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10 Point Guide To Making Your E-newsletter Work For You

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E-newsletters are an effective & cost effective way for you to stay in touch with your customers & prospects, but how do you manage to give recipients the information they want whilst strengthening your business?

It’s more about selling your business through offering ideas about best practice, plus tips, trends, news & a viewpoint, rather than using overwhelming sales & marketing messages that say ‘look how great we are!’.

Follow this simple guide when creating your next newsletter & see what difference it makes… 

  1. Manage their expectations – tell them what you’re going to tell them in advance, then tell them & then tell them what you’ve told them – just like writing an essay at school! 
  2. Familiarity breeds – regular columns & features always give people something to look out for in the next edition – how many of you buy a paper simply to read a certain person’s viewpoint or because they do that section better than anyone else? 
  3. Table of contents – using a ‘what’s in this edition’ side bar at the top of the newsletter allows readers to find the bits they want to read immediately 
  4. Don’t be long winded – if you are including articles that run for more than 3 paragraphs just include a teaser & add a link through to the full article on your main website or a specially created landing page 
  5. Sideline the promotion – use your sidebars for any information that isn’t the primary focus of the newsletter. Any promotional or supporting information should be featured regularly here so that the reader can easily find it, but also mentally separates it from the main focus of the newsletter content.
  6. Use your contacts – get articles from wherever you can – customers, suppliers, industry experts - the wider you cast your net for information, the more interesting your newsletter will be
  7. Get personal – your newsletter shouldn’t all be business focussed, remember its people talking to other people, so inject some personality into your articles & focus elements of it on your people & the things they get up to.
  8. Eye up the figures – keep an eye on the stats from your newsletter, they can be very revealing. Give reader more of what they click through to view.
  9. Be subjective – make sure your subject line links in with something interesting in the newsletter to get readers intrigued from the outset – use the sort of thing you would want to hear about it you received it. 
  10. Listen – give your readers every opportunity to feedback to you with their comments, ideas & experiences – getting this level of engagement will help you keep your newsletter interesting & informative. Surveying your readership at least once a year on top of this should mean that you are providing them with exactly what they want.

If you have any ideas, advice or experiences on this subject that you would like to share with other readers of ‘grow your business’, we would love to hear from you.

eBusiness UK : Web Design Lancashire : Provides Web Design, Ecommerce Web Development, SEO, SEM and Internet Marketing Services in the UK.