Email Newsletters are growing in popularity. Why? Because
companies of all sizes know that offering value to their
customers in the form of information is the best way to
initiate, develop and solidify relationships. Whatever the
size of your company, an email newsletter can help you
capitalize on your most valuable asset - your existing
customers, and visitors who requested information from you.
(Take a look at the case study to the right.)
So, what's the secret to preventing recipients from
un-subscribing, hitting the delete key, or printing your
newsletter and using it to line the cage of their pet
parakeet? The answer is to keep your newsletter interesting
and informative. Give your readers something unique. They
will keep reading and even pass your newsletter along to
To create a good newsletter, you first need to know your
target audience. Who are your most important customers,
clients or prospects, and why? What is important to them?
- Research your industry and your competition to
help you understand what your customers are looking
- Ask your customers about their interests and
what other publications they read.
- Subscribe to your competitor's newsletters and
other newsletters featuring similar topics.
Extra, Extra, Read All About It!
Your newsletter needs to be much more than self-serving,
promotional copy if you want to be sure your subscribers
will read it. Think ahead about your content and consider
- Articles on topics of interest to your readers,
relevant news and events. If you find an interesting
article on the Web, you can easily ask the author's
permission to summarize the article and link to it
from your newsletter.
- Your own commentary on articles or the issues of
your industry (share both the facts and your opinion
to spark discussion).
- Case studies, success stories, testimonials or
examples of how others used your product or service
- "How-to" articles or hints and tips on related
- A contest, discounted offer or sweepstakes. (Use
a time limit to encourage immediate response).
- Solicit material from clients and vendors, or
ask your readers to write. It's a win-win! You get
relevant content, and they get exposure. You can
even throw in a free ad or an extended byline to
- Try a reader's poll. People love to give their
opinion, and you can publish the results in your
- Offer to answer reader questions, and publish
the questions and the answers in your next issue.
- Schedule your
newsletter and stick to it.
- Use a template to
speed up your writing process.
- Remember it's a
newsletter, not an advertisement.
- Have someone proof
- Include a newsletter
sign up in the newsletter itself.
- Ask your subscribers
to pass the newsletter along to friends.
- Always include a:
- table of contents
- privacy statement
- unsubscribe or
change preferences link
- reminder stating
why they are receiving it
- Archive your issues on
- Use a 'Send page to a
friend' feature on your archive.
- Promptly answer every
email correspondence you receive.
No news is bad news. Don't let your competition scoop you.
Start your email newsletter today!