HTML E-Newsletters: Outsourcing versus "Doing it Yourself"


	Companies such as ImakeNews and Constant Contact have made it easy for small and large businesses alike to produce professional looking HTML newsletters. However, despite the advantages these companies offer, using these services to produce your e-newsletter can have its disadvantages. If you're thinking about starting an e-newsletter and are wondering if you should use a hosting company and its templates or have your newsletter custom designed, the following "pros and cons" discussion will help you determine which is best for you. Using Templates Using an e-newsletter company is convenient and cost effective. Everything you need is in one place, including technical help. With your e-newsletter package, you get automated list management and detailed reporting. And most importantly, you get easy-to-use templates, which, allow you to put together a professional looking newsletter – an important consideration if you know nothing about design and/or HTML. Yet, the problem with templates is they don't allow you to stand out from the crowd because they all look the same. Think about the tri-fold brochures you've seen – the ones you can buy pre-printed with graphics or generic photographs from the office supply store. They look canned to all but the most inexperienced clients. It's the same with canned e-newsletters: using someone else's template means you aren't building your brand nor showing what makes you one of a kind. The other disadvantage is you are also advertising for the e-newsletter companies. How so? Almost all will include their prominent logos at the bottom of your newsletter. Custom Design A custom designed HTML newsletter is one of the best ways to showcase your brand and stand out from the crowd. Your company will look polished and well established – and your unique look will keep you top of mind with customers and prospects. To achieve best results, work with a reputable designer who has a good understanding of design and technology. Depending on your skill set and budget, your designer can provide you with a template where you drop in new copy and graphics each issue, or he or she can do it for you. If you decide you want to do your own "layout" each month, talk to your designer upfront about your requirements. Do you use Dreamweaver or FrontPage? Do you have a basic understanding of HTML or are you just starting out? The one major drawback with doing a custom designed newsletter is the cost. You will have to pay upfront to have your designer design a unique HTML template with your logo, branding, colors, etc. And, if you don't know how to incorporate text or graphics into your new template, or if you simply don't want to, you'll have to pay your designer to do this for you each month. When considering prospective designers, ask if they provide turnkey (or complete) newsletter services. Some desiners can provide an entire package, from branding consulting and design to automated list management and reporting functions, while others may only provide design. Publishing an e-newsletter on a regular basis is an excellent method for keeping in touch with customers and prospects. When considering outsourcing versus doing it in-house, shop around and keep in mind the best fit for your business. Have a spooky Halloween! Linda E. ______________________________________ Enrico Design will help make your next communications project meaningful to your audience, project your values and ensure your company makes a lasting impression. To see how we've done this for other clients, visit http://www.enricodesign.com/, call 781-631-2520 or contact us by e-mail. ______________________________________ Feel free to forward this newsletter to friends or colleagues who might find it useful. Thank you! If this newsletter was forwarded to you, you can subscribe to it here. ______________________________________ We respect your privacy. Your name is not sold, rented, or given to anyone. You have received this newsletter because you requested it, you're a client, supplier or friend. To be automatically removed from this mailing list, please send a blank e-mail message to: leave-clients-suppliers-friends@zip.netatlantic.com Feel free to contact us for help incorporating these ideas into your marketing communications projects and publications.