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REALTOR® ASSOCIATION EXECUTIVE
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 Next Generation E-mail Newsletters by Carolyn Schwaar Associations have found a new tool to encourage members to read association communications: HTML e-mail newsletters. Looking more like print newsletters than e-mail, these e-newsletters have design, color, graphics, and special features that let you track who’s reading your association communications and who’s not. Association executives say the better looking, more functional e-mails are a hit with members and provide associations with valuable data on the success or failure of their communication efforts. Associations are shifting to HTML e-newsletters because the design, colors, and graphics make the newsletters easier and more inviting to read. HTML (hypertext markup language), the coding used to build Web pages, also infuses e-mail with much of the same functionality as Web sites. Recipients can play videos, hear audio files, and fill out and submit forms. In addition, the latest versions of mobile devices such as Blackberries and Palm Pilots can read HTML e-mails, although the recipient may see the coding, which looks like garbled text. There are pluses and minuses to HTML e-mails. Like Web sites, these e-mails fail if they distract readers with chaotic layouts, too many images, or worse--missing graphics or broken links. Too many bells and whistles in an e-mail can also slow uploading time to a crawl. Still, technology industry surveys show there’s a growing acceptance for HTML e-mail as it becomes more widely used and more effectively designed. However, the same surveys show that when given a choice, most consumers still prefer plain text e-mail. Not all members are ready for the evolution of e-mail. But Lisa Noon, communications director at the Virginia Association of Realtors®, says her members support the new format for their e-newsletter. “They like the color and the way that we can link to additional copy for each story, should they choose to read on,” she says. The South Carolina Association of Realtors® uses HTML in its weekly member e-newsletter to add graphics, a touch of color, and quick links to an otherwise text-dominated newsletter. The association also uses HTML for marketing and legislative call-to-action e-mails. South Carolina chose a vendor to format and send its e-mail in order to avoid taxing their IT resources or having to hire staff. “We were looking for a more efficient way to send out our member communications,” says Jeff Blandin, the association’s communications director. “Using a vendor to send out HTML e-mail saves the drain on our servers, and the links in the e-mail help drive traffic to our Web site.” More than a pretty package HTML e-mail newsletters are a favorite of marketing companies and retailers because they can track recipient activity. Most HTML e-mail vendors provide reports of who received your e-mail, who opened it, how long they spent reading it, and what links in the e-mail they clicked on. Other functions include the ability for the recipient to forward the e-mail to colleagues, who can then subscribe through the e-mail. Just when you thought you understood e-mail, this new format lets you expand its capability and explore new ways to communicate with members. If you’re wondering how HTML works, here’s the scoop. If you have a technology staff and a room full of e-mail servers, you can send out your own HTML e-newsletters. Otherwise you’ll need a vendor. Most vendors offer e-newsletter services online through their Web sites so there’s no software to buy or install (see “HTML E-mail Providers”). Here are a few points to keep in mind as you shop for a provider. Design Vendors often offer both easy, fill-in-the-blank online templates and services to help you custom design your HTML e-newsletter. Although fill-in-the-blank templates sound simple enough, they vary widely in complexity. The more bells and whistles you want, the more complex a template you’ll need. Take advantage of the free trial that many vendors offer. You can test-drive the design process and send e-mail to yourself before you buy. Have all of your copy and images ready before you upload them to the vendor’s Web site, and be prepared to spend a few hours filling in the blanks the first time. If your association’s e-newsletter isn’t particularly content heavy, consider using a vendor that provides content, such as ImakeNews.com or SmartBrief.com. FORMAT Vendors typically offer you the ability to send your newsletter as plain text for those members who do not have -- or choose not to use -- an HTML reader. Also, America Online requires its own unique formatting, so make sure your provider can handle all three formats: HTML, plain