On Track Apr. 2003

April 2003

Hi,

Gone are the marketing days with endless budgets and excess resources. When looking specifically at the management of an e-newsletter program, it's often the job of one or two people to develop compelling content on a recurring basis. As communicators look for innovative ways to be more effective, isn't it time to also become more efficient. This issue of On Track features 3 great tips to help pump up the content!

Enjoy the read!

Carolyn Gardner
President, cardcommunications

PS: Come visit us in Booth 1207 tomorrow and Wednesday at Smart City Summit!

Since content is king, today's tip focuses on leveraging existing content. Why re-invent the wheel? Look around you. Look through your web site. Perhaps you'll see the opportunity to leverage content that's buried several clicks in from your home page. Or think about the last trade show you attended. Odds are you had great collateral that was packed with interesting material? Whatever the case, and with almost total certainty, you've got quality content all around you.

You're a busy person. In fact, when was the last time you actually read an email word for word? For this reason, there's a growing trend showing people appreciate well constructed "scannable" emails that include:

meaningful sub-headings

bulleted lists

one idea per paragraph

highlighted keywords

an inverted pyramid style (start with the conclusion) and half the word count (or less) of conventional writing.


	A 2002 AOL/RoperASW report indicates: 1. Most Net users in the US prefer to do personal communication on the phone (56%) 2. However for in the workplace, most users (43%) prefer to send email for business communication.


	"Maximize Content. Minimize Stress." By Carolyn Gardner I think we all understand e-newsletters are a great way to strengthen relationships with clients and prospects. But how can you keep coming up with content that keeps readers interested? As mentioned in today's trend, you can leverage existing content, but what else can you do? How can you ensure your e-newsletter has traction coupled with best practices so it has a competitive edge over all the others in cyberspace? For three tips, read on...

Please forward this e-newsletter to friends and colleagues...