In Tune, the BSO's e-newsletter for donors called to mind the groundbreaking book High Tech High Touch in which author John Naisbitt makes some ambitious predictions for technology's ability to enhance, and even replace, real-time face to face contact. Segmented e-newsletters are simple to produce and are an important first step to implementing a market of one approach to effective communication.
Reasons to produce segmented e-newsletters:
- Relatively low cost...primarily 'sweat equity.' Most content is already being produced for other publications.
- Messaging can be tailored to the interests of a smaller subset.
- Hyperlinks enable readers to make on-the-spot gifts.
- Recipients can easily opt out or, conversely, can find more information and become more engaged.
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2 comments:
While I don't think anybody wants more messages in their inboxes, I find e-newsletters are a great way to keep in the minds of your audience. I find a lot of groups use Constant Contact to great effect.
Hey phil, not blogging much?Alen keeping you bizy, I think.
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