You probably get numerous newsletters across your desk each month. How many of those do you really read? I am sure that you scan certain newsletters for valuable information, while you just toss others. Then, of course, there those like mine (chuckle), which you read every last word of.
What makes the ones you read interesting or valuable to you? What kind of information does the author provide? Do catchy headings and photos attract your attention? Does fancy HTML attract your attention in the newsletter or do you become frustrated because of the long download time or drain on the space on your email? How much of this is important to your target audience? Remember, do not base your decisions solely on what you like or do.
Before you begin creating a newsletter for your business, determine who will be on your mailing list (e.g. current and/or past clients, friends, associates, other contacts). Next, it is important to figure out how many people are on your mailing list. This will help you determine if you should email vs. mail the newsletters to avoid printing and mailing costs. However, you will want to send your newsletter in the format that your audience will most likely read. For example, if they are homeowners or elderly then printed may be a better option. However, if they are business people and professionals then an emailed format might be preferred.
Next, consider what your audience would like to see included in the newsletter. You might consider surveying your audience so you can determine what their 'hot buttons' are in relation to your business.
I do not normally recommend cold calling with your newsletter (e.g. buying email address lists) because typically, with a few exceptions in certain industries, you should send newsletters to people you already know and/or do business with. The newsletter should serve as a reminder to continue to purchase your products, use your services, and/or refer business to you.
The most important component in your newsletter is the content. If you are not telling people something new and exciting, teaching them something they do not know, educating them about something they would want to know, or giving them free resources or solutions, they will probably just throw away or delete the newsletter. It is vital to give them information in your newsletter. Do not worry about not being paid for the information you are sharing with them. Just trust that it will come back to you.
The following are 9 things that you will want to consider including in your email newsletters:
1. An attention getting headline
2. Important information, article or tip that your readers will be interested in
3. Bullets or links rather than long paragraphs
4. Testimonials of satisfied clients
5. A clear call to action. Remember to make them do something!
6. Form or link to sign up to receive your ezine
7. A return address, email, contact name and/or phone number
8. An opt out message
9. A forward button or link so they can easily pass the newsletter to colleagues and/or friends
There are many Web sites that you can go to that will allow you to create your email newsletter, facilitate the sending, manage your list of recipients and track your bounce backs and follow through. Some are much more expensive than others are and some are more user friendly than others are. However, I recommend trying the free trial that most companies have made available.
Below is a short list of a few resources that I am familiar with. I am sure there are many more out there. Be sure to check with your favorite Web site designer too, just in case they can provide this sort of service for you. Most of these services do not require any programming knowledge. However, they could take time to set up and learn to use, in which case, you can always contract out with K. Sawa Marketing to help you with this each month for you.
* www.constantcontact.com
* www.bluehornet.com
* www.exacttarget.com
* www.ezinedirector.com
* www.emailbrain.com
Be sure to heed all the spam laws out there for your email newsletters. Visit www.spamlaws.com for more information. Here are 5 pointers from Corey Rudl, president and founder of the Internet Marketing Center, for planning successful e-mail promotions that will not get you accused of sending spam:
1. Send e-mail to people who have consented to receive the emails from you. For example, this would include your customers and e-newsletter. The owners of e-mail addresses you have purchased on a CD do not.
2. If you must buy or rent lists, find out how the addresses were collected. If the people on the list have not agreed to receive e-mail promotions, you are the one who could end up violating spam laws and/or fined for doing so.
3. Use a subject line that accurately reflects the content of your e-mail.
4. Include a real return address and a working "unsubscribe" link in every mail you send. If you have a large list, you will need software or an ASP to manage opt-ins and "unsubscribe" requests.
5. If you are sending commercial e-mail (such as promotions), include your company's physical mailing address in the body of the e-mail. This requirement applies to newsletters as well, if their primary purpose is to advertise or promote a product or service.
Finally, when you are designing your promotions, remember that people buy products and services from companies they trust. A single e-mail or mailed promotion cannot establish that kind of relationship between you and your potential customers, but it can be a first step.
Think of your promotions as part of an ongoing dialog between you and your potential customers and you will be on the right track. What kind of company would you be more likely to buy from -- one chasing a fast buck, or one that takes the time to earn your trust before it tries to sell you something?
If you can stay informed and tread lightly, your newsletters should be recognized for what they are -- responsible promotions.
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