Annette Iafrate

Annette Iafrate
Read It or Delete It?

Admit it. Your inbox is clogged with e-mail newsletters every week, and at best, you only read about a third of them. Why is this? Maybe the newsletter is no longer relevant. Or worse, the newsletter is from an unknown source. Whatever the reason, those unread publications serve as a reminder that the effectiveness of e-mail newsletters is based solely on the reader’s reaction to them. E-mail newsletters can be powerful vehicles for conveying messages, sharing news and promotions, and ultimately, attracting customers and prospects. Let’s look at some best practices for keeping your customers engaged and review troubleshooting tips to get a wayward

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