July 28, 2011

A monthly or quarterly email newsletter is a great marketing tool that helps you stay connected with your clients and gives them regular updates about what your company is doing.  High quality content that is more than just a sales pitch encourages customers to actually read your e-newsletter and pass it along to friends.  An e-newsletter that strategically incorporates advertising in a non-invasive way lets you build a readership that will, over time, convert to a client base.  Providing useful and current information targeted around your industry to clients, keeps them interested and can be a great marketing tool when used effectively by following a few simple steps.


  • Theme Each Issue


When producing a coherent newsletter choose one overriding theme on which to focus all content.  Research current events in your industry and provide up-to-the-minute information that is relevant and entertaining, while still pertaining to your chosen theme.  Also give readers behind the scenes information about your company.  Internal birthdays and celebrations should get an honourable mention to humanise your company and give potential customers something to relate to.


  • Keep it Short and Conversational


An emailed newsletter should be more condensed than a paper newsletter.  Only a few carefully researched articles along with current information about your company should be included.  The entire newsletter should not be much more than 1,500 words, including advertising content.  Attractive layouts and careful attention to design will catch the eye of your readers and encourage them to finish the entire publication.


Keep in mind that this publication is not an encyclopaedia; its intent is to draw readers in, so keep the tone of articles very conversational.  The topics should also be chosen to appeal to your marketing demographic.  Make sure that your theme targets current events in a light-hearted fashion.  Your newsletter is intended to convey information, as it relates to your company.  A newsletter is a great place to let customers know about awards that you have received or to mention other news coverage about your company.


  • Use Exciting Headlines


Most readers skim articles, but read headlines in full.  Make sure that your headlines are attention grabbing and interesting.  A good headline will draw in a reader and convince them to look at the entire article with more attention.


  • Stick to a Scheduled Distribution


Instead of flooding in-boxes with information about your company, decide on a regular release schedule and stick to it.  Less can be a lot more with any form of email marketing.  Readers are much more likely to open your newsletter if they don’t add you to their spam list. To avoid being looked at as a spammer, simply keep your releases to a minimum.


Effective online marketing campaigns must include some form of email marketing.  A newsletter lets readers stay abreast of current industry news and new products or services being offered by a company. A newsletters first goal is to inform and selling comes in at a very distant second.





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