Generic subject
lines: An e-newsletter with a bland subject line such as “October
E-newsletter” won’t generate interest, opens, or clicks—or at least not as many
as possible with a more topic-focused subject line such as “Top 10 Reasons Why Parity Isn’t Working.”
No audience
definition: Readers are looking for relevant
content. In the addiction treatment market particularly, one must adhere to my
ultimate marketing commandment: Know Thy Audience. Sending one e-newsletter to
family members, alumni, and referral sources isn’t likely to be as successful
as is a series of e-newsletters with content tailored to the unique needs of
each audience segment. Thus, content development for e-newsletters, and your
particular targets, must be a priority. (And personally I don’t think recipes
make compelling e-newsletter content.)
No click-through
options: Some organizations share all of their content in the body of the
e-newsletter. Not only does this make the message unwieldy long, it prevents
the sender from gathering useful data on who is clicking on which links. The
e-newsletter is just the teaser vehicle—the content should live on your Web
site. After all, the e-newsletter is a way to deliver content and learn about your audience.
Poor design: Some
organizations have very slick Web sites, but their e-newsletters do not reflect
that design. In fact, they are so poorly organized that they distract a reader
away from the value of the content. If you are investing in a professional Web
site, make sure one of your key delivery vehicles—your e-newsletter—reflects that
look. Opting for a generic template is probably insufficient.
E-newsletters are an essential way to not only stay in touch
with your referral and customer communities, but to also generate interest in
new services and gather data on how your readers are consuming your content.
All too often e-newsletters are an afterthought in a marketing strategy, but
they need to be front and center in your audience engagement efforts.
Do you have an
exceptional e-newsletter? I’d love to see it and feature it on my blog. Please
send me a copy—and sign me up!—to edwards.douglas.j@gmail.com.
