How Are They Receiving Your eNewsletters?

In the enewsletters we produce there is a note at the top that says
"If you can't see the images below click here." Those who do so will be able to read the text even though they cannot get the graphics.

Why don't they get the graphics? It may because they are receiving their email on a Blackberry. It may also be that they use Google gmail which will be text-only unless the users ask to show graphics. Whatever the reason, we note, when we do tracking of enewsletters, that the use of this text-only option is increasing.

In addition to having the text option link to deal with this situation, there is a design issue here. Enewsletters can be designed so that, even if the recipient can't see graphics, the letter will still be readable.

Whoever said that producing enewsletters is easy? It is really complex. To get the most out of them there is a lot to know and we have that experience.

Prescott "Pete" Lustig
Senior Marketing Strategist


New Year - New Medium

In 2005 you may have become aware of enewsletters as a possible medium to advance your enterprise. You may have been thinking, "Yes, we ought to give more thought to using this medium." But thoughts such as that have a way of disappearing into thin air after a week or more goes by.

So, here is a reminder - a wake up call to get serious about getting an enewsletter program going.

There are those that we have called on and to whom we presented the enewsletter story. Most of you said you saw value in it and would "think about it." OK, now is the time to turn thinking into action. If your organization is on a calendar year for budgeting, this is the time that there is money on hand to apply to a new program for growth of your enterprise.

It won't be hard. We do all the work for you. So, give us a call, won't you?

Prescott "Pete" Lustig
Senior Marketing Strategist


Never Underestimate The Power of Pictures

I was recently doing a tracking report for a client and got to the part about ranking links in order of number of clicks. This client, Latin Builder's Association, has periodic social events such as golf outings and parties. Pictures taken at these events are included in their enewsletters. The most clicks, by far, were on the links that brought up the pictures. This pattern is a continuation of what was experienced in previous newsletters.

What is it about pictures that has their interest? Well, we have gone slightly mad with picture taking in the U.S. Witness the popularity of camera phones. But there is particular interest in viewing pictures of people we know.

And the greatest interest is in pictures of oneself.

So, we are certain that the popularity of the pictures link in the LBA newsletter was driven by the interest of readers in seeing if there are pictures that include them.

The message here is that those issuing enewsletters should find opportunities to include pictures of their clients and prospective clients.

Prescott "Pete" Lustig
Senior Marketing Strategist