Re: Emailing -measuring response

From: Janet Attard <attard_at_businessknowhow.com>
Date: Fri 06 Jun 2003 08:56:35 -0500

>Include minor HTML
>
> TOTALLY DISAGREE. My experience has been that any HTML immediately
> telegraphs that you're here to sell, and terminates credibility.

I think you really have to know your audience.That may be true for some
audiences, but we've found that A)html is preferred by both advertisers and
by our readers, and that B)Some readers are as interested in being made
aware of new useful products as they are in reading articles.

We got many positive comments from our readers when we switched - all saying
it looked more professional. We attracted more advertisers, and we sell as
much, or possibly more from our newsletter than we did in the past. (We can
track what interests our readers, too, by looking at the clickthroughs.)

And switching hasn't hurt the credibility or our newsletter at all. We get
a steady stream of unsolicited comments like these:

"This is a wonderful resource!!! "
"You provide many "words of
wisdom". They are so applicable to my business.."
"I think I've died and gone to business advice heaven. Thank you, thank
you, THANK YOU "

Our newsletter has multiple ads, in it, too. Typically we have two text ads
with images, a small button type ad, and several two-line text ads in it.
There are more ads, actually, than links to new stories, but I think I've
only gotten one complaint about ads. Most of our readers seem to realize
that like any other media, advertising is essential to keep a web site and
web newsletter going.


--Janet Attard
Author, The Home Office and Small Business Answer Book
Run, market, and grow your business with help from Business Know-How
http://www.businessknowhow.com
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http://www.businessknowhow.com/newsletter/subscribe.htm





Received on Fri Jun 06 2003 - 08:56:35 CDT