Mr. Marketing – Getting more while spending less
By Rob Weinberg
How do I get more from my e-newsletter?
— John Feltham, San Diego
Since 1997 I’ve sent out monthly electronic newsletters. Some readers are clients, others friends. Either way I happily share nuggets of information and some laughs with them.
I’ve learned successful newsletters consistently provide value by offering relevant content to my readers.
As you know, the average adult sees 5,000 marketing messages daily, so it typically takes seven to 10 “touches” to make the sale. Monthly promotions or newsletters are very cost-effective ways to remind people why they should buy from you.
Here’s the dilemma — How does one increase response rates while lowering marketing costs? One solution; mail it out a second time.
Really! Let’s say on Oct. 1 you send a newsletter to 1,000 customers, and 250 read it. That 25 percent open rate is very respectable.
Still, there are the 750 who ignored you, right? By changing the subject line and sending the same piece a second time on Oct. 15, you should generate an additional 80 to 100 readers — an 8 to 10 percent increase. Your additional costs: ZERO!
True, some folks, feeling you’re annoying them, may unsubscribe. However, odds are good they weren’t serious prospects for you anyway.
Now here’s the wrinkle; you can’t send this same issue out a third time. True, you’ll get 40 more readers (a 4 percent increase), but the number of unsubscribes and SPAM reports will skyrocket and overall returns will diminish.
Other ways to generate better results?
• Ask readers what they’d like to see (humor, factoids, case histories, product spotlights, etc.)
• Include interesting industry information (your audience may not have read it)
• Add one new prospect to your list daily
• Update email addresses when contacts move
• Get permission to send mailings
• Don’t rent mailing lists for your promotion
• Make your newsletter a soft-sell — a way to educate readers, but not by hitting them over the head to buy from you.
If you pay attention to recipient needs and make your content interesting, you’ll find readers sharing your material with their friends. Eventually they’ll see you as a valuable resource that they willingly welcome into their home. Then, when they’re ready, they’ll buy from you.
With that said, I wish you a week of profitable marketing.
Mr. Marketing writes very effective newsletters for a range of clients and industries. Contact him at www.askmrmarketing.com for a free sample.
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