Posted 7th June 2010 | By Nick Evans, Chairman

Your email marketing is designed to drive traffic to your website. It's not a news sheet. It's not a flier. It's a means to get people hitting your pages and finding out what's going on in the world of Bludger Widgets.

Why is it not a news sheet or flier? Because (my mother always told me never to begin a sentence with 'and', 'but' or 'because'), those marketing devices are static, not interactive and unmeasurable. By implication then, an email newsletter is very much a dynamic thing, very interactive (you read; you click) and very measurable (you count).
Why then do so many clients insist (until we persuade them otherwise) that the whole story is going to reside in the newsletter? 'How shall we measure its effectiveness?', we cry. 'What do you mean?' responds the client. 'If no one clicks, we can't count and you won't increase traffic to your site', say we.
'Oh.'
It's imperative therefore that the articles in your newsletter don't tell the story, but simply tease the reader into clicking 'Learn more', 'Read on' or 'Buy now'.
And that (Mother would not approve) is where your website comes in, because the pints of purple prose that the client wants to bestow on an eager world can safely be tucked up in individual news pages on the site - freshly laundered landing pages for the clicks from the mailing.
Don't re-use those pages next issue - someone may click links in an old email. Give the pages date-referenced names such as /news/latest_widget_070610.html
The web pages - be they in a website, a blog, on a Facebook page or elsewhere are the reason that you are doing the emailing - not the other way around.

Nick from ExtraMile Communicationsin Eccleshall, Staffordshire

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