Ugly eNewsletters Kill Revenue
It used to be that when you wanted to get to know a company, you could visit it. You based your initial impressions of a company not just on whether or not you needed its products, but also on the cleanliness and organization of its office, how the receptionist greeted you, and the extent to which you were treated as a valuable customer.
Times have changed. Now, customers find your business through an Internet search. They get their initial impressions through your Web materials. Your eNewsletter is now the receptionist, the staff — the face of your company.
If you make a poor impression, you can lose thousands of dollars in revenue in a heartbeat.
The anti-marketing effect
You see them in your inbox — eNewsletters that you struggle to read and digest or simply delete because they are too much trouble.
Ugly eNewsletters have several common characteristics that readers react to immediately:
- Bad branding: The colors, logos and headers don’t clearly identify the company. Delete.
- Everything on one page: When you open the email, you see a mass of text. You scroll and scroll and scroll. Delete.
- Bad writing: You’re distracted by misspellings. Sentences are long and hard to read. What’s the point of this article? Delete.
- Self importance: Articles are full of company news and long lists of product features. But how does this information help you? Delete.
When readers receive a poor-quality eNewsletter, they make immediate judgments about the company that sent it: The company is careless, it’s too busy to attend to details, it rushes through projects.
Consistency also is a mark of quality. When a company promises an eNewsletter but never delivers it — or arbitrarily starts and stops eNewsletter delivery — readers see the company as unreliable.
Would such a company make a good partner? Probably not. That quickly, a potential sale may be lost forever.
The beauty of outsourcing
In recent years, eNewsletter quality has improved dramatically, and readers rightly expect that when they subscribe to an eNewsletter, they will get educational content that is valuable to them.
Providing valuable content and educating your readers about how your company can serve their needs can be a challenge. But you don’t have to do it alone. When you work with a professional eNewsletter provider, you can rely on consistently high quality. You get a team that concentrates on creating the best possible face for your company while you concentrate on running your company.
Outsourcing your eNewsletter lets you build your brand, increase your credibility, and create rapport with both customers and prospects. If your eNewsletter is not getting done — or isn’t getting done well — contact Proven Systems today at (800) 720-5398 or info@provensystems.com.
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| Contact us by: Email: info@provensystems.com Phone: 800.720.5398 Web: www.provensystems.com |
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