UTN
In This Issue Introduction March 2007  Issue 4 Vol 3

Recent studies show that people's use of email is growing and becoming more sophisticated. This means if we can use them correctly enewsletters are a very effective tool to build relationships with our customers. Enewsletters can also be used within a business to ensure good communication amongst staff. Read on to find out more.



Consumers still love email

DoubleClick recently released their latest Email Study. Amongst the findings:
  • Almost 55% of participants check work email from home in the evening and on weekends.
  • 48% of respondents check their personal emails at least occasionally at work during the day, with 29% doing so all the time.
  • Consumers place high value on their free email addresses because of accessibility from anywhere.
  • Almost half of respondents consider permission-based email to be spam if it comes "too frequently" or is "no longer relevant"
  • 48% check their bulk mail frequently, usually to confirm that no wanted messages have been incorrectly filtered into the folder.
  • 74% of respondents point to "a brand I know and trust" as the element most likely to drive a response to an email.


    • What can we glean from this?

  • The debate about which is the'best day to send' is muted by the fact that people frequently check all their email - work and personal.
  • It comes down to WHAT you are sending and if you are sending at the right frequency and if it is recognised.
  • 'Too frequently' guarantees deletion - maybe for all your future mails too.
  • The fact that so many people check their bulk folder means subscribers are becoming sophisticated in their filtering and knowledge of how their software works.
  • This is good news for marketers - *if* you're sending them what they want!
  • The fact that people have email addresses for years indicates that they consider it a relationship and explains why people really don't like getting email they don't want.
  • Bottom line: Your communications are a 'relationship', and can be either appreciated and acted upon, or considered abusive and 'spam'.


    • Enewsletters best to maintain customer relationships

    Based on these findings most analysts agree that enewsletters are a very effective way to maintain and develop customer relationships. Here are some reasons:
  • A relationship already exists between the sender and the receiver
  • If it is a positive relationship then the recipient will be inclined to open and read the content
  • Because the sender knows their customers they can send information that will be relevant and interesting
  • Regular communication keeps the sender top of mind amongst their customers
  • Happy customers are the ones most likely to pass on the newsletter to their friends and contacts

    • Does your business have an enewsletter?


    Newsletters can be external and internal

    Our clients use their newsletters in different ways. Some use it to build relationships with their in-house mailing list.

    For example Darren Hunter in Adelaide. “Using The Net is a fantastic way to manage your email marketing. I sent my first newsletter out to my database 2 days ago and I am very satisfied with the response received. I have even had business come to me unexpected (which has well justified the newsletter cost several times over), because of the newsletter was forwarded to others. The newsletter format looks great, it’s really functional and very easy to use” Darren Hunter

    Others use it within their own organisation - for example Aaron Parker from the Sunshine Coast. "What a fantastic system. We’ve just sent out our first company internal newsletter and can’t believe the response we’ve got. Before this, each office would email it’s weekly meeting notes and hope for the best that they would get read. We now use the system to distribute the same notes, but in newsletter form. What a difference. Not only are the notes being read, but we know by whom and how many times. Everyone now receives one email, instead of 5 different ones and they love the format. I can’t wait until we start using this for our external customers. Alex J Saunders

    What UTN customers
         are saying
    Track the results
         of your mailouts
    Sample Templates

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