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This month from Meryl ...
Fox Racing - the global company thriving on anything motocross - asked us to review their newsletter that was enjoyed by 200,000 opt-in readers. 'Was' you say? Read more below.
Want to submit a e-newsletter for a free evaluation by our experts? Click here.
Speaking of experts, this issue starts a new feature - interviews with noted e-newsletter gurus. We kick it off chatting with Debbie Weil from WordBiz. Expect to hear from other industry experts on what makes or breaks an e-newsletter.
Our readers also give out expert advise, and we got a few responses to last month's dilemma, about an email list management problem. This month a Marketing VP needs help playing nice with others. Any playground monitors out there?
As always, keep us on our toes by filling out the super fast survey on how we're doing with this e-newsletter. We don't want to get lax on you. Oh yeah, you might win a Handspring Prism PDA to boot!
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"A well done e-mail newsletter:
Heart of any online marketing campaign."
Seth Godin, Marketing Guru -
Unleashing the IdeaVirus and Permission Marketing
Read our interview
with Seth
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This marketing e-newsletter did many things right. However, it ceased publication on December 2002. Why? Because there were no metrics in place to measure ROI. So, when the VP felt the newsletter was too lengthy and contained little value to customers, there was no defense. Although we concur with the VP’s opinion on the newsletter’s length, we think that the decision to cease publication has been in haste. The company contacted us because they wanted a review of the newsletter before resuming publication.
[ Read our analysis ]
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Like the evaluation we did for Fox Racing? Follow their lead and submit yours for a free review. You could win a digital camera. |
Last Issue We Asked You:
Mailing List Management - Handling Add and Remove Requests
Our newsletter has become very successful (yeah!!), but we need to change how we manage our growing and ever-changing mailing list. What used to work for us when we had just a few hundred subscribers, is now a big time sink-hole.
We use a multi-step manual process of exporting the email addresses from the database into Excel, manipulating the data, and then importing it into Microsoft Outlook. It's a beast to maintain.
Would you ask your readers how they have dealt with this dilemma?
- Caroline Jones, Director, Professional Corporate Conferences, Australia
[ Read the best responses received from our readers ]
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This Issue's Dilemma:
Help! We're
Flunking Sandbox 101
We have published our
e-newsletter for 14 months and by all accounts, it is successful. Sales is happy
with the leads the e-newsletter generates, product development is pleased with
its 'electronic focus group' capabilities, and MARCOM likes to embed surveys to
take our customers' pulse.
So what's the problem? It's
getting harder and harder to get each issue out the door. The more successful
our newsletter becomes, the more it is a 'political hot potato.' Everyone has
their own agenda for the newsletter. It's getting ugly as VPs kick down 'sand
castles' that each build.
Last month we even delayed
publication for two weeks while an 'important' article was completed.
Would you ask your readers what they advise? How should I deal with this?
- Suzanne, VP Marketing
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