Publisher Style Newsletter

The one guaranteed way to beat email inbox clutter and get noticed by your target audience is by delivering relevant, engaging content that is worth looking for.  To do that you need to take on the mindset of a publisher, concern yourself primarily with reader engagement, concentrate purely on what they want to read about not what you want to say about your brand.

If you craft something genuinely interesting or informative or entertaining, if you’re delivering something with a real utility value for your audience, that’s when you start to elevate yourself from the rest of the shouting sales messages in the inbox and that’s when you can cash in with your sell messaging.

Canon Australia’s “In Focus” newsletter demonstrates this principle, a completely content driven piece refined by a sound understanding of the audience it serves.  As the backbone of the Canon Australia lifecycle marketing program, In Focus plays a role in acquiring new subscribers, converting them to customers, and keeping current customers engaged.