Email Newsletters: The Header

Written by Robert F. Abbott


Continued from page 1

The simplest approach, and an effective one, is to putrepparttar name of your newsletter inrepparttar 138742 subject line. That works well if readers findrepparttar 138743 content consistently helpful or interesting. But donít depend on justrepparttar 138744 name - here are some ideas for other hooks that may increase readership.

Make it descriptive, since many email users quickly scanrepparttar 138745 subject lines and quickly hitrepparttar 138746 Delete button if it doesnít immediately grab their attention. If that descriptive text hints at a solution to a problem shared by your readers, then youíve got a winner.

Hereís another subject line tip that may help you increase readership. Several email gurus recommend puttingrepparttar 138747 date ofrepparttar 138748 issue inrepparttar 138749 subject line, and Iíve tried that myself. Inrepparttar 138750 limited testing Iíve done, it seemed to increaserepparttar 138751 number of clicks onrepparttar 138752 embedded ads.

This is how a recent subject line for Abbottís Communication Letter looked to my subscribers:

ďApril 27-05 Communication Letter - Communication & Company SizeĒ

Explanations: April 27th is, of course,repparttar 138753 date. Communication Letter is an abbreviation ofrepparttar 138754 name of my newsletter; and Communication & Company Size isrepparttar 138755 title ofrepparttar 138756 article that week.

Altogether,repparttar 138757 whole subject line seems a bit long, but it does cover several bases, so itís what Iíll use until Iíve had time to do extensive testing.

In summary: Donít look atrepparttar 138758 header of your email message as something to be finished and forgotten quickly. It can make or break your newsletter.

Robert F. Abbott, the author of A Managerís Guide to Newsletters: Communicating for Results, writes and publishes Abbottís Communication Letter. Read more articles about Internet communication, as well as email and printed newsletters at: http://www.communication-newsletter.com/ic.html


Email Builds Brands

Written by Harry Hoover


Continued from page 1

Generate Leads. An email newsletter containing worthwhile content, or a promotional offer with a high-perceived value can be used as incentives to convince prospects to provide their email addresses. Once you have their addresses, you can initiate dialogue that results in acquiring and retainingrepparttar right kinds of customers. Profitable customers.

Build Loyalty. In our opinion, building loyalty isrepparttar 137977 most important feature of an email program. Permission-based communication allows you to build customer loyalty, and customer loyalty kicks off a series of positive events including:

* market share increases because acquisition costs are amortized, allowing you to realizerepparttar 137978 lifetime value of a customer

* Some studies show that it costs six times more to acquire a customer as to retain one

* The Harvard Business Review reports that cutting customer defections by just five percent can result in profitability increases of as much as 35 percent

* sustainable growth continues because you have a solid base of customers who will refer others

* attract better employees who in turn deliver better value to customers

You no longer have a good reason for not using permission-based email marketing to unleashrepparttar 137979 power of customer relationships.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.


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