Every now and then a subscriber will ask how I create my newsletter.
Fortunately, this request is done in conjunction with a complement
I humbly accept. So, I decided to dedicate an entire issue
to the creation of an HTML (web page looking) ezine. This won't
serve as the only technical guide you will ever need to read
to create stunning HTML newsletters but, I hope it will serve
as a mid-level introduction to the ins and outs of this powerful
tool.
It is my hope that past issues extolling the virtues of an online
newsletter or ezine as one of the crucial marketing tools has
already convinced you to pursue this vehicle - today's lesson,
then, will show you how to get the most from your ezine.
What is an HTML Newsletter?
An HTML Newsletter is a newsletter delivered via email that
looks very much like a web page. The reason for this is very
simple - it's created using the same code language, HTML, as
a web page.
The obvious advantage of this format over text is a stylish
presentation. Of course, you know I'm not one to get too hung
up on style alone. This presentation has proven over and over
again to deliver much greater results in terms of readership,
comprehension, interest and, ultimately, sales and clients.
How Do Your Create Them?
There really are two components to an HTML email newsletter.
One is the designed page and the other is distribution of the
page as email. You can create the pages yourself and use a distribution
service (that is what I do) or you can use one of the many all-in-one
email newsletter services that use templates and distribute your
email for you.
The pros of doing it yourself are that you get the most custom
look possible and it is generally much less expensive. The
benefit of using a service is that you don't need to know how
to create an HTML page. You simply fill in templates. For this
reason the services are more expensive.
Creating an HTML newsletter is not really that difficult. (Obviously
you've got to have something to say but for this lesson I'm concentrating
on form alone.) If you already know how to create a web page
and can use web page creation programs such as Microsoft FrontPage
or Dreamweaver or HomeSite you are 90% home.
To create an HTML newsletter you simply create a web page and
then upload the code from that page to your distribution service.
Some crucial tips:
If you already know how to create HTML pages you should be aware
of some unique aspects of creating HTML to deliver via email.
(If you use a service, most of these tips will be built in.)
Width - Keep the width of your newsletter, contained in a table
and no more than 600 pixels wide - You want to make sure that
your email shows up in the email window of the recipient
Image links - If you use images, and you probably should, make
sure that you use absolute links to the images as opposed to
relative links. In traditional web page design and image link
may be something like .../images/bob.jpg. This is fine when you
are getting the image on your server. When you send out an email
the recipient needs the entire path, more like http://www.yoursite/images/bob.jpg.
How Do You Distribute Them?
I use a service called AWeber - http://www.aweber.com/?204167
and it's the only one I can recommend. I have tried others but
nobody comes close to what AWeber provides. AWeber also hates
spammers so they do everything they can to make sure that their
clients get their email through.
AWeber hosts my mailing list and sends my email newsletter out.
Each week I upload the HTML code to my list and AWeber sends
the mail out. You can buy software that can do this but once
your list grows over 100 people it is far better to use a hosted
solution to distribute your email.
AWeber also checks my newsletter to make sure that I haven't
inadvertently used phrases that get my email kicked to the spam
filter.
Text and HTML formats
Unfortunately, HTML email is used very heavily by spammers so
HTML only newsletters come with a pretty hefty spam score no
matter what the content is. I find that if I load a text message
along with my HTML message my email scores much lower. The text
email also then is received by people who choose to disable HTML
email.
I then also make it a habit of uploading my newsletter to a
newsletter archive on my web site. This way those who only get
the text version can visit the web site and my web site benefits
from a new page of content.
Here are some turn-key solutions that might may sense for you.
Constant Contact - http://www.constantcontact.com/index.jsp
Cooler Email - http://www.cooleremail.com/index.ice
Double Click- http://www.doubleclick.com/us/
Exact Target - http://email.exacttarget.com/
Email Labs - http://www.emaillabs.com/
John Jantsch is a marketing coach and author of http://www.ReferralFlood.com
and http://www.BlogLightning.com
ConnectionsPlanet.com