Communicate intelligently

Written by Chris Barling
Thursday, 11 August 2011 02:00

Think about what you would like to receive and work hard to send what is relevant. The recipient’s time is precious, so they must feel that they get more value from reading your communication than the time it costs them. Remember that if you put out an unsophisticated strong sales message this may destroy the implicit contract you have with the recipients and lead to more requests to unsubscribe.

If you highlight something on your website (always a good idea) then the recipient must be able to click through directly to the relevant page. Newsletters should keep to a common format just like newspapers do with TV times in a particular place – it makes you more familiar and hence more likely to be read. Track clicks on links if you can; that way you can measure the success or otherwise of campaigns.

 

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