Do you send your customers regular email newsletters? A newsletter is a cost-effective medium for building relationships and keeping up a regular contact with customers – it keeps you at the forefront of the customer’s thoughts so when they need your services, you’ll come to mind.
So what makes a good newsletter? How do you create one that people will actually read? Here are a few pointers:
1. Pick a Topic
Sounds obvious, but don’t try to clutter your newsletter with lots of different offers and every piece of news about your business – pick one subject and stick to it to avoid your newsletter looking unfocused.
2. Don’t Just Sell
Make your newsletter informative rather than hard sell. Email inboxes are full of marketing messages, people get tired of being sold to constantly, but if you get a reputation for passing on interesting information your newsletters are more likely to be opened and read.
3. Pick an Engaging Subject Line
If the subject line doesn’t draw the recipient in, your newsletter will be heading straight to the recycle bin without being opened. If you’re not sure what will work, why not test different messages?
4. Make your Call to Action Clear
What do you want people to do in response to reading your newsletter, and how will you know when they’ve done it? Make sure it’s easy to respond – it’s important to have clickable links in your newsletter so you can monitor whether or not the newsletter is working.
5. The Importance of Design
The design of your newsletter is enormously important because it reflects the image you are trying to convey. How many times have you seen email newsletters which are just lists of jumbled links, irrelevant images and sent with apparently little thought as to how the offers are presented? A professional looking newsletter will enhance your credibility as a business but an untidy looking missive will have the opposite effect. Try using tools such as Mailchimp – your Pink Spaghetti PA can set up a Mailchimp template for you to create consistency.
6. Remember the Legalities
Remember that you have to give people the option to unsubscribe from your communications, and although you obviously don’t want to make that your main headline, it’s best to be clear about how to unsubscribe. Make sure you have a system in place to prevent people receiving your newsletters once they’ve unsubscribed.
It can sound like a minefield, but a well-designed, informative, consistently presented, regular newsletter can work wonders for your business. There are plenty of bad examples out there, but if you’re looking for some good ones, click here for inspiration.