e-Newsletters: Get Attention and Build Loyalty

Presenter: Nick Usborne
Broadcast on Thursday, February 22, 2007
Duration: 90 minutes
Cost: $129

At a time when online marketers are so enthralled by “what’s new,” whether that be social network sites or online video, there is a danger that they may ignore one of the most powerful but misunderstood of all online marketing channels: e-newsletters.

Email newsletters have been part of the online landscape from the beginning, and in the hands of skilled marketers, make a very significant contribution not only to the immediate bottom line, but also to long-term customer value.

With a quality newsletter you can hold the attention of tens or hundreds of thousands of readers. Over time, you can build a level of trust and loyalty that no other channel can match.

During the course of this seminar you will be taken through each of the steps necessary to create a quality newsletter that will hold the long-term attention of your readers and deliver revenue.

While the examples offered will be B-to-C newsletters, most of what you will learn can also be applied to B-to-B newsletters.

You Will Learn

Why there is so much value in publishing a quality newsletter
The secrets behind developing quality content
The importance of finding a unique voice
The best format to choose: text or HTML
The best length for your newsletter
The different delivery options and which is the best
The importance of e-newsletter tracking and analytics
How to grow your opt-in list
And how to take care of your list

Who Should Attend

Executives, managers and writers who have responsibilities in the areas of email communications, customer loyalty and merchandising optimization.

e-Newsletter marketing is a multi-faceted discipline and delivers value in many areas. Essentially, if you are involved with the marketing of your company and its products or services, you should not ignore the potential of e-newsletters.

About The Presenter

Nick Usborne is an online copywriter and site optimization expert with more than ten years of experience online. During a career spanning 25 years in the marketing industry -- offline and then online -- he has worked with dozens of major companies, including Citibank, Apple, Chrysler, Franklin Mint, TV Guide, Looksmart, MSN, The Getty Trust, Wells Fargo, Yahoo!, the US Navy, The New York Times and America Online.

Since 1996, he has been working exclusively on marketing online and is internationally recognized as a leading expert on the subject of writing for the Web. He is a widely read author and columnist, and the author of the critically acclaimed book, Net Words: Creating High-Impact Online Copy, published by McGraw-Hill.

In his spare time he writes and publishes Excess Voice and Freelance Writing Success and their accompanying newsletters, which are read by more than 14,000 online writers and copywriters.

What Participants Said

Of the participants who evaluated this seminar, 91% would recommend it to a colleague. Some of their comments:

"I was concerned that the seminar would be too basic, but it can help to focus on the basics - revisit what you know. I thought the examples were very good, good insights and take aways."

"If you want an all-around guide to doing e-newletters-- what to aim for and what to avoid-- this is a great use of 90 minutes."

"This seminar explains the importance and long-term value to your company of email newsletters, talks about providing valuable content to your reader (which keeps them coming back), and give a good overall picture of what makes an email newsletter successful."

"I especially liked Nick's visceral understanding of the e-newsletter medium. Many of his side comments and descriptions were insightful. He didn't just present content, but how to think about the content-- in fact, you get a good understanding of how he looks at personal communication in general. Very enjoyable."

"The information I gained from this seminar alone covers the cost of my membership! Thanks!!"

"Nick has good insight, practical tips, and does a great job of explaining the thought process behind his conclusions in a personable and understandable way. He also provides ideas for possible vendors, which can save a lot of time."

"I think Nick is one of your better presenters. Some people tend to just brush the surface, failing to focus their presentation enough for you to put it to use effectively. Nick gives his participants real value with concrete advice, visual examples, and the logic behind his recommendations so that you can apply them judiciously. Thanks to Nick for his quality presentations."