Twelve Tips for Successful Opt-in E-mail Newsletters

An opt-in e-newsletter is one of the most effective marketing tools you can use because it is fast, personal, and inexpensive. Many small businesses are using e-mail newsletters to introduce themselves to new customers and to communicate with existing ones. By sending useful information on a regular basis, you maintain continuous contact without being annoying. In addition, an e-mail newsletter can enhance your credibility and increase sales.

Creating an E-mail Newsletter

Producing your newsletter doesn't have to be a monumental task. First, decide on the frequency of publication. This is based on how much time you have to do the work. Publishing it monthly or quarterly is probably a comfortable pace for both you and your readers. Next, produce a graphic design for your layout.

Many e-mail list management companies provide online templates for their customers. You simply type or paste in your information online and an HTML or text-based newsletter is automatically created for you.

Now it's time for the content of your newsletter. Concentrate on topics that your readers will be interested in, not only the ones that you find fascinating. Try to use real-life applications. For example, you can describe past successes and maybe even interview a customer or two. This way, you tell your audience how you solved a problem that relates to them and conveys that you are a results- oriented professional.

12 Tips for Successful E-mail Newsletters and Campaigns

1. Do not purchase, trade, or borrow an e-mail list

Sending e-mail to people who have not specifically requested to receive your mailings (opted-in) is almost always regarded as spam.

2. Make signing up and unsubscribing easy and visible

Add a sign up form to your home page or link to it and ask your customers if they would like to sign up when you speak with them in person. You may only want to ask subscribers for their e-mail address, first and last name, and one or two other questions such as their interests. This will allow you to target future mailings.

3. Use double opt-in registration

There are two standard methods for online registration, single and double opt-in. Double opt-in is the preferred method because it requires confirmation.

4. Link to your privacy policy

Place a link to your privacy policy near your list sign-up form. Your policy should describe how you handle the information you collect and how people can contact you in case they have any concerns or questions.

5. Send a welcome message to each new subscriber

Once someone subscribes, send a welcome message immediately. Include a description of what they will receive, how frequently, and how to unsubscribe.

6. Keep accurate sign-up records

Sometimes, you or your Internet Service Provider (ISP) will get a spam complaint from someone who forgot they subscribed to your list. Keep accurate records that include the date and web address from which they signed up.

7. Ask your members to opt-in again if you are using an older list

If you have not sent a mailing for a while, ask subscribers to indicate that they want to stay on your list by sending you an e-mail, clicking a link, or visiting a web page.

8. Remind people that they subscribed

Include a standard heading each time you send a message. A short note such as, "Thank you for subscribing to our newsletter, Mary," will remind recipients that they requested your mailings.

9. Avoid certain terms in your subject line and message text

If your message contains words frequently used by spammers, people will delete it and possibly file a spam complaint. ISPs often filter e-mails with suspicious subject lines and it is also illegal to use deceptive or misleading ones.

10. Include your physical address and phone number

Put your phone number and postal mailing address in your message. This allows readers to contact you to place an order or inquire about your services. In addition, federal legislation requires physical addresses on commercial e-mail messages.

11. Send your mailings regularly

Keep in touch with your subscribers frequently so they don?t forget they signed up to receive your mailings. They will begin to anticipate your messages if you adhere to a schedule.

12. Reply promptly to each inquiry or spam complaint

When and if you receive an inquiry or a spam complaint, respond to it as soon as possible. Always include the subscriber?s sign up information with your response.

Following these simple suggestions will help you retain your subscriber base, which is fundamental for a thriving permission-based electronic newsletter or outreach campaign.

Raj Khera is a partner in MailerMailer, a web-based e-mail list management and hosting service that allows you to create and track opt-in e-mail newsletters and campaigns. Try it! Send up to 200 messages free: http://www.mailermailer.com/a/emailnewsletter.html

Copyright 2005 by Raj Khera, MailerMailer LLC. All rights reserved.

More Email Marketing Articles

Email Laws That Could Bring You to Jail Even if Youre Not Spamming
First things first, I'm not a legal expert and so this article DOES NOT represent any legal or professional information and nor can I guarantee its accuracy. I only wrote this article to introduce you to these email laws that might affect us, email marketers.

Six Tips for Nonprofit E-mail Success
An opt-in e-newsletter is one of the most effective marketing tools you can use because it is fast, personal, and inexpensive. Many small businesses are using e-mail newsletters to introduce themselves to new customers and to communicate with existing ones.

Website Promotion Through Newsletters
Website promotion is certainly a main focus of all business owners and their respective Web sites; however it is not something that happens overnight. This is because once you have a new Web site it takes a bit of time before search engines upload your URL and it becomes part of search results.

Autoresponders - Simple Tweaks That will Improve Your Return Rate
Autoresponders are, without a shadow of a doubt, one of the most powerful and important tools available to anyone marketing on the internet today. They allow you to automatically send out a sequential series of email messages to prospects who have signed up to receive your information and who you therefore know are interested in what you?re offering.

Email Marketing Kung Fu
Have you ever heard email described as, "the killer Internet Application?" Do you understand why email is the killer app for your business on the Internet, or how to make it that way if it isn't now?In my spare time, I teach WingTsun(TM) Kung Fu. I learned Internet marketing by marketing my martial arts schools and classes online.

Improve Email Deliverability: 15 Tips for Email Marketing Success
Delivering email newsletters and sales messages to opt-in subscribers and customers is getting more exasperating?and more expensive?by the day. Delivery rates for email have gone through the virtual floor.

How to Structure Your Follow-Up Sequence for Maximum Profit
Before I do this, let me describe how autoresponders work. Think of autoresponders as the equivalent of fax-on-demand, but for email instead of fax.

Increasing Email Deliverability
Most email marketers know that it is important spam-check email messages before sending them out, as this may identify potential issues that cause emails to be marked as spam.It should be noted however that the results generated by the spam-check feature should act as guidelines only.

4 Time-Saving E-Mail Tips!
E-Mail is still the most widely used Internet tool available today. Virtually everyone who has Internet access has an email account, and for the Internet Marketer this opens up a huge possibility for more business.

People Accusing You of Sending sp*am? Five Email Marketer Must Know Tips
People tend to forget their subscriptions. Sometimes they don't even know why they subscribed to your newsletter.