A restaurateur might have the chef send out tips on cooking, such as "What to do if you put too much salt in a recipe," Groves suggests. During the holidays, they might send out a newsletter item on what great wine goes with turkey for Thanksgiving. Meanwhile, a landscaper might write an article about plants that deer won't eat. "That's something people can use," Groves says. "They're going to take that and forward it to their friends and say, 'Check this out.' You're sharing knowledge and getting engagement. They already know what you sell."
一个餐馆可能厨师烹饪小贴士散发,如“做什么,如果你把太多的盐在配方,“园显示。放假期间,他们会送出一项伟大的葡萄酒所时事与土耳其的感恩节。同时,landscaper可能写一篇关于植物鹿不吃的。“那是一些人可以用",格雷夫斯说。“他们要带,并给他们的朋友说:“这个检查这个你分享知识和获得订婚。他们已经知道你卖的。”
How can you figure out what your target audience considers to be relevant content? "One way is by asking them on the sign-up form or via surveys and polls," Gielen says. "Another way is by analyzing their behavior. Which links do they typically click on? What kind of subject lines typically trigger them to open your e-mails?
您怎么能推测什么您的目标观众认为是相关的内容？ “一种方式是通过要求他们在签约形式或通过勘测和民意测验”， Gielen说。 “另一个方式是通过分析他们的行为。 他们典型地点击哪些链接？ 什么样的主题排行典型地触发他们打开您的电子邮件？
shouldn't be 42 different items. "A simple one-article newsletter is a fantastic tool," he says. In addition to articles, you might add a calendar of events that might interest readers and, perhaps a link to a promotional offer at the bottom. "If you're writing about California Chardonnays, you might say, 'Here is a real special Chardonnay that we just got in.' That's fine if it's all tied together."
文章在通讯应尽量简短,园的建议。与不应该有42个不同的项目。“一个简单的one-article迅是个很棒的工具,”他说。此外,文章,你可以添加一个事件的日历会感兴趣的读者,也许一个连接到一个优惠的底部。“如果你写的关于加州Chardonnays交谈时,你可能会说,“这是一个真正特别的莎当妮,我们刚进来:'那很好,如果它是相连的。”
Design for the Preview Pane
设计预览窗格
Once you have built your list and determined what kind of content your readers value, it's time to develop an effective template for your e-newsletter. The first thing to keep in mind is that most e-mail clients do not display images by default, Gielen says. "The top right two to three inches of your template is what people see in their preview panes, so if your template has mainly images in that area, most readers will not see anything in their preview pane," she says. "Make sure you design your template with this in mind." Think of the preview pane area as a teaser area, and use this area to grab the reader's attention. The information in this area should be compelling enough to make the reader open the e-mail, download the images, and scroll down for more information.
一旦您建立了您的名单并且确定了什么样的内容您的读者价值，它是时候开发您的电子业务通信的一块有效的模板。 要记住的第一件事是多数电子邮件客户端不复显图象默认情况下， Gielen说。 “右上二到三英寸您的模板是什么人们在他们的预览单块玻璃看见，因此，如果您的模板有主要图象在那个区域，多数读者不会看什么在他们的预览单块玻璃”，她说。 “鉴于此确定您设计您的模板”。 认为预览单块玻璃区域作为戏弄者区域，并且使用这个区域抓住读者的注意。 信息在这个区域应该是足够强制的做读者打开电子邮件，下载图象，并且移下来对于更多信息。
Keep Design Professional
保持设计专业的
Pick a layout that is going to look professional and render well. Groves says that Constant Contact has 400 different e-newsletter templates alone. You don't have to worry about how to create HTML, but you do need to look at the colors, create images, and think about layout so that it renders well. Most e-mail clients have images turned off as a default, so it's not necessarily a good idea to put a big company logo on the top of the image in the preview pane because it won't load, Groves says. Instead, have that logo lower on the page and just write the company name in regular text at the top of the screen. Choose colors that look weak and reflect your brand. Groves recommends two online tools, Color Cop and Color Schemer, which can help you choose colors. "You don't have to be a graphic artist," Groves says. Lastly, leave some white space for your readers so the e-newsletter doesn't look too dense and is easy on the eye.
