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Question:What are the basic steps to building a great e-newsletter?

Answer:If you want to become an e-newsletter pro, there's a wonderful series of articles by Tamara Halbritter and Kevin Sullivan that you can find in our archives.
To begin with, follow these fundamental steps:

Step 1 - Demonstrate Value – Deliver valuable information that solves the day-to-day problems of your readers, helps them stay on top of industry trends, and saves time by distilling practical information such as real-world best practices and industry advances from many sources. Learn how to determine your true value to your readers.

Step 2 - Build Trust – Become your customers’ trusted information source on business problems by knowing your audience (you’ll get tips on how to do that), positioning your company as a credible source, and speaking from integrity by being honest and respecting your customers’ boundaries.

Step 3 - Show Stability - Deliver accurate and timely information that is vital to the success of your readers’ business at regular intervals over time. We’ll help you define this process and give you tips on becoming a stable and respected key industry information provider.

Step 4 - Getting and Keeping Their Attention – Ever dread going into the office and facing your e-mailbox jam-packed with junk e-mail? You can be your customers’ All-Star Player in the “in-box attention getting” game and reinforce your value to the reader with each e-newsletter issue. Stay tuned for these tips.

Step 5 - Capturing Prospects – This article will help you get from suspects to prospects by delivering a two-way street of communication, deepening your relationship with potential customers and making it easier for them to buy your products or services.

Step 6 - Closing the Sale – Not only do e-newsletters make it easy for potential customers to contact you, they also let you harvest the relationship built around them and simplify sales for your sales team. The sales team dreams of knowing about their prospects’ hot buttons prior to making that first call. See how this can happen.

Now, read the whole article here.


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