All About E-Newsletters
Most shows send a regular e-newsletter to prospects
who have given their permission via an opt-in
process. Permission marketing means that prospects
agree to receive your marketing materials. They say, "I want you
to send me information on your show." Once they do this, they
look forward to hearing from you -- and they are much more likely
to attend the show.
Opt-in means the Web site visitor must check
a box giving you permission to send information. You should include
this opt-in statement on your site and on all inquiry and registrations
forms:
( ) Check here if you wish to receive periodic e-mail
updates about Widget Expo.
Here are some tips on sending those follow up
e-newsletters:
-
Consider upgrading from text-based to graphics-based
(HTML). However, be careful not to get too fancy or it will
lose the immediacy of e-mail.
-
Carefully identify who you are in the "from"
line and also use a benefit-oriented "subject" line (such
as "Bill Gates to Speak at Widget Expo").
-
Target the e-mail to the recipient by putting
their name in the salutation. Also, personalize the body of
the text, such as mentioning the recipient's firm.
-
Keep it short – no more than 200 words. Link
to pages on your web site to give them more information.
-
Don’t look like a spammer – keep your tone
friendly and informative. Avoid overblown language.
- Say right up front -- "Here is the information
you requested about Widget Expo."
- Always offer a way to opt-out (that is, to
tell you they do not wish to receive any further e-mails from
you).
- Retain this opt-out list so you do not inadvertently
put them back on the list.
- Never include an attachment to the e-mail.
Always provide a link to the information.
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