Newsletter Know-How: Part One

Newsletter promotions must work harder than packages and advertisements for other products because: 1. newsletters have an unimpressive appearance, 2. they rarely use tempting promotions, and 3. annual subscription rates are high. In addition, there are more competing publications and information re...

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Bibliographic Details
Published in:Direct marketing 1989-11, Vol.52 (7), p.69
Main Authors: Hauptman, Don, Piro, Daniel J
Format: Article
Language:English
Subjects:
Company publications
Direct marketing
Guidelines
Niche marketing
Sales promotions
Strategic planning
Online Access:Get full text
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Summary:Newsletter promotions must work harder than packages and advertisements for other products because: 1. newsletters have an unimpressive appearance, 2. they rarely use tempting promotions, and 3. annual subscription rates are high. In addition, there are more competing publications and information resources than ever before, which has led to saturated markets and a decline in the perceived value of specialized information. Some principles and techniques that have proven to be successful are: 1. Determine how large the market is and whether it is expanding or contracting. 2. Give renewed emphasis to market research. 3. Identify the strengths and weaknesses of competitive products. 4. Create a market niche. 5. Track down every potential source of new subscriber names. 6. Create alliances with other marketers. 7. After new subscribers are found, market other products to them. 8. Develop the operation in ways that enhance synergies.
ISSN:0012-3188