Contents: Marketing With Newsletters

Introduction: PUT YOUR NEWSLETTER DOLLARS TO WORK

Chapter 1: MAKING YOUR NEWSLETTER “HAPPY MAIL”
Newsletters Invite Action
Two Signs of Success
How Newsletters Sell
Name: The Introduction
Enticement: The First Impression
Written Words: The Content Makes the Sale
Types of Newsletter Content
Sell: Generating the Desired Response
Reap Maximum Benefit Through Your Response

Chapter 2: JUMP START WITH A MARKETING PLAN
Set Performance Goals
What Every Editor Must Know
Determining Your Promotional Level
How Well Do Readers Know You?
What You’re Promoting
How Long It Takes to Close a Sale
Why People Buy from You
Types of Marketing Newsletters
Add Impact with Inserts
Part of Long-Term Marketing
Good & Bad Times to Mail
Frequency: How Often Should You Mail?
When to Use Special Editions
Editorial Calendar Coordinates Other Promotions

Chapter 3: STRETCHING YOUR BUDGET & FINDING HELP
Keep the Promotional Pulse Pounding
Support From Within Your Organization
The Benefits of Doing Your Own Newsletter
Advantages of Finding People to Do It for You
Where to Find Talented Help
Finding In-Kind Service Donations
Tips for Recruiting, Keeping & Motivating Volunteers
Costs to Consider
How to Cut Any Budget by 25%
Selling Ads in Your Newsletter
Finding Deep-Pocketed Sponsors
What About Charging Subscription Fees?
Quick & Easy Designs for Small Budgets
Little-Known Secrets of Shorter Newsletters
Effects of Frequency & Length on Your Budget
Getting It Out on Time
Scheduling Your Newsletter
Tips for Staying on Schedule

Chapter 4: PINPOINTING READERS’ INTERESTS
Find Those in the Know
Creating a Sign-Up Card
Why the Pros Survey Fewer People
How to Conduct Your Survey
Questions that Solicit Usable Answers
Every Question Has a Goal
Convert a Readership Survey to a Marketing Survey
Determining the Promotional Level of Your Newsletter
The Best Way to Survey
Tips for Increasing Your Response Rate
Using Results for Improved Promotions

Chapter 5: MAILING LIST MAGIC
Creating Your “House” List
Dazzling Databases
Assigning Codes to Prospects
Finding Targeted Mailing Lists
Questions to Ask When Working with a Broker
Free Ways to Reach More People
Saving Money by Pruning Your List

Chapter 6: SIX TYPES OF NEWSLETTER CONTENT
Balance Promotion with News
Touting Your Products
Let Your Customers Sell for You
Providing Support for Customers
Including Your Organization’s News
Grab Readers with Industry Summaries
Reader Response Mechanisms
Structure & Time Savings with Standing Columns
Theme Issues
Do You Need Multiple Newsletters?
How It All Comes Together

Chapter 7: NAMING YOUR NEWSLETTER
Noteworthy Names
Tips for Taglines
Examples of Great Names & Taglines
Newsworthy Words
Powerful Sales Words
The Danger of Ignoring This Chapter
Seeking Help from Masterminds

Chapter 8: COPYRIGHT: WHAT EVERY PUBLISHER SHOULD KNOW
What Copyright Law Is
Fair Usage Laws — How Much Is Safe?
What Is Public Domain?
How to Track Down Copyright Owners
Requesting Reprint Permission
Asking for Forgiveness Rather Than Permission
Copyrighting Your Own Publication
ISSN Numbers & the Internet
Libel & Other Dangerous Content

Chapter 9: WHERE TO FIND GREAT CONTENT FAST
Draw a Research Map
Researching Online
Using Magazines, Newspapers & Journals
Reprinting Articles from Other Sources
Syndicated Newsletters Save Time & Money
Readers Send in the Content
The Idea File Saves Back-Tracking
Government Property & Other Information
Secrets to Successful Interviews
Before: Preparing for the Interview
During: Listen, Listen, Listen
After: Work While It’s Fresh
Sifting with a Promotional Screen
The Art of Rattling
Creativity Warm-Up

