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Save a Tree With E-newsletters

By: Mary Blackmon
Posted: June 16, 2008, from the August 2006 issue of Skin Inc. magazine.

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You pay an e-newsletter company based on how many clients receive your message. This information is housed in your database, which must be imported into the program. Include the client’s first name to personalize the message, and make sure that each name on the list has been “scrubbed” in order to be usable. For example, bogus e-mails may have been provided, or they may include typos that cause them to bounce back, never making it to the client’s e-mail account. Scrubbing your list regularly is important because it is a waste of money if your e-newsletters are never received.

Tip: Your Web site designer might not necessarily work with your database, so hiring a Web programmer is key to maintaining a good list that is scrubbed and ready to use.

Getting them opened

An e-newsletter isn’t valuable if no one reads it, right? So make sure that you include a subject line that is catchy and sums up your content. However, be wary of using words such as “free” or “hurry”—they may cause your e-newsletter to be flagged as spam, or—even worse—it could get blocked by the recipient’s Internet service provider (ISP). Check with your e-newsletter provider to determine if it is accepted by the major ISPs, and ask for a list of those that do not.

Tip: Your Web programmer can help with bounces, investigate their causes and communicate with your selected provider to make sure that your e-newsletters are as effective as possible.

Tip: Your Web programmer and graphics designer both are valuable and serve different needs with their expertise, and both can be freelanced positions. If you find that one person can cover it all, that’s great, too.

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