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THE NEWSLETTER

Adriana Galgano is an Ottantaventi senior partner, instructor in Italy and abroad for companies of National and International importance. 

Eugenio La Mesa is Chief Executive Officer (CEO) of SALESWARE - email marketing software, and Chief Technology Officer of PUBLISOFT, the company that won the Microsoft Italy prize in 1997 for the most strategic Internet solution.

They are co-authors of the book “Selling and buying on the Internet” published by Sperling &  Kupfer and of the Email Marketing column on the Microsoft website and on the marketing magazine MKT7.

A newsletter is an electronic mail message that is sent periodically and free of charge to those who have asked for it and which contains up to date information on subjects that interest them.

A newsletter is a useful tool for transforming prospects into customers and for building loyalty among current customers. It can be used to communicate marketing news, such as promotions, price changes, new products, participation in trade fairs or in-depth information and editorials.

A newsletter can contain links to the company web site, and thus it can be a powerful means of increasing and maintaining traffic on the web site. Normally one subscribes to a newsletter by completing a subscription form (web form) on the company web site, but every contact with current customers or prospects can be used to subscribe them.

There are different ways to offer your own newsletter subscription:

Opt-In (Permission Marketing) 
The Opt-In procedure, a feature of Permission Marketing, requires that the interested party subscribe to the newsletter by giving their consent to receive future messages.

Confirmed Opt-In 
This is like Opt-In, but the subscriber also receives an email message confirming the subscription.

Double Opt-In 
The person who subscribes receives an email message to which the new subscriber must reply to complete the subscription action. This procedure assures maximum respect for privacy, but in general it is not recommended, because most users do not complete the operation.

Opt-Out 
Users are subscribed without their knowledge and without giving explicit consent. They receive an email message containing instructions for unsubscribing if necessary. This procedure is considered spamming according to Netiquette.

To increase the effectiveness of the newsletter, it is important to: 

• Draw up a publishing plan and then follow it. 
  
• Draw up a standard layout for the message to be used each time.
  
• Always indicate clearly and simply how the subscriber can unsubscribe.
  
• At the time of subscription, ask about subjects of interest, to be able to send the subscribers only the information they want (precision email marketing).

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