Everyone puts out an e-newsletter these days. I’m getting more calls from companies who want someone to either write articles or oversee the project from start to finish. Which led me to a simple question — what types of product newsletters are companies putting out these days? You know, your typical company that manufactures instrumentation or software or that esoteric widget.
I started going to companies’ Web sites I found in ads or from Google searches. I looked forward to receiving these newsletters and was hoping to share a few spiffy examples with you.
Alas, none have yet arrived. But while I was doing this research, I found many companies have a basic problem and it isn’t poor content. If my experience is any example, companies are turning away readers because they make it too hard to subscribe.
What are a few of the subscription turn-offs?
>> TEDIOUS SUBSCRIPTION FORMS
Just how much information does a company manufacturing widgets really need in order to send a quarterly product newsletter to a prospect? I filled out subscription forms with at least a half-dozen or more required fields, including job function, marketing budget, and whether I was ready to buy.
In an effort to pre-qualify people, companies are more likely sending them away. Who wants to give out personal information to an unknown company?
TIP: According to sales lead expert, Mac McIntosh (who also happens to be my good friend and colleague), your newsletter subscription form should be similar to a first date, not a marriage proposal.
Keep your subscription process simple by requiring only basic information: name, e-mail address, and perhaps a job title or company name. (Also, don’t forget to ask how they found you!)
Then use your newsletter to deliver targeted offers that allow you to better qualify prospects and move them along the sales cycle.
>> FORMS THAT DON’T WORK
Your prospect spends a good minute or so filling out your form (an eternity on the Internet), hits “Submit” and gets . . . an error message.
Because I’m a stick-to-it kind of gal, when this happened I filled out the form and tried again. After the second error message, I gave up. If I had been your prospect, you just lost me forever.
(This wasn’t a one-time thing. I was surprised at the number of error messages I received.)
TIP: Step into your subscriber’s shoes by testing your form from your home computer. If it doesn’t work, get it fixed, immediately. Then check it regularly.
>> HIDDEN SUBSCRIPTION FORMS
What is the easiest way to increase newsletter readership? Make your subscription form easy to find! Don’t hide it two or three layers deep under “Contact Us,” “Corporate Information,” or “Press Room.”
TIP: According to Dr. Ralph Wilson, publisher of the e-newsletter, “Web Marketing Today,” putting your subscription form on your home page will easily increase readership. In fact, he advocates putting your form on all your Web pages!
>> ALL FORM, NO SUBSTANCE
This one is my favorite: the Web site that provided upbeat copy for a newsletter and after I subscribed, told me the newsletter wasn’t ready for publication (and with no publication date, either.)
TIP: This is the equivalent of those “Under Construction” signs you see on Web sites. Don’t do it. Either have a publication in hand or hold off announcing it until you do.
Do you have good examples of B-to-B marketing newsletters from manufacturing or industrial companies? Send them to me at mailto:dhuff@dhcommunications.com.
Sources:
Mac McIntosh: www.salesleadexperts.com
Dr. Ralph Wilson: www.wilsonweb.com
Dianna Huff specializes in results-oriented B-to-B marketing writing.
For your free “Top Ten Marketing Writing Mistakes” list and a complimentary
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go to http://www.dhcommunications.com/resources.htm.