采摘看专家和很好回报的布局。格雷夫斯说恒定的联络有单独400块不同电子业务通信模板。 您不必担心怎样创造HTML，但是您需要看颜色，生成图象和考虑布局，以便它很好回报。 多数电子邮件客户端有作为缺省被关闭的图象，因此它不一定是一个好想法投入一个大公司商标在图象的上面在预览单块玻璃，因为它不会装载，格雷夫斯说。 反而，有商标在页面上和写公司名称在规则文本的屏幕顶部。 选择看起来微弱并且反射您的品牌的颜色。推荐两个在线工具、颜色管线和颜色计划者，可以帮助您选择颜色。“您不需要一个图形的艺术家”， 格雷夫斯说。 最后，留出您的读者的一些白色空间，因此电子业务通信看起来不太密集并且是容易赏心悦目。Write a Compelling Subject Line
写一篇引人注目的题目线
The subject line (and your sender name) is what convinces someone to open your e-mail, Gielen says. You can ask a question, state a benefit, or add urgency, as long as you don't try to deceive your readers. "You should keep your subject line short," she says. "Most readers see only five to seven words, or 50 to 60 characters, of your subject line, so your most important words should be right in the beginning." Also, make your subject line dynamic. Don't use the same subject line over and over again. Finally, tell, don't sell, what's inside. A subject line that tries to sell something is often perceived by readers as spam, and the chance they will delete your e-mail without opening it is much higher.
附属的线((你的寄件人名称)是什么说服某人打开您的电子邮件， Gielen说。 只要您不设法欺骗您的读者，您能问问题，陈述好处或者增加紧急。 “您应该保留您附属的线短小”，她说。 “多数读者看只五个到七个词或者50个到60个字符，您附属的线，因此您的最重要的词是正确的”。 并且，使您附属的线是动态。 不要多次使用相同主题。 最后说，不要卖了，什么的里面。 一个标题，试法卖一些经常觉得被读者是垃圾邮件,可能会删除你的电子邮件没有开放,它要高得多。Choose an E-Mail Service Provider
选择一个电子邮件服务提供商。
Don't use Outlook to send out your e-newsletter. Apart from some very nasty deliverability problems you risk running into, you will not have any reporting for your e-newsletter whatsoever, Gielen says. Without the necessary reporting, how will you know how your e-newsletter performs?
不要使用前景送出你的通讯。除了一些非常恶劣的产能,你跑到危险的问题,你将不会有任何的报告,为你的通讯,Gielen说。没有必要的报告,你怎么知道你的通讯嘛?There are a number of very good and affordable e-mail service providers out there, like Aweber, Campaign Monitor, Constant Contact, MailChimp, eROI, iContact and others. "By using an e-mail service provider, you won't have to worry about any of the logistics, you'll know exactly who opened and clicked and even creating a professional looking template will be a piece of cake," Gielen says.
有很多个非常好和负担得起的电子邮件服务供应商那里，象Aweber、竞选显示器、保持着恒定的联络、MailChimp监测、eROI， iContact和其他。 “通过使用电子邮件服务提供者，您不会必须担心任何物流，你将知道究竟谁空旷和拍答声
Manage Your List
处理您的名单
Each time you send out your e-newsletter, you'll find e-mail addresses that no longer exist or people that have unsubscribed from your list. It is of the utmost importance that you remove these e-mail addresses from your list before you send out your next e-newsletter, Gielen says. "If you don't, you risk running into legal problems, as well as being blacklisted." Remember the two rules of sending e-mail newsletters: relevance and permission. If a customer revokes their permission, you need to respect that. But, Groves says, next time the customer comes in to your store or makes a purchase, follow up and ask to make sure they didn't unsubscribe from the e-newsletter by accident.
每一次你发出你的通讯,你会发现电子邮件地址,不再存在或人从你unsubscribed名单。这是最重要的,你的电子邮件地址列表,你从你面前发出你的未来通讯、Gielen说。“如果你不这样做,你跑进法律问题的风险,以及被列入黑名单。”记住这两个规则,发送电子邮件通讯:关联和许可。如果客户撤销其许可的情况下,你必须尊重它。但是,格雷夫斯说,下次顾客走进来贵店购买,或使跟踪和要求来确保他们没有收到来自通讯的意外。
Additional Resources
附加资源
How to Write Effective E-Mail Newsletters
如何撰写有效的电子邮件通迅吗
Tips from Web Market Central, a portal for interactive marketing professionals.
从网的技巧销售中央，交互式营销专家的一个门户。。
E-mail Marketer's Club
电子邮件市场营销的俱乐部
Discuss e-mail marketing trends, issues and tactics with other e-mail marketers.
讨论电子邮件行销趋势，问题和策略同其他的电子邮件卖主。
