1 Fresh Approach to E-mail Content
One question that often comes up when evaluating the performance of an e-mail newsletter program is, “How do I keep my newsletters fresh and interesting?” Unique content is the best way to ensure your subscribers will want to read your newsletter, and one way to do this is to include links to online polls or surveys.
Online surveys and polls allow you to create an active dialogue with your customers. Rather than just pushing information at them, surveys and polls provide an opportunity for your customers to respond, creating a two-way conversation. By linking to an online survey or quick poll on your Web site, you’re achieving three important goals: driving your customers to your Web site; engaging your readers; and enabling feedback from your target audience.
That feedback you receive can be extremely valuable in helping you customize your next newsletter to make sure it’s relevant and at the right frequency. You can also get great insight on your overall marketing messages or even your product offering.
Annette Iafrate is the senior director of the regional development program at e-mail marketing solutions firm Constant Contact. She can be reached at firstname.lastname@example.org.