E-mail newsletters are an effective way of reminding your customers who you are and what you do. However, they can be difficult to get off-the-ground, and even more difficult to maintain when other business priorities begin to bite.
Why create a newsletter?
Consistency and repetition are key when marketing any business. Advertising works by continually reinforcing a positive message about a brand or product. The same goes for a good quality newsletter. It’s about promoting your company so that it springs to mind when your customers need you most.
Of course, the aim would be to create a newsletter which becomes a ‘must read’ on a regular basis. But even if your newsletter isn’t quite that popular (it can take time to build a following), its appearance in your customers’ inbox should at least serve to reinforce your brand.
The first couple of issues are always the most difficult. What articles do you include? What should the layout look like? Have you got a list of people you can send it to? We work alongside a number of clients providing marketing advice, copywriting and design support to help them get their newsletters off to a good start.
Creating worthwhile content
If the ultimate goal is to generate sales leads you must ensure you create content that people want to read, that they feel compelled to do something about and that, potentially, they share with others who may be interested in your business. That means writing about things that are important to your customers. This may be different to the things that are important to you. It’s worth talking to a few customers to get their feedback.
Layout and design
Creating valuable content is critical, but so too is a good layout. The design of your newsletter must achieve two things – reinforce all that’s good about your brand and make the content easy to read. For clients who will issue regular newsletters (monthly, for example) we usually create a template to give their newsletters a consistent look and feel. This saves time and is cost-effective too.
Don’t expect to create a long distribution list overnight. This takes time and effort. Do the basics – send to your existing customers and contacts, put a newsletter sign up option on your website, advertise it in your email sign-off, invite people to sign up when you meet new contacts. With continual effort, your list will grow. Review it every 3 months or so.
While printed newsletters certainly have advantages, it’s difficult to monitor what recipients actually do with them. With email marketing, you can use software tools to glean at least some insight into how your newsletter is used. While no system is perfect it is possible, for example, to understand how many people have opened your newsletter and whether they took any action, ie clicked on links that were contained in your content, perhaps taking them to more detail or a sales page on your website.
What to do next
If you think an email newsletter would help to market your business more effectively, please get in touch. We can manage every aspect of email marketing, from strategy to content development and design through to distribution and monitoring its effectiveness.
Talk to Carol Moore today on 01606 884123 firstname.lastname@example.org