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| Writing effective email newsletters |
Who will benefit?
- Anyone writing or editing text for one-to-one email marketing
- Internal communicators who want to improve intranet communication
- Anyone considering venturing into this very cost-effective communication and promotional media
Introduction
email newsletters are among the fastest-growing marketing promotional tools. Not only can they be used to build a greater response from existing target groups, but they can be instrumental in attracting new audiences. While email newsletters were primarily used for external audiences, internal communicators are finding they are valuable way to communicate with staff, both at their desks and on the move at home and abroad.
Course aims
Creating content that a recipient actually wants to receive is crucial to circulation growth and readership. We explain how to best exploit this channel and reveal some 'secret' tricks of the trade.
Unlike most forms of advertising and communication it is possible to immediately assess response rates. This means that you can adapt strategy and fine-tune copy to perfection. Just one word can make the difference between success and failure.
The course considers tone of message, the appropriate choice of words and explains how you to motivate the busy reader. It also covers the visual side - how images and template design can either assist or detract from the messages you wish to convey.
The basic mechanics of building circulation lists and the software used for distribution are also discussed in detail.
Benefits of attending
- Sharpen your writing skills
- Practise structuring content
- Learn how to create effective email campaigns with scores of hints and tips to make your campaigns more effective
- Find out when to use images - and what works best
- See examples of good and bad email newsletters
Outline programme
What makes an effective newsletter? The use of words and style. Making your copy more persuasive to achieve maximum response. Structure and planning newsletters. How to select and optimise images, and manage links. Building the circulation database, advertising, registration, targeting and measuring effectiveness. Hands-on computer exercises. Two practical sessions on laptop computers*. Action plans and discussion - identify what you will do as a result of the course.
Requirements
Laptop computers are not provided. Course exercises are provided on floppy disk or CD ROM as Microsoft Word files. Please let us know if you will need the exercises on a floppy disk or CD ROM.
Workshop materials
Participants will receive a comprehensive 60pp manual full of hints and tips that will help in future email newsletter production.
About the tutor
Malcolm Davison
is a freelance web communication consultant with more than 20 years' blue-chip company and agency experience.
He started his career as a computer programmer at Barclays Bank before moving into marketing and PR and later becoming publications editor for the Redland Group.
Malcolm has advised many clients on internet and intranet issues, including the European Commission, the United Nations in Geneva and the Royal Bank of Scotland. Over the last six years he has judged web sites and email newsletters entered into CiB and FEIEA award competitions.
Within six months of launch, and under Malcolm's editorship, the CiB ezine, achieved its objectives and attracted an audience in 50 countries.