Make them interesting - encourage feedback and contributions

Producing your own newsletter for the local community is an excellent way of giving information, building an image of friendliness and trust, canvassing opinions (and being seen to do so), and advertising your own services. Follow the basic rules of AIDA, concentrating on the first two issues of Attention and Interest, unless you seek a direct response. Modern computer desk-top publishing programmes make it very easy to put together a respectable news-sheet to begin with. If possible, when you are committed to the concept and wish to increase scale, get some professional design input for the general layout, graphics and banner artwork.

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Popularity: 5%

Being in online marketing, I’m a big fan of companies leveraging technology to communicate better with their customers and prospects. Often regular online communication comes in the form of emails and of course this tactic can be very beneficial to a whole range of businesses.

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Popularity: 4%

The cool kids don’t like HTML email

Standards based web designers have taken a ‘Just Say No’ approach to HTML emails typically.

It doesn’t matter

We don’t get to decide how people use technologies - the end users have already voted, and they like using HTML emails. There is good reasons for it too, including Jakob Nielsen’s findings that return on investment for email newsletters beats almost anything else.

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Popularity: 3%

The majority of web site traffic is generated through email marketing campaigns. Visitors to your site may not have purchased products or services on the first visit, but enjoyed the experience and are still interested in what it is that you offer. By providing them with the opportunity to sign up for a weekly or bi-monthly newsletter, you keep your products or services in the forefront of their minds. Each time they receive a newsletter, they are more likely to re-visit your site and the probability of a sale increases. What’s more, if they feel that a friend or co-worker may be interested in your products or services, they may forward your newsletter encouraging them to visit your site. Over time, the process snowballs and you have succeeded in building perpetual online traffic.

For more information please visit Returnity.com

Popularity: 6%