How to Start a Newsletter With Lead Tracking

Just like newspapers, printed newsletters are now competing with electronic versions.

Lead tracking from newsletters has evolved as a result of the Internet. Electronic newsletters, or eNewsletters, allow business owners to track the leads garnered from publishing their newsletter. In other words, the newsletter is sent through e-mail, which allows for tracking if the e-mail is opened. It also allows for tracking if the reader clicks on any ads, resources or promotions that are included in the newsletter. Creating a lead-tracking eNewsletter requires a little bit of research and effort, but it is more cost effective and gives greater flexibility than producing a print newsletter.

Things You'll Need

• Access to the Internet
• Content for the newsletter

Instructions

1. Choose an e-mail marketing company to use for creating, distributing and tracking your eNewsletter. Constant Contact, iContact and Vertical Response are all examples of e-mail marketing companies. They will assist you in choosing a template for your newsletter, as well as delivering it and tracking your leads. All three of these offer a trial period to test their services and determine whether it's right for your business needs.

2. Select a template for your newsletter. Choose carefully with simplicity in mind, especially if you are new to creating a newsletter. The content should be what stands out, not the design. It helps to have an idea how much and what kind of content you'll be including. Also, think about whether you'll have any information that will remain static throughout all the newsletters, i.e., company bio or mission statement, contact information, banner or masthead. This will help you determine which layout fits your needs.

3. Create content for your newsletter. Map out the next quarter or six months of newsletters as you do this. This strategy ensures that your newsletter flows nicely and is easy for the reader to follow. It also helps you ensure that you're covering all your marketing points. For example, your first newsletter may include an introduction to your company's philosophy, mission and goals with a teaser about your new product. The second newsletter would include an overview of the new product, reinforcing the brand image by showing how the product aligns with the company's philosophy. The third newsletter may discuss changes or improvements to the product with a teaser about a follow-on product. This would give a quarterly outline of newsletters for planning purposes. Have an objective third party proof the content for accuracy.

4. Add the content to the newsletter template, ensuring that tracking is turned on. Be sure to stay in contact with your e-mail marketing company throughout this process so the staff can assist you if needed. Before you distribute, have another set of eyes again proof the content. One little mistake can jump out and make all your hard work for nothing. Send the eNewsletter and proceed with your tracking. Use this information to determine whether you need to shift your customer target or make changes to your newsletter. If important customers are not reading your newsletter, try resending it with a different subject line. Use the flexibility of an eNewsletter to add promotions, discounts or advertisements to attract customers.

Tips & Warnings

• Distribute your eNewsletter to the maximum number of contacts allowed by your e-mail marketing company. Unlike print, it will not cost you more to do so. Take advantage of this by experimenting and sampling a greater market base for your product.

References

• iContact
• Constant Contact
• Vertical Response
• "The Magic of Newsletter Marketing - The Secret to More Profits and Customers for Life"; Jim Palmer; 2009