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Cooler Tips #45 -
Get the right content mix to make your e-mails succeed!
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What is the right mix of marketing vs. real content for your newsletter?
Hello CoolerEmail Subscriber!
A great way to increase the success of your email campaigns is to focus on giving your readers something that they can use instead of what you're selling. Lead off your email with some good "real" content and then follow with the latest
specials, maybe an award you've received, or when your next seminar or event is being held.
Why do it that way? Business is all about relationships. Show you're interested in your readers first! They show their interest in you in return - plus they'll tell their friends and associates what they learned from you. You'll gain a
more loyal subscriber base who will look forward to getting your emails!
Remember the first law of business marketing: People do business with people they know, like, and trust.
 Here's the content mix rule: 80% of your newsletter should be focused on helping your reader. The other 20% should be focused on what you
want from them (business).
By concentrating 80% of your email real estate on meeting your readers' needs, you're building the relationship and increasing their trust in you - not to mention your professional credibility. Those are things that you can't buy anywhere
- and they're priceless when it comes to building your business.
Keep your promotional information toward the bottom of your newsletter. Make your "real" content the main focus of your newsletter and your readers will then take a natural interest in your promotional content. You've demonstrated
interest in them first.
There's been a trend lately to writing "hard-sell" copy. There is even a software program that generates it for you. You just pop in the details of what you're trying to sell and it spits out boiler-plate copy. How special do you think
that's going to make your reader feel?
Respect your readers (and future clients) by showing that you're genuinely interested in their needs and that you have what it takes to meet those needs. This will get them talking about you. Have you ever heard a friend talking about that
great sales letter they got? Doubt it. Treat your readers like friends and they'll tell their friends about you.
This article was written by Barbara Saunders, noted marketing collateral designer and owner of Newsletter Associates, a complete newsletter service helping small businesses grow client relationships. For more
information, visit
www.newsletters-inc.com. Pump up your marketing in 2004. All right reserved. (c) 2004
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Cooler Surveys: Now you can get opinions in three languages!
Cooler's survey generator is a great way to find out what your readers are thinking. And it's incredibly simple to use. Just
name your survey, type in your question, and fill in up to five responses (or use an open-ended question to get your clients' opinions). Then click the button to generate the code that you can copy and paste into your e-mail. It's that
simple.
Now, whether you want to do a survey, la inspeccion, or etude, you can get your survey in English, Spanish, or French! You're on your way to building relationships all over the world.
The other cool thing about CoolerEmail's Survey Generater is that the results are immediate. You can choose to let your readers see the results when they enter their response, or you can choose to tabulate the responses yourself and
release the information however you'd like.
You'll find the survey generater under the Survey Library on the Library Tab. Give it a try in your next e-mail campaign. |
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Thank you ...
We are always striving to make CoolerEmail ever better. Customer requests for feature enhancements are responsible for many additions. If you have feedback or suggestions, please send them to
suggest@cooleremail.com.
And as always.... be cool!
The CoolerTeam--- |
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Cooler Bytes |
Customize Your
Control Panel
Did you know that you can customize your Control Panel in your Cooler Account? The Snapshot feature is great for giving you a quick overview of what's going on in your campaigns. You can customize your Snapshot in the "Update Account"
screen under the "My Account" tab. You'll find lots of choices of the type of information for your own Snapshot to show. One of the coolest is the "Top Five" feature.
The Top Five listing lets you see at a glance your account's major demographics. For example, you can set it to list the range of ages, occupations, or companies (the default), or even the states of your subscribers. This is a fun feature
that helps you see if you're on course to reaching your target market.
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Check out your Link Library!
Your Link Library is a collection of links that you have used or will use in your email campaigns. Every link that your recipients click on is automatically added to the Link Library. Each link in your Link Library is available with a drop
down menu when you make a link in the Edition Editor.
You'll find this feature under the Library Tab. The cool thing about this library is that you can sort by the number of clicks a link has gotten or by the most popular domain. This is a really good indicator what your readers are
interested in and what's not drawing them in. Use this information to help you refine your next campaign. Focus on what your readers have demonstrated interest in. Or you might try repositioning the links that didn't get a lot of clicks.
Maybe tweaking your wording is all it will take to get more interest. The Link Library is where you can see how you're doing.
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Set Your Time Zone |
Under the Update Account tab, you can now set your time zone. This allows you to customize your CoolerEmail account based on your geography and ensures that time-related events and activities are syncronized accurately with your office's
clocks.
Email WebPage to a Friend
In addition to ensuring that your email marketing efforts are successful, CoolerEmail also offers advance tools for improving your website marketing results. One of the more popular tools is the "email this webpage to a friend"
feature.
CoolerEmail automatically generates the snippet of code for its subscribers to use free of charge. Just copy and paste the code to your website and you will enable your website visitors to quickly and easily refer your website pages to
their friends and colleagues---it is a great way to generate more interest in and traffic to your website! (for an example, please visit
the CoolerEmail "features page"
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