Five E-mail Marketing Tips for Publishers
3. People’s content expectations are different online than offline, says Wixon. People visit Web sites looking for very detailed, useful information on timely topics, so Healthy Directions’ Web prospecting strategy leverages this type of content as a lure to obtain visitors’ e-mail addresses for more targeted contact, including subscription and other product offers.
4. Wixon has found success with third-party sponsorships of e-mail newsletters that go to audiences that have demographics similar to that of Healthy Directions customers; in particular, e-mail newsletters from Boardroom Inc. and Agora Publishing are two that have worked well.
5. When communicating with prospects and subscribers, be careful not to use the same contact strategy for the e-mail channel as you do for the direct mail channel, says Rutkowski. E-mail is a personal medium; it’s not on a household level like direct mail, so improperly targeted mail that is not offensive usually doesn’t annoy the person sorting through the household’s mail the way an unsolicited e-mail to an individual’s e-mail account does, she explains. With collecting e-mail addresses already a challenge, you want to keep your opt-out rate as low as possible.