When you hear the term “newsletter” you may think of the school newsletter your kids bring home or the community newsletter you receive in your mailbox every quarter telling you about local events in your community. Have you ever considered writing an e-newsletter from your business to your customers? It’s an excellent, inexpensive way to market your business.
By sending a regular newsletter to your existing customer base you can use this opportunity to touch base with your clients and keep your business front of mind. Unlike advertisements, newsletters are far more likely to be read and shared with a co-worker or friend who may be interested in the information.
Some important things to consider about an e-newsletter for your business.
1. Use an email service, such as Constant Contact. A service like Constant Contact comes with easy to use templates and you can add images and links very easily. You will also have access to statistics on your newsletter available so you will know how many of your recipients have clicked through to read your newsletter and what are your most popular items. A system like Constant Contact will also reduce the likelihood of your newsletter ending up in your customer’s spam folder.
2. Keep the format and design simple and minimal. It is very easy for a newsletter to feel cluttered so it is important to be concise, use bullet points where you can, and create enough white space in the design. Not only will white space help your newsletter feel less cluttered, it can also help your readers click through on links when ready on a mobile device. An email service will have templates to help with the aesthetic appeal of your newsletter.
3. Make sure the system you choose it is smart phone responsive. The newsletter needs to be easy for the recipient to read on their phone when they are stuck on public transport, or lining up at the supermarket, or sitting in the doctor’s surgery!
4. Make sure the newsletter is about your customers and not about making sales! This is a critical step in the success of your newsletter, rather than thinking about what you want to sell, step into the shoes of your customer and think about what their needs are. People subscribe to e-newsletters because they want to learn. Take the time to think about what problems they are facing at the moment and how can you help or popular topics you may be able to educate them on. It is ok to include an offer or advertising but it all needs to link back to how it can benefit your customer. A good rule of thumb is 90% information for your customers, 10% advertising for your business.
5. Don’t save the action items until the end. If you want your customers to action something, click a link or share your newsletter on social media, don’t leave it until the end of the newsletter as a large majority of your readers won’t read through until the end.
6. Make sure your subject line is interesting. If you start your newsletter with a title Newsletter June 2016 there is a pretty good chance it will go straight to the trash before it’s even opened. Use a title that will immediately grab your reader’s attention.
7. Offer an Incentive to your current and potential customers. This doesn’t need to cost you a lot of money and people love a freebie. By showing your appreciation to your readers they will more than likely return the favour by continuing to read your newsletter and share content.
8. Keep reviewing the success of your content. Your email service will give you statistics on your articles. You can use this information to tweak what you are writing about to get the highest levels of engagement out of your customer base. This may take some time, you may want to try adding case studies from your current customers and how your products or services have benefited them, and you may also want to include testimonials from satisfied clients to build your credibility.
Newsletters can still offer excellent value to your customers and your business if they are developed with consideration, thought and insight. Regularly analyse data and revisit your goals to starting an e-newsletter. If for example, it was meant to boost engagement then you will need to track traffic to your website after sending the newsletter, or check the stats relating to your social media engagement.
If you need a hand setting up a newsletter; or would like us to write your content, then we are just a click away!