Diversify Content

We hear messages like “Do email newsletters!” “Start a blog!” “Build a forum!” “Provide a feed!” These sound like each is the only thing we should do to add content to Web sites. The way to go is to diversify your content. Invest a little here and a little there for a better return on your emarketing efforts.

Stock investors always say, “Diversify!” Imagine if you had all of your stock in one company and it went bankrupt. This scenario is what happened after the dot com crash.

Putting all your eggs into one basket labeled “email newsletters” can also spell disaster. The eggs might meet the same fate as Humpty Dumpty. But if we split up the eggs into a few baskets and one falls, we still have two to fall back on. Other kinds of baskets such as your Web site, blog, snail mailings and feeds can support your newsletter and help you build better relationships with prospects and clients.
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The Newsletter Second Send Controversy

Businesses are so desperate for our attention that when they do have our attention as subscribers of their e-mail newsletters, they take full advantage. They do this by sending the same issue of their newsletter for a second time, whether or not you opened it the first time. They also do this by sending “special mailings” announcing a new product or other offer in hopes you’ll buy or take advantage of it, but that’s another story for another day. The feature story looks at the second send controversy.

One challenge before doing any e-mail newsletter sending is coming up with the subject line. How many different “expert suggestions” have you read regarding e-mail newsletter subject lines? Too many, I’m sure. This article offers thoughts on the subject (pun intended).
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No Peeking 'Til You Register

I read many first-rate articles out there on the Web and share them with others. Alas, I can’t share everything I’d like because some sites require free registration to view the article. In sending you this newsletter, I want to make it fast and easy for you to scan and read content – no barriers like registration allowed. Read this month’s rant… feature, that is on restricted content.

No doubt, you know that growing a newsletter subscription base is challenging. I can relate. I’ve learned two things about getting more subscribers:
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