eAdvisor - Tip of the Month

Building Blocks

A great eNewsletter doesn’t just inform, but should create a level of anticipation for your reader by promising more on the topic in future issues. Both Hollywood and the publishing industry have leveraged this effective marketing tool – sequels are the name of the game.

Applying the method to eNewsletters

Building upon previous articles is a proven method to attract new audiences and retain existing readership. It is human nature to look forward to Part II. With the Web, the ability now exists to go back in time. When you write a sequential article, you can link back to previous articles. As stated in a previous article in eAdvisor, links add value and meaning to each article in a sequence.

Avoid the overkill

But don't overdo it. Keep sequences to no more than three (unless each has "cover story" impact). And don't present multiple sequences in the same eNewsletter.

Sequential campaigns proven to work

Sequencing or serializing of content keeps the audience engaged, as you've seen in:

• Software development
• Management training
• Branding efforts
• Product line introductions

For more information, contact the professional team at Proven Systems at (800) 720-5398 or info@provensystems.com.

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