The Power of Rich Media
Incorporating rich media in your e-newsletter is another effective technique to engage subscribers and get them to pay attention. In the same way that rich media banners have reinvigorated online banner advertising, e-newsletter service providers are supporting rich media to enable their clients to make a bigger impact with subscribers.
Podcasting is one of the latest rich media innovations benefiting e-news-letters. Podcasts allow e-newsletter marketers to provide audio content in their newsletters via MP3 files. There are many ways marketers can use this technology. For example, many
e-newsletter authors provide a brief “letter from the editor” to lend a personal touch to their e-newsletter. A podcast provides a natural evolution of this concept in an even more personal and compelling way. Also, technology vendors might provide an audio Q&A podcast where an expert is interviewed about a product or strategy. This is the same concept as a whitepaper, but is far more dynamic and engaging.
Flash also can be used to deliver compelling, animated multimedia messages—and the use of streaming video is becoming more viable every day. These formats are ideal for presenting product demos and other content in a highly impactful and memorable way.
The best thing about rich media in an e-newsletter is that it’s trackable, just like any other content. You can see the aggregate viewership of your rich media content, and which individual subscribers viewed it. You then can react accordingly, with follow-up sales and marketing activities that ultimately can convert your leads to sales.
The bottom line: E-newsletters aren’t what they used to be. They’ve evolved into highly interactive communications vehicles that leverage the best of Internet technology and direct marketing techniques. By choosing the right tools and following best practices, you can use e-newsletters to convert leads to sales, and new clients to lifelong customers.