On Track May 2003

May 2003

Hi,

Does this scenario sound familiar? You've got the green light to start up a monthly e-newsletter and content for the first issue looks great! You've even got ideas brewing for the second and third issues. But then it happens. You get stumped. I hear this over and over again and for that reason I'm thrilled to introduce Ross Laver as a regular contributor to "On Track". Ross is a writer extraordinaire and he will share his expertise in "Ask a Writer" - our new monthly column.

Enjoy the read!

Carolyn Gardner
President, cardcommunications

PS: In the public sector? Click and print your complimentary e-ticket now and come see us in Booth #45 on Thursday, June 5th at Marcom 2003

Last month's issue of "On Track" focused on the ever-present challenge of developing compelling content for your e-newsletter. Fortunately, one of the best sources of content is close at hand - your own customers. Case studies and success stories are classic examples of win-win marketing. You win because they present your company in a favorable light, and your audience wins because, by discovering how someone else solved a problem, they gain valuable information and insight. For one lively example, check out this month's featured case study.

Have you noticed that more and more emails contain a header indicating why you're receiving the email? For example, it might say: "You are receiving this email because you opted-in to receive news, tips and trends from cardcommunications" or "You are receiving this email because you are client of cardcommunications". This inclusion of a header is a growing trend and the rationale is simple. We are surrounded by great e-subscription opportunities everywhere we go so being reminded that you did in fact sign up is sometimes not such a bad thing!


	On average, emailing a company's own list costs own $1 per sale, according to Forrester. Sending junk paper mail costs $20 per sale. According to a Forbes.com article, the average pass-along rate for email is 2.5%.

Q: One of my duties is to profile an employee every month for our newsletter. The last one was disappointing - the employee talked on about her work but revealed little about herself, so the story ended up like a c.v. I plan to do another soon and would like some ideas on what questions to ask to make the story interesting and the writing less painful. - C.L.

A: Interviewing is really an art, not a science, so it's impossible to come up with an all-purpose set of questions from which you can generate a compelling profile. However, there are some tried and true techniques that can help you structure your interviews and ensure that your profiles come alive. For three tips, read on...


	Farm Boy Gains a Competitive Edge As a niche player in a fiercely competitive industry. Farm boy Inc. prides itself on finding innovative ways to connect with its customers. While some of its rivals in the Eastern Ontario retail grocery trade are forced to resort to loss-leader pricing to lure shoppers to their stores, Farm Boy nurtures customer loyalty through personal service, quality private-label products and community involvement. Read more...

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