Thursday, July 15, 2010

The Importance of Newsletters

For the second year in a row COS Productions has won an Outstanding Achievement Award in Email Marketing. Primarily, we are consistent with our mailings, we have a consistent message, content our subscribers enjoy and we  play by the rules of etiquette.

We always offer an easy opt-out option to our newsletters and we never add people without permission. We actually have two newsletters, which most people don’t realize. We have our normal newsletter that has book reviews, book trailers, interviews, industry news and other fun stuff and then we have a private email newsletter that only goes out to our established clients and that tells them what we’re doing that is new and may affect them. These people get a lot of free stuff or discounts from us and we share with them any new trend news.

Newsletters need to offer something of value, not just be a sales tool. That is part of the reason our newsletter stands out. If we have readers subscribe to our main newsletter and they are happy to hear about authors, books and related news they will share that with their friends and respond to that news. So our main newsletter is really for readers first. Then we have something for authors or aspiring authors second. You seldom see anything sales-like in that newsletter. But, we do refer to our other programs and sites where we entertain readers on a larger scale. So, in that way we are promoting our other sites. But, we are not selling anything.

Why not sell? Well, it’s like living by example. You want people to WANT what you
have. You don’t want to have to convince them, trick them or otherwise maneuver them into buying something from you. If you are passionate about what you do and you believe in what you’re selling, people will see that. You want to encourage them to be as excited as you are. That’s fun!

Our Established Client Newsletter is designed to be primarily a resource. We talk
about what we’re doing, what we plan on doing, what we’re doing for free and what trends we are following and why. We talk about the success of our clients. And, we remind people of our other sites and the opportunities there. At some point we will offer special deals or discounts, but the primary function of the newsletter is to be a resource.

Newsletters need to have news in them. They need to have articles. They need to have value to them. If they are just another sales pitch, the will get pitched to the round file that is SPAM. But, offer some tips & tricks, some valuable articles and education/opinion on relevant topics and your newsletter will flourish!

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