E-Mail Newsletters: Get Clients To Read Them


E-mail newsletters are a popular way for salon owners to keep in touch with clients and let them know of specials, new products and services, and much more. However, the key to a successful e-newsletter is getting the recipient to open and read it—which is sometimes easier said than done.

A recent article for BusinessWeek is dedicated to disseminating what your newsletter should contain to ensure that people read it, based on advice from Dave Robinson, vice-president of marketing for online backup service Mozy, and Janine Popick, chief executive of VerticalResponse, an e-mail and direct marketing provider for small businesses. Here are a couple of their tips:

Share Knowledge. Robinson says that, unless you have something interesting and relevant to your audience to share, don't bother. If it is interesting and relevant, keep it simple and instructive.

Include Customers. Popick and Robinson agree the best way to sell a product or service is to use customers to illustrate your pitch. Popick also likes newsletters with links to relevant customer stories; for example, if customers are talking about your salon on MySpace, Facebook or Twitter, use the newsletter to link to those discussions.

For more tips, read the full article.


BusinessWeek: E-mail Newsletters That Customers Actually Read

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