text, and AOL. SENDING Your vendor will offer a mailing list management feature that enables you to upload your e-mail list. Make sure the vendor can accommodate your list in any format so there are no extra steps. List management programs automatically remove duplicate e-mail addresses, keep track of opt-outs and subscriptions, and retry failed transmissions or returns. Of course, many associations reserve the right to send association-related e-mails to their members as a part of their membership, so there’s often no opting out. SECURITY Make sure your provider agrees not to use your mailing list for any other marketing purpose and uses a secure connection to distribute e-mail. Make sure the vendor backs up its systems so your templates and data won’t be lost. REPORTS Take advantage of vendor-provided reports on who received your e-mail and which links they clicked. That valuable intelligence helps you stay relevant by delivering the content members need. COST If you’ve investigated, analyzed, and compared Web development companies to design your association site, finding HTML providers will seem a familiar process. And the pricing structures will seem just as obtuse. One company may charge $50 a month for services that another values at $500. Based on REALTOR® Association Executive magazine’s research, you can expect to spend anywhere from $50 to $150 a month to send 5,000 to 15,000 e-mails. Read between the lines to spot differences among providers. Certain providers won’t charge you at all, earning money instead through advertising. But be forewarned: your e-mail newsletters will likely include advertisements or clickthrough links for products and services. Although the low price can be attractive to associations on a budget, advertisements can be a distraction for some members. SUPPORT Some providers offer your recipients technical support so that you’re not inundated with questions. Associations can also expect varying levels of training and support from vendors on using their systems. HTML E-Mail Service Providers There are countless HTML e-mail vendors, with more hanging up a shingle every day. Before you shop around, consider asking your MLS vendor or Web site developer if either offers this service. If you’re satisfied with your provider, it’s probably a safe bet that you’ll be pleased with their e-mail services. If not, or if you simply want to shop for the most economical option, all of the vendors listed here can accommodate association e-newsletters. RAE asked each vendor to provide information on service for an association that sends a monthly newsletter to 3,000 member e-mail addresses. BCentral Microsoft Features: Template and custom e-newsletters. Offers a list of e-newsletter dos and don’ts for content and format. Price: $29.95 for up to 3,000 e-mails per month. Contact: http://www.bcentral.com/products/marketing.asp or 866/223-6872 BrontoMail.com Features: Template and custom newsletters. List management allows you to send targeted messages to members based on a separate data field. Company will tabulate your e-mail surveys. Price: $150 a month to send unlimited e-mail to a 3,000-e-mail address list. Contact: http://www.BrontoMail.com or 919/806-4421 Constant Contact Features: Template and custom e-newsletters. Rents permission-based e-mail lists. Price: $50 for up to 3,000 e-mails a month Contact: http://www.constantcontact.com or support@roving.com E-maillabs.com Features: Template and custom newsletters with a wide variety of reporting and survey options. Price: Packages start at $500 for up to 10,000 e-mails a month. Contact: http://www.emaillabs.com or 866/362-4522 GotMarketing Features: Template and custom newsletters. Offers a free trial in which you can send as many campaigns as you want to up to 12 different e-mail addresses. Price: $40 for 3,000 e-mails a month, or pay as you go at $0.05 per e-mail. Contact: http://www.gotmarketing.com ImakeNews.com Features: Template and custom newsletters. For every e-newsletter, they create and host a companion Web site to house e-mail newsletter content Price: Service plans start at $199 per month for up to 10,000 e-mails. Contact: http://www.imakenews.com or 617/964-4400 MyMailOut.com Features: HTML e-mail with text-only option. Offers advice on how to obtain and use members’ e-mail addresses with permission. Price: $29.95 for up to 10,000 e-mails a month or 10 cents per e-mail; $5 set-up fee per mailing. Contact: http://www.mymailout.com or 877-260-6009 Smartbrief.com Features: Template and custom e-newsletters that include custom and wire news on any topic. Price: Free to associations. Smartbrief sells and profits from all advertising. Contact: http://www.smartbrief.com or 202/737-5500 Send feedback on this article. |
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