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BECAUSE WHO DOESN’T HAVE AN EMAIL ADDRESS

?

WRITTEN WRITTEN BY BY KATE KATE CARDINALI CARDINALI

W

hy is email marketing even important? Pay attention, now. Picture a large room, jam-packed with people.

When asked, “Who has a Twitter or LinkedIn account?” a few hands go up. “Who uses Facebook?” a lot of hands go

up, more than half. But when asked, “Who has an email address?” every hand in the audience goes up. Every hand.

WRITE A NEWSLETTER TO EDUCATE AND GIVE YOUR READERS INFORMATION THEY CAN USE.

100%. Want to reach clients and potential clients? Email marketing. Again, why? Marketing is often a closed-door, behind-the-scenes…sneak attack, so to speak. Consumers are lured in. It’s important for you to use a different path. An amazing thing about email marketing is that it creates an absolutely vital marketing tool: inbound

marketing delivers 54% more leads than traditional methods.

STRATEGY Write a newsletter to educate and give your readers information they can use. Also note that sharing personal stories about staff and production are also great angles of distributing information. Brainstorm a running list for all of the topics you want to cover over a 3-6 month period. You will then have a focus of the information that you need to gather to reach deadlines. Here is a short list of topics you can have a whole newsletter focused on: recipes, pictures of cocktails, feature photos that your followers tagged you in on Instagram, recent awards or write ups in the media. (Just get your creative juices flowing!) You know best what the focus of your brand is; share that with your followers. Equally important, however, is that your company’s newsletters are executed properly – and drive readers from social media sites and inboxes to your website. So how do you do that? Read on…

Much like distilling a great product, e-newsletters only work if you follow a specific recipe:

1) CATCHY SUBJECT LINE: 3 – 8 words. Never more than 8. Short, enticing subject lines, ie: Cover Your…Assess Your Spending.

2) ENTICING INTRO: Inside the body of the newsletter: Set your intro at 25 words, the sweet spot. Tease them, and then give them a link to your site where they can read the rest of the story. The intro should grab your attention, inform, and entice them, so that they’ll…

3) CLICK HERE: Click the link to your site. The catchy subject, the enticing intro…all leads to bringing your readers away from your email and to your website. Include the proper links so this happens.

WWW.ARTISANSPIRITMAG.COM 85

Profile for Artisan Spirit Magazine

Artisan Spirit: Summer 2015  

The magazine for craft distillers and their fans.

Artisan Spirit: Summer 2015  

The magazine for craft distillers and their fans.

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