Destination Email Inbox

Get more ink, get more exposure for your company, products and services with Public Relations writing services by Finkelstein. Successful businesses vying for market share send consistent messages to their clients and prospects. The same should be true with your PR. Gain added credibility by being featured by your targeted media outlets. Supplement your advertising with PR that projects the same message, gets you quoted, and makes you an “expert” source for your field.

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Destination Email Inbox

Getting your email newsletter into your prospects' inboxes, much less read, is no longer as easy as it once was. Prospects are getting more sophisticated about email. They are getting inundated with spam, and many know how to filter out what they don't want to receive.

So it's up to you to email them something that they want to read.

Here are a few pointers on how to accomplish that:

· Keep your email newsletter informative. Its main purpose is to build awareness and credibility. If it generates sales, so much the better, but that is a secondary function. If you focus on providing information that is of interest and valuable to your prospects, something that would help their businesses, the better your chances that it makes it to their inboxes.

· Keep your email message brief. Confine it to one topic and make sure it is easy to read. The easier it is to read, the more it will be read.

· Keep your topics consistent. You will be using your email to establish credibility, so you want to concentrate on topics that only have to do with your business and helps theirs.

· Keep your newsletters in one "voice." Use one writer (yourself, one member of your staff, etc.) for all your email newsletters. When you use multiple writers, you will project at the very least, slightly different points of view. This could affect your newsletter's credibility.

· Keep your newsletters timely. Arrange your topics in a logical order that makes sense to your prospects. For instance, if you are providing information about how to deal with a summer sales slump, send it in late spring. And if your topic is about trade shows, you probably want to release it in the fall when trade shows are going full steam.

· Plan six months worth of topics, and publish your newsletter at least every other week. The frequency will create awareness among your prospects. Proper planning will enable you to publish worthwhile topics and achieve the credibility you want to establish with your prospects.

Getting Prospects To Subscribe

There are a few basic ways to get people to subscribe to your email newsletter:

· Post your newsletter on your website and include an easy-to-fill-out subscription notice on all of your web pages.

· Of course, if you want people to subscribe from your website, you need them to visit it, so include your website address on all your correspondence. The more people you get to visit your site, the more people you get to subscribe.

· Find applicable websites that host or post email newsletters and get your information included on those sites.

Finally, when actually sending out your newsletter, don't forget to include a notice in each one that instructs prospects how to unsubscribe. Be attentive to their changing needs. Their job descriptions may change, and they may no longer need or want to receive your newsletter. Who knows, this little courtesy could make them more willing to pass subscription information on to another prospect for you.