Every business knows that sending out email newsletters, which contain fresh, interesting, and relevant content, is not easy. When it comes time to compile your information for your deadline, are you grabbing at last minute news and information? If you are, you are wasting your time and money. Any email marketing or direct mail campaign needs to be planned and focused.
Whether you send out a B2B or B2C email newsletter, you goal is to keep your subscribers interested and excited. They should anticipate receiving your newsletters, and enjoy what they are reading. But how do you keep your content fresh and relevant?
Planning ahead will save you stress and grief in the future. Here are some suggestions:
- Create a folder for content for your email newsletters. Whether on your computer or in your desk, start compiling interesting articles and topics that you come across on the internet, in the paper, or on the news.
- See what your competitors are doing. Join some of your competitor’s e-newsletters and forums. See what they are sharing and talking about.
- Join some business blogs and forums. Google some relevant topics and join the forums and blogs for those topics. Keeping up with what people are actually talking and writing about, will keep your business email campaign content fresh and up-to-date.
- Get the facts – communicate with your public. Do you have sales representatives or customer service employees that deal directly with the public? Get their opinions and feedback on what people are saying about your product or service. Find out what people really want. What are their priorities?
- Cutting back on mailings and content. It is more important to send out a well-designed email newsletter or direct mail campaign on a quarterly basis, than a monthly e-campaign, or bulk mail campaign that is hurried and unplanned. Are you trying to squeeze too much into your e-newsletter? Quality is better than quantity. Make your content is clear, simple, and to the point. Whatever message you are sending, should be loud and clear.
Never forget the long-term goal – which is to create a loyal subscriber list eventually turning those email address lists into paying customers.
OK, I am on board. Can you give me some suggestions for the email newsletter content? We are glad you asked.
- Tips of the Month. Everyone loves tips. Share your knowledge with others. Time or money saving tips benefits everyone.
- Is there a topic or hobby that you love? Talk about it. Give your opinion and analysis of what interests you. Let people hear your personal voice. Do not be afraid to give your newsletters a personality, while creating a possible dialogue with your subscribers.
- Do you have any case studies to share? Real stories about real people and situations interest everyone. How your product or service solved a problem only strengthens your creditability in the marketplace, while creating interest in your readers to learn more.
- Share event information. Advertise webinars, seminars, and conferences that might interest your subscribers. Your email newsletter or direct mail campaign should always have content that benefits your readers without constantly selling them your company or product.
- Incorporate an interesting news article you collected. If it is relevant, ask for feedback from your readers.
- Ask your subscribers what they would like to see in your future email newsletters. Direct communication with your subscribers creates a bond of intimacy, letting them know, they are dealing with a person, not a company or department.
- Create your subject line last. Remember your subject line must be powerful and true to its content. Make sure your subject line is true to the core of your message.
A few design suggestions:
- Have a table of contents. Reading your email newsletter should be a pleasant experience. Hyperlink titles to content. No one should have to scan and scroll.
- Text Overload. If you article is long, just have a paragraph or two and hyperlink the remaining content to your website where the full article can be read. Have that link on a landing page with a subscriber link to your site.
- Make sure your call to action has clear instructions and proper links. Do not leave them wondering and frustrated.
- Your email newsletter should represent your logo and website. Preserve consistency. This keeps your e-campaigns recognized, expected, and more importantly, kept in the inbox.
As you can see, with a little thought, creativity, and planning, you can turn your business email marketing campaigns into a challenging and fun project. Whether you design and create your newsletter manually or use email software, make it work for you.
