Re: Opt-in Email and Newspapers

From: Aimee Kessler Evans <aimee_at_marketingsherpa.com>
Date: Wed 13 Dec 2000 13:47:07 -0500

SHAWN MERWIN <merwin_at_visionarysoftware.com> WROTE:
> I was hoping someone could share their experience with
> opt-in campaigns targeted from newspapers to the
> newspaper subscribers...

Wow, Shawn. You're asking some pretty loaded questions
there!

The sort of content that works best with email
recipients is, very simply, the content that interests
them. If you're working from newspaper subscribers,
you probably want to have different newsletters
featuring content from different sections. The people
who read the real estate section will want real-estate
related newsletters, sports fans may want a daily
sports update, and people who only read section one may
want a daily news digest. But surely there's no one
way to please all those subscribers with one
newsletter.

You'll want to survey folks to find out what they want.
If your subscribers have already given you permission
to email them, you should propably, ultimately, send
them an email giving them the option to opt-in to the
newsletter of their choice.

Finally, the most effective way to get people to
subscribe fast is with really good, personalized
content. Something so good and so specific to what
they want to read that they'll forward it to their
like-minded friends who will also opt-in. Keep it
short, bright and interesting.

Giveaways are also good, and they needn't be expensive
either. A book of coupons from local merchants or
something like that might work well.

Aimee Kessler Evans
Marketing & PR Director
aimee_at_marketingsherpa.com
973.992.5330
http://www.marketingsherpa.com
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Received on Wed Dec 13 2000 - 12:47:07 CST