The key message that I would use when introducing the e-newsletter in order to entice subscribers to read through it is the creation of a story that will keep the reader informed on the product and services of the organization (Ashley, 2011). In coming up with stories that are in line with the products of the organization the message can be a single teaser or a series of stories that will make the reader read through the newsletter (Goodman, 2012). Secondly, in coming up with the message in the e-newsletter, I would make sure the message is mysterious that gives enough information that will pique readers interest and get them to take action (Goodman, 2012). Other messages that I will include in the e-newsletter that will entice the subscribers to read through the e-newsletter will be helpful tips and ideas, reminders on products and discounts that will be accessed by subscribers exclusively (Lanz, 2010).
The follow-up message should contain a personalized message that gives the subscriber the impression that the organization knows them at a personal level. Additionally, the follow-up email should state a unique discount code so as to drive sales of a brand to the customer who has made the commitment to engage further with the company (Ting, 2012). Additionally, apart from the discounts for the subscribers, the follow-up emails will include what the subscribers will expect from you as well as how they will benefit from staying subscribed (Stebner, 2017). Furthermore, the follow-up email will include the call for action segment. This will be at the end of each item and story in the email. This is to encourage the subscribers to take action such as make a call for more inquiries, fill a form send a mail. This should be made clear in the follow-up email so as the subscribers know where and how to do it (Stebner, 2017).
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References
Ashley, C., Noble, S. M., Donthu, N., & Lemon, K. N. (2011). Why customers won't relate: Obstacles to relationship marketing engagement. Journal of Business Research , 64 (7), 749-756.
Goodman, G. F. (2012). Engagement marketing: how small business wins in a socially connected world . John Wiley & Sons.
Lanz, L. H., & Fischhof, B. W. (2010). Introducing the newest member of your hotel marketing team: The social media manager. HVS International Journal , 1-3.
Stebner, S., Baker, L. M., Peterson, H. H., & Boyer, C. R. (2017). Marketing with more: An in-depth look at relationship marketing with new media in the green industry. Journal of Applied Communications , 101 (2), 2.
Ting, Y. S. (2012). E-Newsletter as a marketing tool for hospitality and travel firms to retain customers. African Journal of Business Management , 6 (12), 4551-4558.
