Help us improve Eureka
10 Jul 2003
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Hi , sick of winter yet? Why not bury your head in some e-marketing reading material. Spring can't be far away.
And while you are reading this issue, put some thought into how you would make it better. Your thoughts could win you a groovy Xiro MP3/Voice Recoreder/USB Drive. We discovered these at CeBit earlier this year. They were a huge hit and coming soon to a store near you. But be the first on your block with one - take our one minute survey.
If you have any questions on how you can get more out of e-marketing, be sure to e-mail me. I really do want to hear from you.
Regards
Paul Hodgson
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Online Surveys - Remarkable ROI
 Electronic surveys are surging in popularity. The ease with which participants can respond means that on average response rates more than treble when conducted electronically. Damien Reddrop of the Australian Human Resources Institute reported that the response rate of 60% to a recent post conference survey provided an unprecedented level of feedback. "The result was amazing. We have also had a considerable increase in response rates from our other surveys since we started conducting them electronically. At least a 20% overall improvement." said Damien
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Newsletters in the Firing Line
Is the corporate Newsletter in danger?
The Corporate or Association newsletter is in the firing line. With a volume of information to share, an expanding database of contacts and a need for measurable returns, the printed newsletter now has competition from e-mail and web delivered news. Recently I had the opportunity to assist Sydney-based marketing communications consultants, Bevington and Bevington, compile a comparative report for a major Corporate considering just such a move. The company's objectives were to use an electronic newsletter for their smaller to medium sized clients, but deliver a printed brochure-style newsletter to their larger clients. Attracted by the measurability of e-mail but needing a rational justification, the company asked Bevington & Bevington (B&B) to compile this report. Since I know many of you are considering just this type of move, David Daffey (Business Development Manager for B&B) has given permission to share their results. (name of the company of course withheld)
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Book Review - Keeping The Key
by: Stephen Jesson
"When someone subscribes to your publication, they've given you a key to their inbox; a key to all the potential benefits of email marketing. Keeping that key is what this report is all about. It's not about producing an email newsletter, it's about producing a newsletter which influences and impacts its readers..."
- Mark Brownlow, PhD
Mark Brownlow's book, 'The Keeping the Key Report', is a useful tool for all newsletter owners/administrators, whether your newsletter is a modest communiqué sent out to a handful of customers, or a targeted email campaign aimed at thousands of clients, Mark provides the insider tips, tricks, techniques and knowledge to transform your newsletter from an 'interesting read' to a powerful and successful resource.
Just some of the topics covered include how to:
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Add value to your content
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Gain new subscribers and keep them
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Generate feedback from your readers
As you may guess, the book's main emphasis lies in building reader relationships, concentrating on the importance of delivering valuable content to your readers whilst giving yourself and your newsletter a definite voice and personality, and it does this very well, however, as a result, this isn't a newsletter 'bible' as such; it does not explore ways to generate revenue from your newsletter, does not tell you how to promote yourself, and, perhaps most importantly of all, does not instruct or provide you with tips on the very foundation of your proposed html-based newsletter: the actual html itself.
Personally I believe that if you’re not familiar with html and are not using a newsletter manger such as People Logic's 'GetSmartSuite' for instance - which incorporates a very user-friendly wysiwyg editor, allowing you to create stories without the need for any previous html exposure - then you may struggle to deliver your html-based content effectively; if you're not aware of current cross-browser or screen resolution recommendations, do not have sound html coding principles, and are unsure of how to create and optimise your newsletter images for use on the web, then your message may be lost or diluted in a sea of formatting problems which may occur, ultimately resulting in an unprofessional looking email arriving in your reader's In Box.
Overall this is a very useful book, full of invaluable advise and expertise which goes beyond the basics, however don't expect it to tell you how to build your newsletter template or instruct you on good html principles; you may have to learn this yourself, or invest in a decent all-round newsletter manager.
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