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A restaurateur might have the chef send out tips on cooking, such as "What to do if you put too much salt in a recipe," Groves suggests. During the holidays, they might send out a newsletter item on what great wine goes with turkey for Thanksgiving. Meanwhile, a landscaper might write an article about plants that deer won't eat. "That's something people can use," Groves says. "They're going to take that and forward it to their friends and say, 'Check this out.' You're sharing knowledge and getting engagement. They already know what you sell."
一个饭店的厨师会发出一些小贴士,例如“你在菜里放入了太多盐时,你会做什么,”Groves建议。放假期间,他们可能发出一条通讯项目是很大的酒和火鸡过感恩节。同时,一个风景画可能写出一个关于鹿不去吃那些植物的。“人们可以利用这些,”Groves说。他们把这个发送给他的朋友们说‘看看这个。’你共享他们的知识和获得约定。他们早己知道你在销售什么了。”
How can you figure out what your target audience considers to be relevant content? "One way is by asking them on the sign-up form or via surveys and polls," Gielen says. "Another way is by analyzing their behavior. Which links do they typically click on? What kind of subject lines typically trigger them to open your e-mails?
你是怎样找出你的读者瞄准什么样的切题内容呢?Gielen说“第一种是通过问他们的登录表格,或者通过调查和民意调查,”二是通过分析他们的行为。他们通常会点击哪些链接?又通常是哪些类型的题目来触发他们去打开你的电子邮件?
shouldn't be 42 different items. "A simple one-article newsletter is a fantastic tool," he says. In addition to articles, you might add a calendar of events that might interest readers and, perhaps a link to a promotional offer at the bottom. "If you're writing about California Chardonnays, you might say, 'Here is a real special Chardonnay that we just got in.' That's fine if it's all tied together."
他说“一个简单的one-article电子通讯是一个很奇妙的工具,”不应该有42种不同的名目。除文章之外,你可以添加读者感兴趣的日程表事件,或者可以有一个连接到一个最低的优惠底价。“如果你写的关于美国加州Chardonnays,你可能说,‘这里的白葡萄酒真的是很特别的,我们刚进来,’如果这是相连的,那很好。”
Design for the Preview Pane
设计预览窗
Once you have built your list and determined what kind of content your readers value, it's time to develop an effective template for your e-newsletter. The first thing to keep in mind is that most e-mail clients do not display images by default, Gielen says. "The top right two to three inches of your template is what people see in their preview panes, so if your template has mainly images in that area, most readers will not see anything in their preview pane," she says. "Make sure you design your template with this in mind." Think of the preview pane area as a teaser area, and use this area to grab the reader's attention. The information in this area should be compelling enough to make the reader open the e-mail, download the images, and scroll down for more information.
一旦你已建立了你的清单并决定什么样的内容你的读者会重视,是时候为你的电子简讯研发一个有效的模板。要记住的第一件事是大多数的客户不会通过不显示的电子邮件展示图像,Gielen说。“前右二到三英寸的你的模板是人们在他们的预览窗里能看到什么,当然假如你的模板主要图像在那个区域,那么大多数的读者将不会在他们的预览窗里看任何东西,”她说。“确信你在设计你的模板的时候有牢记着这一点。”认为预览窗区域作为一个玩笑话的区域,并使用这个区域来抓住读者的注意力。这个地区的信息应该是引人注目的,足以让读者打开电子邮件,下载图片,向下滚动,以获取更多信息。
Keep Design Professional
保持专业的设计
Pick a layout that is going to look professional and render well. Groves says that Constant Contact has 400 different e-newsletter templates alone. You don't have to worry about how to create HTML, but you do need to look at the colors, create images, and think about layout so that it renders well. Most e-mail clients have images turned off as a default, so it's not necessarily a good idea to put a big company logo on the top of the image in the preview pane because it won't load, Groves says. Instead, have that logo lower on the page and just write the company name in regular text at the top of the screen. Choose colors that look weak and reflect your brand. Groves recommends two online tools, Color Cop and Color Schemer, which can help you choose colors. "You don't have to be a graphic artist," Groves says. Lastly, leave some white space for your readers so the e-newsletter doesn't look too dense and is easy on the eye.
