4 Delicious Ingredients to Cook Up a Successful E-mail Newsletter Campaign, Part 4
This week, in the final part of this four-part series on e-mail newsletters, I provide tips on how to engage readers.
If you'd like to refer to part 1, I examined the importance of relevance and value in e-newsletters.
In part 2, from the Jan. 30 edition, I offered tips on how e-mail newsletters can help establish and reinforce an organization’s brand.
In part 3, from the Feb. 13 edition, I laid out tips on how to make your e-newsletters easy to read.
Engage your readers
Bad company can ruin a good meal. Successful e-newsletters provide quality content, look great and encourage dialogue. Use your e-newsletter as a springboard for further conversation with your readers, and to get them talking with you and each other. Here are a few ideas about how to do it:
1. Offer an e-mail address or Web form. Invite your readers to contact you to further connect with them and establish yourself as a reliable expert. Just make sure you're prepared to respond in a timely manner.
2. Use an online poll. When your e-newsletter links to an article on your Web site, add an online poll to the Web page where the article lives, enabling readers to give feedback immediately. Or use a poll to ask your readers to vote on next month's topic.
3. Include a survey link in each issue. Get ongoing feedback on each e-newsletter issue by including a link to a survey. Ask simple questions such as, "How satisfied were you with this issue?" and "What topics interested you most?"
4. Invite readers to comment on a blog or online forum. Ask your readers to join the conversation by commenting on a blog or online forum. If there are interesting discussions going on, reference them in your e-newsletter to foster further engagement.
Now it’s your turn. By including these four key ingredients in your next e-mail newsletter campaign, you’re sure to cook up something sensational that will have your audience coming back for more.
And now I'll practice what I just preached: Please be sure to inject your opinion, comments or questions by clicking on the "post a comment" link below, and let's get a dialog going on this.
John Arnold is the author of "E-mail Marketing for Dummies," and director of Constant Contact University at the Waltham, Mass.-based e-mail marketing services firm. Reach John at email@example.com.