You might be thinking but I have a website, I blog, I keep my Facebook pages updated why should I add another activity?
Email marketing is still a popular activity. A regular and well written newsletter is a great way of keeping in contact with your customers, current and potential. Newsletters allow you to be more personal and for your readers to have better interactions with your company.
I subscribe to many newsletters, some of which I really look forward to receiving, because they are easy on the eye, good layout and good content. Links take me back to their site where I can see much more info about a particular subject that the writer has whetted my appetite on. Then I receive many that have just been sent out via Outlook with just words. Bland, boring and most definitely heading for the delete folder. For starters, they are not offering a read an unsubscribe option, which is extremely important.
People do still like to receive and read well constructed useful newsletters. So make sure that they are well thought out. If you are working with a business plan that includes a marketing or content strategy you will be better placed to producing a newsletter that gets opened!
What to include:
So what do you tell your readers? It depends on what kind of business you have. Some firm favourites will be a roundup of products and services with links back to your website. Do you have a product or service that you would like to introduce to your readers first? Give them an exclusive offer that won't be shared anywhere else. Want some feedback? Do you work with other businesses or services? Are these beneficial to your customers/readers? Share links and information. Educate your readers - share your expertise. What blog updates got good attention? What events will you be at? Are you having a sale? Give your readers first refusal to get their hands on sale products.
Which platforms to use:
Be respectful of your viewer. Hitting the send button too frequently is likely to be a sure sign to the road of unsubscribe. So, on your part you need to be creative and appeal to your reader.
More top tips:
- Keep it regular - one a month or bi monthly, the same day, the same time. Readers will appreciate the consistency.
- Be personal. A newsletter allows you to talk to the reader as if you were sharing a coffee. Give a bit more of you than you would expect on social media platforms.
- Share, share, share. Most newsletter templates include forward to a friend, but remember to share across your social media platforms.
- If you have included the services of other businesses, share with them, ask them to forward to their customers - it's a win win for both.
- Be respectful of other people's email addresses. Do not under any circumstance just add any address to your list. Some countries are required to adhere to strict data protection policies, when others are not. Be respectful of people's email address.
- Include sign up so that those who are interested in receiving a newsletter from you can do so via your website, Facebook page or blog.
- Don't include everything. A reader does not need or wish to scroll and scroll. Make each topic short and sweet and include a link back to a blog or website. Attention spans are becoming shorter and shorter.
- Pictures say a thousand words so make sure you include good quality images. Ideally your own or those purchased from reliable stock photo sites. While we see lifting of images shared and placed on social media sites, does not mean you have the right to them.