Chapter 10: WRITING NEWSLETTER COPY THAT SINGS
The Most Important Writing You Do
Start with the Desired Response
Headlines Bring Your News to Life
Kickers Jump Start Headlines
Decks as Headline Extenders
Subheads Net in Skimmers
Captions Draw from Photo Appeal
Magnetize the Eyes with Pull Quotes
Teasing Readers to Open Your Newsletter
Guiding Readers to the Reply Card
Subjects That Attract Attention
Writing in Lean, Mean Newsletter Style
Straight News Reporting
Features Show Your Products & Services in Action
Writing Lively Editorials
How to Write Elevating Leads
Check for “You” Versus “We”
Writing is the Launchpad to Design

Chapter 11: THE SALES JOB OF EACH DESIGN ELEMENT
Design for Rapid Recognition
Size—Muscling Through the Mail Stack
Please Don’t Staple
Mailing Areas That Say “Read Me”
Nameplate — The Foundation of Your Newsletter’s Design
Nameplate Design Tips
Image: Quick Communication Continues
Paper—The Right Touch
Off with Flying Colors
Create “Points of Entry” with Color
Photographs Provide Instant Communication
Soft Line Drawings
Sum Up Numbers with Charts & Graphs
Cartoons Show the Lighter Side
Clip Art & Custom Illustrations
Make Reading a Breeze
Type—Increase Your Readers’ Endurance
Image of Type
Selecting Headline Typefaces
Number of Columns Determines Reading Pace
Jury’s Out on Justification
Pulling It Together in the Page Design
Design Folios for Pass-Along Readership
Drop Caps or Initial Caps
End of the Line
Encourage Saving & Sharing
“Route to” Boxes Spark the Sharing Spirit
Readers Seek Out Masthead
Sneaking in Your Phone Number
Boomerang Reply Cards
Make Your Own Ads
Hear the “Snip, Snip” of Coupon Clippers
Your Response to the Responses
Till We Meet Again

Chapter 12: “ZONE” THE PRIME LAYOUT REAL ESTATE
Publication & Page Pyramids
Page Pyramids: How Readers’ Eyes Work with Your Page
Selling with “First Glance” Appeal
Front-Page Strategies
Back-Page Designs for Prodigal Readers
Left-Page, Right-Page Strategies
People Don’t Read, They Skim
Target Your Audience with Visuals
Effective Placement of Headlines
Dynamic Graphics Bring Traffic to a Halt
Static Boxes & Rules
How Shapes Affect the Layout
Balance Movement with Stability
Squeezing or Expanding to Fit
The Last Stop on the Tour
Top Quality Through Proofreading
Your Own Evaluation
Follow Up on Each Issue

Chapter 13: FABULOUS FAX NEWSLETTERS
Up-to-the-Minute News by Fax
Creating Excitement with Special Fax Editions
Building Your Mailing List by Fax
Offering a Library Through a Fax-on-Demand System
Speedy Transmission with Fax-Friendly Designs
Introducing Your Fax with a Cover Sheet
Setting Up Your Database
Will You Set Up an In-House System?
A Few Cautionary Notes

Chapter 14: DESIGNING KNOCKOUT WEB-SITE NEWS
The Internet Has That “Newsletter Feeling”
Good Web Sites Contain Marketing-Style News
Affordable for All Marketers
Finding a Good Internet Service Provider
Using Publishing Software for Web Pages
Developing Your Web Marketing Strategy
Designing for the Screen
Thinking Like an Indexer
Designing for Light, Not Paper
Logical Setup of Links & Page Designs
Web Sites as Libraries for Your Back Issues
Publicizing Your Web Site in Your Newsletter

MEET THE EXPERTS: THE NEWSLETTER FORUM
10 Steps to a High-Class Image, by Polly Pattison
15 Design Tips for Creating a Contemporary Newsletter, by Ronnie Lipton
Keys to Dynamic Newsletters for Nonprofit Organizations, by David Gustafson
Tips, Tricks & Techniques to Make People Want to Read Your Association Newsletter, by David Gustafson
Create a Targeted Small Business Advertising Tool, by Terri Lonier
10 Steps to Better Newsletters for Consultants & Speakers, by Roger C. Parker
E-Mail Newsletters are Fast, Friendly, Flexible, by Sarah Stambler

Appendix: RESOURCES
INDEX