eNewsletter Marketing

The email is dead debate is an interesting one for me. I would caution though not to confuse conventional email communication with html formatted eNewsletters to an opt-in subscriber list.  This is distinctly different and I believe does have value. That said…

Retention. The focus of Web marketing is typically on website design and getting traffic. You work very hard to get your message out there, be seen and your message heard. You work very hard to get that first critical click, that first visit to your website and of course once there to take a desired action. Second only to acquisition is that once there, you want clients, subscribers, constituents or prospects to revisit or otherwise remain engaged. The first objective is acquisition. Your second objective is retention. You need a plan for ongoing engagement.

…you need a planned, progressive contact schedule, good analytics and a marketing methodology

The ideal solution would be that your website presentation and content would be so compelling that your visitors would return of their own volition. For most of us that ideal world does not exist. We must pro-actively reach out to them… with permission. There are numerous vehicles to do this including RSS (Really Simple Syndication – covered elsewhere) and increasingly, Social media.  The primary tool employed at least for the time being, remains eNewsletters.

As any database marketer will tell you, you need a planned, progressive contact schedule, good analytics and a marketing methodology to succeed. Larger marketers will engage segmentation and testing methodologies to refine their message to specific groups over time. You can take it as far as your market and ROI will take you. It all begins with a plan for retention and for many this means eNewsletter development.

Regardless if your web marketing objective is for sales, lead generation, information/calendar/event updates, let us help you with your retention marketing/message plan and eNewsletter development.
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