Every one of your customers is different. You already know that because you spent the time and effort to get to know them through the sales cycle. So, treat them as individuals.
Offer options in the way they receive your newsletter. Let them select the format. Most email programs allow sending both HTML/graphical emails and plain text messages.
Make it easy for them to stop receiving the newsletter. Include an unsubscribe link and honor it immediately. Different email packages provide different options for setting user preferences. Explore the options available in the email system you are using and, if possible, allow your customers to manage their own accounts. |
Scott Koegler |
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