Even in an age of Facebook “likes” and Twitter “tweets,” email and e-newsletters — when handled right — continue to be a robust tool for marketers.<\/p>\n
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- According to 2011 statistics published by Exact Target, 42 percent of subscribers are more likely to purchase from a company whose emails they subscribe to.<\/li>\n
- The other side of that coin? Content Marketing Institute notes that the e-newsletter open rate can go as low as 8 percent, with monthly newsletters averaging in the low-20 range.<\/li>\n<\/ul>\n
So the audience making up your e-newsletter lists needs to be one you screen carefully — those on your list should be the people most likely to find your information valuable enough to subscribe and to read at least occasionally with few opt-outs. If you use purchased e-newsletter lists, ensure they are from reputable sources consisting only of “opt in” subscribers.<\/p>\n
Keeping Out of Trouble<\/strong><\/p>\n
Once you’ve identified an audience to invite as subscribers, you must establish an acceptable template for your message. Just a few false moves, and your carefully crafted e-newsletter could end up in the spam folder.<\/p>\n
CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003) establishes standards for commercial email, including e-newsletters. It spells out what you can and cannot say, and sets penalties for violations.<\/p>\n
Under the CAN-SPAM rules, for example, you are required to:<\/em><\/p>\n
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- Identify the nature of your message as an e-newsletter.<\/li>\n
- Tell recipients where you are located. Your e-newsletter must include both an email return address and a valid physical postal address.<\/li>\n
- Tell recipients how they can opt-out of your e-newsletter, and honor their request within 10 business days.<\/li>\n<\/ul>\n
Conversely, the CAN-SPAM law prohibits:<\/p>\n
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- False or misleading header information. In other words, the “To,” “From” and “Reply to” headers must accurately identify the person or company initiating the email.<\/li>\n
- Deceptive subject lines. No false promises, “gotcha” wording or other text that doesn’t reflect on the actual content of the e-newsletter.<\/li>\n
- Sending through an open relay or using harvested email address (both examples of technology that allows spammers to find and use lists).<\/li>\n<\/ul>\n
And of course, the CAN-SPAM act requires you to truthfully describe any products or services you are offering for sale in your e-newsletter — and if you are positioning this information as an ad, you must identify it as such.<\/p>\n
How to Attract More Subscribers<\/strong><\/p>\n
![](\"https:\/\/www.medallionenterprises.com\/newsletter-images\/chart.jpg\")
Subscribers can quickly become un-subscribers, so identifying and attracting new audiences is an important part of your e-newsletter strategy.<\/p>\nHow can you encourage people to opt-in?<\/p>\n