Transforming Internet Newsletters into Marketing and Sales Machines

by Jason Kassel

Published on February 19, 2002

Tags: Copywriting, Landing Pages, Lead Generation, Lead Quality, Newsletters, Writing

Running a customized Internet newsletter production company for the past year has taught me the following lessons about Internet newsletter marketing.

There is a rhythm to a prospect's movement into customer that can be controlled through newsletter production. Because newsletters are developed at a steady interval across time, they allow the company to continually distribute a constantly evolving marketing message. This provides a perfect framework for utilizing multi-step marketing principles.

Multi-step Marketing

Multi-step marketing begins with a single focus. Have the prospect engage in an immediate response to marketing efforts in order to screen them in to marketing programs. Once they "show up," they are pre-qualified and you can consider them ready to do business sometime in the future.

Sometime in the Future

The idea is to have people come to you rather than you to them through the incentive of your company newsletter. When people voluntarily come forward and ask to receive your free newsletter, you've isolated the true "prospects" from your suspects. Then, if they want more information or want more of what you've got, they're now "qualified leads" (people expecting to do business with you).

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Jason Kassel is a founding partner in InternetVIZ (http://www.internetviz.com), an Internet marketing firm helping companies find, acquire and retain customers through email newsletters. He can be reached at jason@internetviz.com.

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