Newsletter Marketing - An Inexpensive But Effective Way To Increase Sales
By Garry Steck
Want to increase your company's equipment and service sales through marketing and
promotional programs but don't have the big ticket budget for advertising or promotion?
Try using an inexpensive but effective Newsletter E-mail Marketing program.
What is Newsletter E-Mail Marketing?
The purpose behind newsletter marketing would be to promote your company's products and
services, and to enhance its image and reputation as a professional, dependable, and
knowledgeable entity.
Newsletter marketing offers some of the benefits typically gained from On-Hold
Promotions, in that it informs the customer about promotional specials or new items and
services offered by your company. But an added advantage to you is that your promotional
message is delivered to your customers or prospects on a regular basis, rather than your
waiting for your customers to hear your promo message only when they call your company and
are put on hold. In addition, your newsletter's content gives your prospect motivation to
open your newsletter and read it when he receives it.
How is all this accomplished?
A weekly - or monthly - newsletter with your company name, logo, and promotional
information is created, along with news, tips, articles, advice, and information which are
all selected on the basis of their potential interest to your customers. After your
newsletter is approved by you, it is then E-mailed to a list of customers or prospects of
your choosing.
Newsletter Format and Content
Your newsletter format is designed with these factors in mind.
o Contents of each issue includes current and of particular interest to business
people.
o New information, tips, news, advice, include articles and announcements
about services, products, and new technology (excluding items which might promote your
competitors, their services, or products), is chosen from professional articles and news
releases, and replaces old copy from previous newsletter issues.
o Your company name
and logo are displayed in a prominent location on each newsletter intended to project the
impression that the newsletter is created and published by your company, or at least that
your company is an expert in this field.
o Advertisements (except for your company
promotions) from other vendors are not published in the newsletter.
o Your Company
Promotions
Each newsletter will feature a special column or space designed to promote your
company, its products, and its services, such as:
• Monthly equipment or services pricing discounts
• Promotional information about your company, such as new equipment and services you are adding to your line
• Special recognition, awards, or achievements of your company's executives or employees
• Personnel or management changes at your company
• Changes in company policies and services
Newsletter Service
A Newsletter service is one that is in business to help create and mail newsletters. In
addition to mailing your newsletter, these services typically include reports that tell
you which recipients actually open E-mails containing your newsletter.
How does this newsletter process work?
A simple four-step procedure allows you to choose your newsletter content and send it
to selected prospects or customers, without printing costs or postage. All you pay for is
a small fee for using the newsletter service (usually $.01 to $.02 per E-mail recipient).
Or, if you work with a service that designs your newsletter and writes copy for you, there
will typically be a small fee for that.
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