选择一个布局,那是要寻找专业和渲染。Groves说那种持续单独接触有400各式各样的电子简讯模板。你不用太担心他如何创建HTML,但是你必须去学习审视颜料,创建图像,和考虑版面设计,以便它渲染得令人满意。大部分的电子邮件客户把关掉图像作为弃权,因此它他一个大公司的专用标志图像放在预览窗的最上方不一定是个好的主意,因为它不会装载,Groves说。相反的,削减这一页的商标,而是用正规的文字把公司的名称写在屏幕的顶端。选择一个看起来颜色较弱的,可以表达出你们的品牌。Groves在这里推荐两种联机的工具,颜色管线和颜色方案,可以帮助你去选择色彩。“你不必是一位绘画的能手,”Groves说。在最后,要留下一些空白处给你的读者,那样的电子简讯看起来才不会太密集,也能给人一种很舒服的感觉。
Write a Compelling Subject Line
写一个激发兴趣的主题栏
The subject line (and your sender name) is what convinces someone to open your e-mail, Gielen says. You can ask a question, state a benefit, or add urgency, as long as you don't try to deceive your readers. "You should keep your subject line short," she says. "Most readers see only five to seven words, or 50 to 60 characters, of your subject line, so your most important words should be right in the beginning." Also, make your subject line dynamic. Don't use the same subject line over and over again. Finally, tell, don't sell, what's inside. A subject line that tries to sell something is often perceived by readers as spam, and the chance they will delete your e-mail without opening it is much higher.主题栏(还有你的发送人名字)是确保有些人去打开你的电子邮件,Gielen说。你可以提个问题,陈述一个好处,或者增加紧急事件,只要你不试图蒙骗你的读者。她说“你必须令你的题目栏很简短,”她说。“大部分读者只看到5到7字,或50到60字符,你的主题栏,所以你应该把最重要的文字正确地放在开始处。”同时使你的题目栏是动态的。不要重复地使用相同的题目栏。最后,告诉,不要卖,里面的东西。一个标题栏设法去出售一些东西,经常觉得被读者理解为垃圾,他们会删除你的电子邮件而没有打开它的机会将会高得多
Choose an E-Mail Service Provider
挑选电子邮件的供应商
Don't use Outlook to send out your e-newsletter. Apart from some very nasty deliverability problems you risk running into, you will not have any reporting for your e-newsletter whatsoever, Gielen says. Without the necessary reporting, how will you know how your e-newsletter performs?
不要把你的电子简讯用状态发送出去。除了会遇到一些非常恶劣的问题外,你将不会有任何关于你的电子简讯的报告,Gielen说。没有了必要的报告,你又怎么知道你的电子简讯执行得怎样呢?
There are a number of very good and affordable e-mail service providers out there, like Aweber, Campaign Monitor, Constant Contact, MailChimp, eROI, iContact and others. "By using an e-mail service provider, you won't have to worry about any of the logistics, you'll know exactly who opened and clicked and even creating a professional looking template will be a piece of cake," Gielen says.
那里有很多的很好的和不太昂贵的电子邮件在提供服务,像Aweber,Campaign Monitor, Constant Contact MailChimp,eROI,iContact还有其他的。“通过使用供应商提供的电子邮件服务,你不必去担心任何的物流问题,你就会知道,到底谁打开了和点击甚至建立一个专业模板的样子将是一个轻松的事。”
Manage Your List
管理好你的名单
Each time you send out your e-newsletter, you'll find e-mail addresses that no longer exist or people that have unsubscribed from your list. It is of the utmost importance that you remove these e-mail addresses from your list before you send out your next e-newsletter, Gielen says. "If you don't, you risk running into legal problems, as well as being blacklisted." Remember the two rules of sending e-mail newsletters: relevance and permission. If a customer revokes their permission, you need to respect that. But, Groves says, next time the customer comes in to your store or makes a purchase, follow up and ask to make sure they didn't unsubscribe from the e-newsletter by accident.
每次当你发出你的电子简讯后,你会发现电子邮件地址不再存在或者名单从列表上注销。在你发送出下一个电子简讯之前,你要从你的名单中移除掉这些电子邮件的地址,这是至关重要的Gielen说。“如果你不这样做,除了会遇到法律问题外,还会被列入黑名单。”记得发送电子邮件通讯的两条法规:关联和许可。如果客户取消了他们的许可,你必须尊重他们的选择。但是,Groves说,下次客户进来贵店购买,要跟踪和询问设法确保他们不会偶然地注销你的电子简讯。
Additional Resources
附加资源
How to Write Effective E-Mail Newsletters
怎样撰写有效的电子邮件通讯
Tips from Web Market Central, a portal for interactive marketing professionals.
网络市场信息中心,市场营销专业人士的交流窗口
E-mail Marketer's Club
电子邮件是市场营销俱乐部
Discuss e-mail marketing trends, issues and tactics with other e-mail marketers.
讨论电子邮件的销售趋向,债券和策略同其他电子邮件的行销。