22i design services > email newsletter marketing > email newsletter hints & tips

Email Newsletter Hints & Tips

Building the mailing list

• Opt-in only please - Use only opt-in methods to collect your customers email addresses. In the eyes of the law this is the most favourable method of email collection. Opt-ins are also better qualified and have lower unsubscribe rates than bought lists.
• Subscribe Box - Place a subscribe box on your website and include opt-in tickboxes on forms and traditional marketing material.
• Secure your data - Make sure your subscription data is secure. Don't leave lists of email addresses where they can be publicly accesssed or you may fall foul of laws such as the Data Protection Act.

Email Newsletter Writing & Email Newsletter Content

• Get to the point - Say what your subject is, quickly, re-affirm it in your copy.
• Get people interested - Believe your product or service is interesting? Then say so, say why, tell people, spread the word.
• Sometimes teasing people is so - much more interesting than getting to the point. Gauge your audience's reaction to this and adjust accordingly.
• Avoid blah blah blah - You may put people to sleep before they find out what the subject is.
• Avoid repetition - If your newsletter points to one of your web pages, don't just copy & paste web page text to your newsletter; people will get to your web page and go "read it - boring". And so is "to get blah blah go to blah blah" for your link text- this is so unimaginative and your readers will think the same of you, your product & your service.
• Be creative - You may be pressed for time but re-wording text exercises your brain, keeps content fresh and makes things interesting to read.
• No such thing as a free lunch - People like free things but don't overdo it - they may think there's a catch. The idea of giveaways is great but the word 'free' is so over-used that it gets big points on anti-spam filters.