Six Steps to Successful Newsletter Marketing

Online newsletters may not be as popular as God and country. But some days, it seems that they are close.

Enter “God” into a Google search box and 7,030,000 hits are returned. “Country” is even more popular with 10,100,000. "Newsletters" are just a notch below God with 5,040,000 hits.

Every online marketing guru and guru-in-training writes about how to produce, create, write, edit, distribute, manage, track, and delete newsletters. Newsletters have been glorified, vilified, amplified, beatified, and mystified. They can be modified, crucified, cut-and-dried, country-fried, city-fied, and--almost always--justified.

In the go-go late ‘90s, electronic newsletters earned a bad name as every “snake oil” salesperson began using them for dubious communications. With the heady days of the Internet bubble behind us, it's time to get back to newsletter basics.

Just as in the olden days, trust builds relationships, and relationships build sales. Used properly, newsletters can help build business relationships based on trust. And the key word is trust--trustworthiness in content, subject lines, mailing lists, regularity, and ability to quickly subscribe and unsubscribe.

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.