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| Summary:
Deciding to read a new eNewsletter is very much
like deciding to continue to listen to a new music
CD. The choice for both is impacted by the user's
perception and both of them require that you always
put out your best. |
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What Does Your
New CD Have In Common With Your New eNewsletter?
In my relentless pursuit of perception, yes perception
(not perfection since perfection is constantly in flux with
perception) we track and measure and think about how our client's
clients perceive their eNewsletters.
The
thought above permeates all I do, professionally and personally.
It never goes away; I think this comes with the "I love
what I do" territory. Some might call it my obsession.
A few days ago I bought a new music CD and the purchase decision
spiked a mental comparison between the purchase of a music CD
and the subscription to a new eNewsletter.
You may say "what does your new CD have to do with subscribing
to an eNewsletter?" Well, let me try and explain how I
perceive the situation.
Comparable Commitments
Buying a new music CD from any artist requires commitment, time
and money to the tune of 15 bucks. Buying into a new eNewsletter
requires commitment in the form of exchanging personal information
at the subscription point, time in that spent reading at least
the first issue to see if you want to stay committed and money,
well this depends on how you see money. If you see dollars as
papers with past presidents faces this may not relate. But,
if you see money as time you can spend reading something that
may make or save you money - then you may relate.
Perceptions Lead To Commitments
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Unwrapping
that new CD is like receiving an eNewsletter for the first
time. The first thing you are going to do is go through
it from end-to-end or scroll top-to-bottom. Check out
every page of the CD insert. Likewise, you check out every
page of the eNewsletter. When you are done, immediately
after comes perception. Did you like the look and feel
of the item? Is it what you expected or not?
Playing the new CD is like reading the new eNewsletter.
Let's see what they have to say. Sounds good, smart, interesting,
easy to go through. What? I don't like this; this may
take some time to get used to. Well I'm committed, might
as well give it a chance. Hey, that's cool, forward on. |
Is your perception about the medium changed? Did it get better?
Do you look forward to the next issue or do you "remove"
it from your play list?
So you decide to keep it partly because some of it is good,
some it is growing on you and some of it you just skip through.
Just as in listening to a new CD for the first time, people
will give your eNewsletter a chance and then decide to stay
(continue listening) or unsubscribe (tossed in the pile of old
CD's).
Obsessed? Let me Know
This is what I think our client's clients are thinking about
our client's eNewsletter programs. More importantly, what do
you think? Reply.
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As
always, we are here to help. If you are interested
in starting or improving on your eNewsletter program
contact
us.
Marcos J. Menendez
President
Loop Consulting Group, LLC
mmenendez@loopconsulting.com |
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Congratulations!
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Daily
Bread Food Bank, South Florida's largest food bank,
is a not-for-profit organization that empowers other South
Florida not-for-profit organizations to feed needy people
and improve their lives. With the help of Loop
Consulting Group they have successfully launched
their new eNewsletter program named "Power Outreach
Purpose" POP for short. View their inaugural
issue. |
Below is a testimonial from the Daily Bread Food Bank, Executive
Director, Judith Gatti on their inaugural eNewsletter issue:
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Marcos,
I just opened our first issue of POP
- Power Outreach Purpose and I could
not be happier! I so much appreciate
your patience and everyone's hard work
on behalf of our most simple of mission's
- feeding those in need.
I cannot recall exactly how we decided
on the concept for POP, however, the
seamless transition from the eNewsletter
to the website is PERFECT! Had I had
the ability to articulate what I wanted
from the beginning - this would have
been it!
I have already gotten several positive
comments from friends of the food bank!
I'll keep you posted.
Again, thank you so much for making
this happen!
Kindest regards,
Judith Gatti
Executive Director
Daily Bread Food Bank |
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Loop Consulting Group helps businesses use
eNewsletters to achieve their marketing, sales and communications
goals successfully.
Loop Consulting Group
9485 S.W. 72nd St.
Suite A-204
Miami FL. 33173
P. 305.271.9915
F. 514.510.7384
Blog: http://www.loopconsulting.com/blog/
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