Working overtime to get readers to open newsletters

by Meryl K. Evans, Editor, eNewsletter Journal

Many newsletter publishers believe in "If at first you don't succeed, try, try again." So they send their newsletters a second time and maybe even a third. Whether or not this is a good thing has yet to surface.

Spam has driven many publishers to take this step, as legitimate email newsletters get diverted to the trash bin without ever seeing their readers. Some publishers send an HTML newsletter and then follow a few days later with a text version or a link and message saying, "The newest issue of so 'n so is out. Click on the link to read it." A few publishers — like us at InternetVIZ — do a second send, but only to subscribers who didn't open the email from the first delivery.

[ Read more ... ]

The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable by The Group of 33, Seth Godin Click Here to Order Read Meryl's Review Meryl's recommended business books

Businesses are so desperate for our attention that when they do have our attention as subscribers of their email newsletters, they take full advantage. They do this by sending the same issue of their newsletter for a second time, whether or not you opened it the first time. They also do this by sending "special mailings" announcing a new product or other offer in hopes you'll buy or take advantage of it, but that's another issue for another day. Meanwhile, our feature story takes a look at the second send controversy.

One challenge before doing any sending is coming up with the subject line. How many different "expert suggestions" have you read regarding email newsletter subject lines? Too many, I'm sure. See what readers and I think are the best ways to deal with subject lines.

For some of you, marketing could be extra challenging because you provide a service instead of a product. We can't entice people to buy by sending them a freebie in the mail or giving them a free thingamajig with every purchase. So, a reader asks how to market something people can't see, feel or touch.

Need help with marketing, management or something content-related? Ask a question, and it might be posted in a future issue so you can get feedback from readers with diverse backgrounds. We value your privacy, so nothing you submit is published unless you give us permission. For just asking a question, your name is entered into a virtual drawing to win a pair of Garmin Rino 100 MP3 GPS.

Thank goodness I already know how to get to Fort Worth, so I can safely arrive there for Thanksgiving and my parents' 50th anniversary festivities. That's right ... I promised to tell you more about my parents' celebration. They were married on Thanksgiving in 1955, and their 50th anniversary also occurs on Thanksgiving. The theme of the party is "Dancing through the Decades," and attendees are encouraged to dress up from any of the last five decades. Although, dressing up as someone from this decade is kinda cheating — don't you think? I dressed up '80s style, but nothing outrageous.

Oh, hey! We're starting a new section thanks to my love of books. I would've never discovered some of the best books if it weren't for others' recommendations. So tell me about a book you loved and what made it stand out so the rest of us can experience it.

As always, I value hearing from you. You can reach me through meryl.net or complete the feedback form, which has only two questions and a box for comments. For those who celebrate, I hope you had a great Thanksgiving.

Texanly yours,
Meryl
Editor, eNJ

Before you correct others, correct thyself.

Great idea! When customers dare leave us,
we should fine them!

How to find a magical subject line

Email newsletter experts have been going back and forth on what to use in the email subject line to get subscribers to open the email. Their recommendations are confusing, and I haven't gotten the straight dope. So I want to ask readers about their experiences. What kinds of titles are most likely to get people to open an email newsletter?

— Lynn, Business Owner

Read the best responses received from readers
 

Marketing the invisible: services

Making the most of a great marketing opportunity
by Jeanne Jennings - ClickZ
 

Why do we make things so difficult?
by Steve Kayser - Cincom Expert Access
 

Five ways to supercharge the newsletter's value
by Karen J. Bannan - BtoB
 

Turn a stranger into a prospect for life
by Andrew S. Martin - AdvisorToday.com
 

Get your brilliant stuff out there safely
by John Fried - Inc. Magazine
 

Simplifying campaign management for small businesses
by Jennifer Schiff - SmallBusinessComputing.com