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Meryl K. Evans, Editor, eNewsletter Journal, interviews
Carolyn Gardner, President of cardcommunications inc. 

cardcommunications believes in creating positive email experiences through permission-based e-marketing strategies. Carolyn Gardner of cardcommunications believes that e-newsletters are not the place to do hard selling like those daytime commercials on cable channels that use bad actors. She recommends treating e-newsletters as a go-between friend who helps build a relationship between the company sending it and the person receiving it.

Information and email overload makes it tough for us to remember to go back to a Web site or to check out a product or service. E-newsletters, when done correctly, are a personal way to stay in front of the reader's mind and perhaps earning their trust to make the investment. 

eNJ: What is your definition of an e-newsletter?

Carolyn Gardner: An e-newsletter is a powerful marketing vehicle for any business interested in strengthening relationships, generating leads and building brand awareness. It is not a place to do hard selling.

eNJ: What differences exist between a B2B vs. a B2C e-newsletter?

Carolyn: A good B2B e-newsletter delivers content that helps recipients make smart, informed business decisions. White papers work well in B2B e-newsletters. B2C e-newsletters help consumers feed their interest in everything from sports to shopping to health and so on. Case studies and testimonials work well in B2C e-newsletters.

eNJ: How are e-newsletters effective for marketing a business?

Carolyn: E-newsletters are a personal, cost-effective, and measurable way to stay front of mind with clients and prospects. From a business perspective, the measurability is key. Understanding what motivates readers to click is extremely beneficial.

eNJ: What value do e-newsletters bring to readers?

Carolyn: Assuming it is a permission-based e-newsletter – the only kind you should even consider – the value for any reader should be content that is targeted, valuable, relevant, and timely. As well, compared to printed newsletters, e-newsletters are easy to forward and share with colleagues and friends.

eNJ: How do e-newsletters help develop trust with prospects and clients?

Carolyn: E-newsletters are built on relationships. The relationship officially begins as soon as someone opts-in to receive your e-newsletter. Then as you deliver valuable content at anticipated frequencies, this level of trust grows. Fail to deliver the goods and the trust can be gone with the click of a button - that being the delete button or even worse, the unsubscribe button.

eNJ: What are some tactics use for getting and keeping readers' attention?

Carolyn: Most tactics that work involve reader interactivity. Tactics such as quick polls, links to "read more," requests for reader feedback, etc. Length is also very important. My best advice with respect to length is simple: "impress with less." Use lead paragraphs to hook and engage readers, then include links to "read the full story." In addition to being more inviting, this tactic enables you to track links and monitor interest levels.

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eNJ: What role does an e-newsletter play in an overall marketing plan?

Carolyn: E-newsletters are an excellent part of any marketing plan, especially integrated marketing plans that focus on retention and acquisition strategies. Plus, perhaps most importantly during these times of increasingly stretched marketing dollars and resources, e-newsletters deliver measurable ROI.

eNJ: What interesting fact or tidbit do you have about a response to or outcome from an e-newsletter?

Carolyn: My interesting story relates to a new client that evolved indirectly through our e-newsletter. While the new client was not a reader of our e-newsletter, he had a colleague who was. What's interesting is that the reader who recommended cardcommunications is actually not yet a client so he hadn't even experienced how we work with our clients! Rather, the trust to recommend us came through our e-newsletter relationship.

eNJ: What are the top three reasons to use e-newsletters for marketing?

Carolyn: There are so many reasons but in my opinion, the top three reasons are:

1. Build/strengthen relationships

2. Drive traffic to Web sites

3. Increase mind share / brand awareness

eNJ: Any final comments?

Carolyn: My recommendation is to keep e-newsletters short. The inbox is an increasingly busy place so long, wordy e-newsletters are becoming less well-received. Plus, why not save some content for your next issue! The bottom line: short e-newsletters are a win for readers and publishers alike!

As Carolyn stated from an experience, she earned a client indirectly. The client didn't read the e-newsletter, rather a colleague pointed it to the client. Good e-newsletters give people something to talk about with friends, co-workers, and other contacts. Don't expect overnight success with the first e-newsletter just like most of us don't make friends on the first meeting. It takes multiple conversations and meetings to earn respect before taking the next step.

Carolyn Gardner is President of cardcommunications inc. She is an entrepreneur with over 13 years of experience in marketing, public relations, and sales. From established global corporations to innovative start-ups, the bulk of Carolyn's professional accomplishments have stemmed from the fast-paced world of the high tech industry. At cardcommunications, Carolyn works to strategize, design, and execute effective and powerful e-marketing campaigns. As founder and President, she leads the company’s direction and firm commitment to responsible, permission-based e-marketing.

Meryl K. Evans is an editor, wordsmith, and writer for InternetVIZ and other resources. The content maven is available for editing, writing, and pepping articles and copy. InternetVIZ is a custom publisher for companies wishing to find, acquire, and retain customers through Internet newsletters.