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Janet Roberts

The Last Place to Promote a Newsletter
By Janet Roberts

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First, some personal background:

I spend a lot of money on Aveda hair- and skin-care products. I go to an Aveda salon. Aveda once used my hair to test a new coloring product. The Aveda Web site was one of the first ones I registered at after we got broadband service at home. I've even met Horst Rechelbacher, Aveda's charismatic founder and guru.

Now, the pertinent information:
It was not until I read a case study about Aveda's new-media marketing campaigns that I found out the company has an email newsletter.

You'd never know it by glancing at the company's Web site. I didn't find it mentioned until I went to the registration page, and then it's covered only in passing, as a checkbox item, with no sales pitch to tell me why I should sign up for it.

The registration page should be the last place you promote your newsletter. Yes, you will get your highly motivated customers, who already buy from you and will be interested in any new products you want to promote.

And, yes, you do want to mention it there in case potential subscribers missed it somewhere else and to show that you have explicit permission to add their names to your mailing list.

But, if the only place you promote your newsletter is your registration page, you'll overlook the interested bystanders, the ones who are curious enough about you to trek to your site but don't want to register yet.

If I could think of one New Year resolution for email publishers, it would be to promote the newsletter in a key spot on the home page and then include a well-placed promotion on each page inside the site.

The other would be to find an offline avenue for promotion, which is another area where Aveda is missing the boat.

I go to my salon once a month without fail. So, I'm told, does Aveda's sales representative. Has he or she ever done anything to capture my postal and email addresses, like handing out mail-in postcards that promote the Web site or offering a new product sample in exchange for my contact information? Obviously not.

In a future Ezine-Tip, I'll talk about some offline promotions and using enticements to get subscriptions.

Ezine-Tips for January 09, 2003

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