Creating an electronic newsletter is a great way to connect with your customers, share information and deliver news in real time, usually for a fraction of the cost of traditional direct mail. While many factors impact an e-newsletter’s effectiveness, your newsletters must be:
- Timely – Don’t send a newsletter unless you’ve got news
- Relevant – Your e-newsletter has a much greater chance of being opened and read if the subject and content is valuable to your audience
- Concise – E-newsletters should be brief and focused
Here are 5 key steps for producing an e-newsletter for your business:
1. Consider your audience and objectives
Take advantage of the interactive and personal nature of e-mail newsletters by starting a conversation with your customer. Keep you goals in mind. What do you want your reader to do? Provide info? Respond to an offer? Fill out a survey? Make sure you include a call to action.
Resources:
MarketingSherpa features case studies, tactics and free reports on maximizing your e-mail newsletter efforts.
2. Select an e-newsletter service supplier
Several e-newsletter vendors make creating your newsletter quick and painless. Costs and features vary, but most provide user-friendly, turn-key solutions.
Resources
: Constant Contact,
Bronto and
Exact Target are just a few of the services who offer everything from design templates to list management.
3. Build your list and get permission
Develop a database by putting a “subscribe” box on your web site home page. Make it easy for subscribers by requesting only their e-mail address. Ask their permission with a “double opt-in,” which asks for an e-mail address, then sends a confirmation e-mail asking subscribers to click on a link to confirm their participation. Another way to grow your list: Include a “Forward to a Friend” button on your newsletter.
Resources
: E-dialog is one company that provides database list management and comprehensive e-mail list services. Most companies, such as
eNewsletters Online, allow you to import existing mailing lists and databases.
ListPower is another easy-to-use mailing list manager.
4. Develop and compose your content
Start with engaging, compelling subject lines to gain attention. Content should be relevant and useful to your target audience, and should be presented in a straightforward, honest tone. Avoid industry jargon or “sales speak.” Also, design matters, and should facilitate scanning and skimming.
Resources: E-Newsletter copy tips are available free from
The Levinson Letter. Most newsletter services, like
MyNewsletterBuilder, offer pre-built templates and design advice.
5. Track results and evaluate
Once your newsletter is sent, you can track open rates and “click throughs,” to analyze and evaluate your campaign. Use this info to improve your next newsletter.
Resources:
Vertical Response offers extensive reporting and tracking tools. To learn the lingo,
Azavar provides definitions of various e-mail marketing analytics.
