Dobson’s are your communication specialists. Did you know we do more than just print?
Find some of our favourite tips for a successful e-newsletter. Easy to use and effective- just like us!
Strategy
The first thing you should do for any communication material is create a strategy. What are you trying to achieve? Who is your audience? How will you deliver your message and measure its success?
HTML over PDF
PDF documents have their role as part of an online strategy. They are great for detailed web attachments and can be easily downloaded and printed by the user. For e-newsletters, PDFs are best. They are more accessible, search engine friendly, manage html links and have embedded content in the email. Best of all, they are less likely to find their way into ‘Junk’.
Simple, effective design
Like all communication, you need to get the message across. The design is vital in appealing to your target market, presenting user friendly information and complimenting your existing branding.
Drive traffic to your website
One key component to e-newsletter campaigns is to achieve a ‘call to action’. The most common and straight forward action is checking out your business’ website. Your e-newsletter should link to full articles, promotions, contact details and further information on your website.
Measure your results
Think about how to track and measure the effectiveness of your campaign. What links have been accessed? What percentage of e-newsletters were viewed? This information is vital in calculating your ROI (return on investment) and to help make your next e-newsletter more successful.
Relevant and interesting content
E-Newsletter content needs to be relevant, interesting and be consistent with your strategy. If a key strategy of your e-newsletter is to target a particular industry or service, the articles should be written for your target market. Without worthwhile content, people will quickly lose interest in your e-newsletter.
Make sure it gets delivered
With all the strategy and hard work that has gone into creating the e-newsletter campaign, you want to make sure you are complying with the anti-spam laws and that your e-newsletter gets to the recipients inbox and not caught in some spam filter. Make sure your solution adheres with the Spam Act and that your e-newsletters are configured and sent via a solution that minimises the chance that it is categorised as spam.
Links
Have a link to subscribe to your e-newsletters in the future, as well as an unsubscribe link. This will help you target a more receptive audience the next time round. For more tips, contact your Dobson’s account manager today or talk to our design experts at www.d-design.com.au
By the way, if you’d like to get blog updates follow us on Twitter @dobsonsprinting and make sure you subscribe to our newsletter above. It's a great example of print collateral supporting our online communication, and it's free!
