The three C's mantra went like this: make your site "sticky," give visitors a reason to come back and something to do when they get there - and they'll buy from you!
How do these three C's translate to publishing an effective e-newsletter? Stay with me for a moment...
When I walked into my neighborhood Starbucks recently I saw an attractive notice posted on the door. It read:
"Create warmth... Make a difference in someone's day." Curious, I stopped to read more: "We are seeking individuals with a passion for people and customer service..."
To my surprise, this was an ad soliciting job applicants. And it was effective. Notice there's no mention of (low) salary, (not enough) stock options or requirements to become a barista in a hectic environment.
Who wouldn't want to work at a place that valued, nay encouraged, your interest in making others happy? This is branding at its best. You want to be a member of this club, don't you?
Back to e-newsletters...
Content
As you know, the content of your e-newsletter (or ezine) should be useful and relevant to your audience. It should be presented in digestible bites, offer food for thought and prompt readers to open your publication issue after issue.
In addition, your content should make readers feel good about themselves. He or she has made a wise choice by opening your latest email. 5 minutes of reading time yielded an insight or best practice tip to use that day or tuck away for the next project... continued below.
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Cont...
Community
Here's where the voice of your e-newsletter comes into play. A
distinctive, one-to-one voice creates a sense of community. As
does clear, concise, grammatically correct writing. You want to
be a member of this club, don't you?
And if you're a regular reader, you may be contributing to it
by sending regular feedback or writing an article.
Commerce
It's a truism that you buy from people you
know and trust. If you've created an e-newsletter with Content
and Community, as described above, sales of your products or services
should flow naturally, shouldn't they?
But it doesn't always work that way. Good feelings are not enough
to prompt a purchase. Budgets and approvals stand in the way.
There has to be an immediate need.
You have to create a sense of urgency. A gotta-have-it right this
minute proposition. And this is where the three C's may not add
up properly.
Just as the three C's didn't guarantee profitable Web portables,
they won't result automatically in an e-newsletter that sells.
Starbucks has been building its brand for over 10 years. I recognized
it immediately when I read their ad - and responded positively.
It takes time, consistency and - here's where it gets tricky -
just the right juxtaposition of content, community and commerce
(or promotion) to sell through your e-newsletter.
Next week: a look at two e-newsletters that have mastered this
equation.
