No Rest for an eNewsletter
According to the Travel Industry Association, more than 80 percent of American summer vacations will involve driving and the average length will be four nights. That means most people won’t be away from their office for weeks like some might think.
Frequency
The key to successful marketing is frequency. Communication works best when it is sustained over time. Your eNewsletter helps build awareness and name recognition in your readers' own time. Believe it or not, summer is a great time to get your point across.
In addition, your readers have requested and expect your eNewsletter in their email inboxes so it’s important not to let your eNewsletter program slip during the summer months.
Staying Connected
According to a 2005 Hudson Employment Index study, 38 percent of managers stay in touch with their offices via phone or email on most days while on vacation. Your eNewsletter can reach prospects when they are relaxed and less pressured to plough through their email or in-basket.
Budget Time
Many companies use the summer months to prepare their budgets for the next fiscal year. Could there be a better time to have your company’s name and capabilities top of mind than when your prospects are allocating dollars?
Savvy marketers capitalize on summer months by turning up marketing efforts with up-selling and reselling to current customers. In addition, eNewsletters and eFliers can be used to offer special promotions, discounts and other incentives to buy.
Staying Ahead
You can maintain your regular eNewsletter production schedule by working one to two issues ahead and stockpiling articles and features that aren’t time bound.
Other options include relying on guest writers and re-using popular articles from past issues. Some articles may be as simple as editing testimonials gleaned from customers’ letters and emails or answers to frequently asked questions.
You can also compile quotes from previous customer eSurveys on a key issue. Summer is a great time for reading, so consider offering an article click-through to a company white paper or industry analysis that’s already prepared.
Once you plan your eNewsletter summer issues, slather on the suntan lotion and head to the beach. Your eNewsletter will continue to communicate for you while you’re away.
Are you ready to start your eNewsletter program? Summer is a great time to find out how eNewsletters can improve your marketing efforts. For more information, contact Marc Dube at marc@provensystems.com or call 800.720.5398. |
