With the right tools and strategy, e-newsletters can help convert leads and boost sales
Recent months have seen a historic boom in online marketing expenditures. Forrester Research categorizes it as a “resurgence” and predicts that overall online marketing spending will top $26 million by 2010. With all the emphasis on banners, sponsorships and search engine marketing—all lead generation tactics—direct marketers need to be sure not to neglect lead nurturing activities, or they will risk low conversion rates and poor ROI.
E-newsletter marketing is an ideal tactic to nurture leads and convert them to sales. It is relatively easy to implement and can build relationships, move leads along the sales cycle, and uncover leads ready to buy.
By following some easy best practices, you will give your e-newsletter marketing program the best chance for success.
Choose the Right Tools
You could pay a Web development company to develop and manage your e-newsletter program for you, or you could hire some internal programmers to do it. Frankly, that’s probably overkill, given that there are good tools available to let you easily develop your e-newsletter without the overhead. There are many tools to consider, including off-the-shelf desktop software and Web-based tools. A quick Google search on “create HTML e-newsletters” is a good place to start. Your minimum requirements should include:
1. A wizard-driven interface that will help you build and publish your e-newsletter with minimal design skills and zero HTML programming; and
2. List management tools that let you handle subscribe and unsubscribe functionality automatically for anti-spam compliance.
Get the Analytics You Need
We’re talking about direct marketing, so make sure your e-newsletter tool can deliver the analytics that will make you successful.
E-newsletter marketing can provide a wealth of metrics that let you understand your subscribers, test messaging and offers, and identify serious sales leads.