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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Growing Your Content Antennae: 17 Sources for Inspiration

By Patsi Krakoff, Psy.D.President, Krakoff Wakeman Associates, Inc.Blog: http://www.coachezines.com

The first question to ask yourself when you publish a newsletter is, “What’s its purpose?”

Are you writing a weekly or monthly newsletter to inform and educate? Are you writing a promotional message to get readers to buy a product or service?

An e-newsletter works by providing information that is relevant to a targeted audience. When readers subscribe to your e-newsletter, they are expecting to get valuable content. In turn, you become a perceived expert in your field. Sharing your expertise creates a relationship with readers. When you are perceived as a generous expert, you inspire trust. Readers will buy from you and your company once they decide they know you, like you, and trust you.

Ideally, an email newsletter should have only one intention. If your message’s goal is to sell a product or service, you would be better off writing a separate email promotion that has the sole intention of selling. Online readers are in a hurry. They scan emails and quickly decide what to read or delete. Too many competing messages confuse readers, and they will do nothing (or read and delete).

The Blog Squad’s own e-newsletter, Savvy eBiz Tips, includes a personal note, a main article tip, a special promotion, and an update on what’s new on our blogs. The intention is to inform, create expertise and trust, and provide recommendations for ...

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