Best Practices for Producing an Effective eNewsletter

Barry Rosen

© 2008; The Pursuit Group, Inc.

The Best eNewsletter Programs

Content Appeal

Promotion Consistency

© 2008; The Pursuit Group, Inc.

Best Practice: ContentBest Practice: Content

• Readers care about THEMSELVES

• Keep it useful and educational

• Not a big sales pitch

© 2008; The Pursuit Group, Inc.

Best Practice: Appeal

Factors that impact eNewsletter success:– Headlines– Teaser paragraphs– Layout and graphics– Subject lines– Texture

© 2008; The Pursuit Group, Inc.

Best Practice: Consistency

NO:

YES:

Frequency = Monthly

© 2008; The Pursuit Group, Inc.

Best Practice: Promotion

• Subscription forms on website• Collateral and advertising• Hyperlinks to subscription form• Get creative!

Optimize the Business-to-Business Sales Cycle

866-4-PURSUE866-4-PURSUEBarry Rosen

brosen@thepursuitgroup.com

www.thepursuitgroup.com