10 Truths and Myths of E-Newsletter Marketing
By: Robert Kravitz
It should not be surprising that so many churches today have or are considering an e-newsletter. Some are professionally prepared, while others are little more than an e-mail announcing the next service's topic.
Although we are all swamped with e-mail�much of it unwanted�the simple truth is that e-newsletters work. Study after study indicates that e-newsletters can be an effective way to sell a product or a service or even to promote a church.
If you now have or are considering starting an e-newsletter, the following truths and myths of e-newsletter marketing may prove helpful.
1. The best time to send out an e-newsletter is Wednesdays or Thursdays, early in the morning.
2. Newsletters sent out on Saturdays have the lowest unsubscribe rates.
3. It is best to send out an e-newsletter only when there is something special to announce.
4. Sending out a newsletter once a month is a good frequency.
Some companies have great success sending out e-newsletters every day to promote a product or service or announce a sale. Most of the church newsletters I receive are sent out weekly. Try sending yours out weekly. If there are too many unsubscribes, try sending it out every other week or monthly.
5. Having lots of links is okay in a newsletter.
6. It is always best to have readers subscribe to the newsletter.
7. Always include a "send to a friend" link in your newsletter.
8. Always post the name of the church or organization in the "From" section.
9. It is important to see how your newsletter looks on a PC format as well as a Mac format.
10. Your newsletter title is the best subject line.
However, be cautious about the words used in the subject line. Some Internet service providers use spam filters that look for keywords such as "you won," "just for you," "raffle," and "prize."
Sometimes even the name of a sender if it is a company or political organization may be considered spam by the Internet provider with the result the newsletter is blocked or sent to the subscriber's "junk box."
To avoid this, simply test the subject line on your own system first to see if it passes through without a hitch.
Robert Kravitz is a writer for the professional cleaning, building, hotel, hospitality, healthcare and education industries. He can be reached at firstname.lastname@example.org.