume you offer some type of value equation. Then a more effective call-to-action will provide the essential missing market benefit. It’s not about newsletter it’s about what you say/do and who you talk to.

    Note: This comment was posted by Lisa Radin via LinkedIn

  11. admin says:

    Not really.
    Not every company and their representatives have the mentality or styles to manage a complex, responses on line newsletter.

    Back in the early days of the web, a marketing effort, on line, meant someone from legal had to make sure you weren’t breaking any laws, someone from marketing to make sure the message is what the company wants distributed and some one from tech to do the HTML and make sure it looked pretty for the public’s consumption.

    Today, you can turn and burn one out faster and easier but you are still not meeting all the criteria…

    And, then you have the whole ‘follow up’ issue to deal with in response to your active participants and engaging those who are less active…time and material is the true test of an online newsletter and some do it well and others just can’t see the forest through the trees…

    Note: This comment was posted by Guy Battaglia via LinkedIn

  12. admin says:

    It is a OK start…but it should be more of a “here is who we are, what we have done, what’s new etc… direct calls, direct marketing work 10X better in my experience.

    Note: This comment was posted by Heather Blair via LinkedIn

  13. admin says:

    I think this depends on the content of the Newsletter, and it’s main purpose. For me a newsletter should be about informing and engaging an audience and creating a piece of clever marketing that people are happy to see arriving in their inbox and spend time reading through. Selling a service or product should be secondary as readers will see through this immediately – remember you’re sending a newsletter not a marketing email blast.

    Only once you have positioned yourself as a trustworthy source will recipients respond to the services you have to offer. You first need to connect with them and build a rapport before you can start to talk about taking their money.

    In fact we are about to launch a newsletter for the Online Marketing Show, with the focus being on great content, and it is through this that we hope to create a community that potential exhibitors want to be a part of and invest in.

    Note: This comment was posted by Hannah Redfern via LinkedIn

  14. admin says:

    A newsletter can contain calls to action. These calls to action can be both subtle and direct. The calls to action must retain and add value to existing value propositions. They must not create friction and anxiety in the processes of the marketing funnel. A newsletter is one tool out of many that a marketer can utilize. Keep the focus of the newsletter on educational and edification aspects and a subtle call to action will ultimately drive a higher return on the investment. Newsletters are lead nurturing pieces not lead generation pieces.

    Note: This comment was posted by Jason Croyle via LinkedIn

  15. admin says:

    Depends on the credibility of sender and frequency of emails. More emails less reading..

    Note: This comment was posted by Saddam Siddiqui via LinkedIn

  16. admin says:

    Give people free content like a Free Report, Guide, White Paper, Mp3, or Cheat Sheet. Newsletters usually are not as appealing.

    Note: This comment was posted by Michelle Murray via LinkedIn

  17. admin says:

    EDM definitely is ONE of the effective way to establish user engagement. However, it subjects to:
    1. content quality – useful & unique, snippet not detailed
    2. frequency – regular or random
    3. information as bait – hook user to read more then settle with user interaction as step-by-step conversion

    Hopefully, the above make sense.

    Note: This comment was posted by Wilson Wong via LinkedIn

  18. admin says:

    Almost everybody has an email address, but that’s not the same with social media. There are still loads of people who don’t have accounts on Facebook, Twitter, etc. For that reason alone I believe that email newsletters will always occupy a strong position especially if the content of the newsletter is appealing and engaging with your target audience. The possibility of it going viral is also awesome.

    Note: This comment was posted by Ademola Abimbola via LinkedIn

  19. admin says:

    A Million times Yes!!

    To make it truly effective I believe all newsletters should….

    1. Target your Audience – Allows you to message out to them in their language where they will be more receptive.
    2. Original Content – First its a key driver for SEO and secondly it adds value to your newsletter as an expert

    Allow them to choose the subjects they want to subscribe too, this will prevent them from be flooded with irrelevant information that they will just delete.

    Note: This comment was posted by Roberto A. via LinkedIn

  20. admin says:

    Most e-newsletters are going into spam now a days. But overall, e-newsletters are amazing for people who find it relevant. Therefore, knowing your customer is important, otherwise you might just get into hating a brand. When in the first place you have not even though about them.

    Note: This comment was posted by Vikram Sekhar via LinkedIn

  21. admin says:

    It has to look professional
    Use graphics and bullets
    Be concise.

    But I probably won’t have time to read it anyway.

    Note: This comment was posted by Douglas Marlowe via LinkedIn

  22. admin says:

    yes… provided content / offer / compelling need for the subscriber to choose action, is a pull…

    Note: This comment was posted by Prasanna Kumar P via LinkedIn

  23. admin says:

    You need to think about your reasons for publishing a newsletter – whether it’s online or via email.

    Who is your audience and what is it that your want to share in your newsletters?

    Do you want to share great content, promote your products and services (or others) or just have an outlet for communicating?

    Newsletters are a great way to build up a relationship with your subscribers who may or may not already know you. If you want to use them as a call-to-action then you need to make a strong ‘call to action’ in your newsletter. Make it easy for people to respond to the call and know exactly what it is you want them to do next – follow a link, click a button, call or email you.

    Don’t spam them, make it easy for them to subscribe and unsubscribe (I use Aweber).

    If you have a dedicated, committed list of subscribers, who like what you do then a newsletter is a very effective way of engaging with your audience and delivering your calls-to-action.

    Direct people to your content from different sources – they may already be a subscriber but you can connect them via Twitter, Facebook, LinkedIn etc. Also provide it in a variety of ways to enable them to read it online and offline at a time that suits them.

    Note: This comment was posted by Clare Evans via LinkedIn

  24. admin says:

    No. You have advertising to convince people to call you. Newsletters should be about informing the prospect about something and if they like your style and your info and your lack of selling pitches…they’ll call. You confuse newsletters with advertising or you think they are the same. Make them be alike and watch the public ignore the newsletters with the same speed they ignore ads. Not everything in life has to be advertising….Be an original: send newsletters not ads camouflaged as newsletters and watch your phone ring for no reason…

    Note: This comment was posted by George Lemieux via LinkedIn

  25. admin says:

    As long as the content is relevant for your target audience and more about thought leadership/education than sales.

    Note: This comment was posted by Kira Mondrus via LinkedIn

  26. admin says:

    Yes and no. Yes in the sense that valuable content that is engaging will keep current/prospective clients/customers interested. No in the sense that email open rates are on the decline as mobile technology is steadily changing how businesses connect with their target audiences.

    Note: This comment was posted by Shaun Caldwell via LinkedIn

  27. admin says:

    yes…if it is good, has good stuff, hasn´t been marked as spam

    Note: This comment was posted by Joao Paulo Marques via LinkedIn

  28. admin says:

    I use a newsletter as a way to maintain top of mind awareness with prospects.

    Most newsletters have a poor ROI and should always be evaluated periodically. With mine I can see how many people opened the newsletter or particular article.

    Note: This comment was posted by Dan Forbes via LinkedIn

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