Putting Thought into Good Old HTML Newsletter Design
To any small business, social networking seems like the in-thing; Twitter, Facebook, seem to be where all the excitement is. It would appear that in the age of constant connectivity, marketing through the humble and ordinary HTML newsletter would be a thing of the past. Nothing could be further from the truth. People still need to get all their information in one place. As a way to educate your subscribers, an effective HTML newsletter design will get you farther than any other medium.
First, you need to get the basics right. The newsletter design needs to have a clear subject that promotes your company, and it needs to have a clear purpose. You need a really snappy line for the title leader. People who subscribe to newsletters on serious content want their content delivered efficiently. Once you have your readers’ attention, you can take the opportunity to send them to other pages through links, send them content, and in general try to persuade them to go from being a reader to being customers.
To really learn about how successful your newsletter design is, you need to know about the proportion of your clients who are actually clicking through once they arrive at the newsletter. Try to maximize viewership by sending your newsletters out for a specific segment of your readership for a specific promotion. And you can put in links to content on Twitter and Facebook that should help your newsletter go viral. The first rule of newsletter design is that you need spectacular content. Your newsletter account needs to be about you; it has to be about something that your readership is interested in knowing about. Take out surveys to see what your readers are interested in knowing about, and make sure that you act on the results. One way to get great content on your newsletter would be to sign up for a syndicated column yourself. Put in RSS feeds and the best links you can find too. Making sure that your newsletter design is professional-looking and without too much gimmickry should score you lots of points.
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To keep tabs on your click-through rate and to manage your newsletter, it’s important that you don’t just use Microsoft Outlook. Not only do you have delivery problems with it, you don’t get any reporting and statistics on how your newsletter performs. Try using an affordable e-mail delivery service like iContact or Constant Contact. These services can provide a newsletter archive function, and they can make sure that your e-mail list is completely confidential. And more importantly, they can help you see how much click-through you get.