Newsletter Printing – Reader Response Mechanisms – 5th November 2009
Without response mechanisms you cannot answer the question, “Is the newsletter working?” here’s how to get readers moving without endangering the high esteem they hold for your newsletter. “Enactment” tools include:
- Reply cards
- Order forms
- Phone numbers
- Your e-mail address
- Unique website links only listed in the newsletter
- Store hours
- Directions to your company
- Everyday discounts
- Lists of products on sale
- Coupons
- Special discounts
- Sale announcements
- Shopping list
- A “newsalog”-combination of newsletter with a catalogue
- RSVPs for special events
- Notice to pass along of forward the newsletter
- A notice to save the newsletter
- Surveys
- Suggestion forms
- Contests and drawings
- A notice of what’s in the next newsletter
You can also boost reader response by offering a free reprint of an interesting article, a free product sample or a premium. You can offer an annual index of articles, along with a form to request back issues (often appreciated by new readers). Some newsletters include contests, questions, trivia or other methods of attracting readers’ interest.
Coupons also benefit readers by saving them money. Usually, lower ticket items are more appropriate for a coupon than more expensive ones. A coupon for a free item or money off the customer’s next purchase out pulls coupons requiring an additional purchase. Always state the expiration date- sooner for low budget items, later for high-priced ones. Clearly indicate any restrictions. Inform your representative of the coupon and make sure all your regular clients receive it.
To retain the integrity of your newsletter and keep it from looking like a sales piece, the offers included should be viewed as a service to readers. You can offer informative items such as free literature, buyer’s guides, and reprints of speeches or technical papers, videos or slide presentations.
By including helpful information, you encourage readers to save the publication. When readers save your newsletter, they might even read your promotional material a second time.
