All marketing efforts should move the client down the path of getting someone that has a need to know, like and trust you.
One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses. Newsletters represent independent and niche viewpoints and can help create product evangelists by building a bond with your product users.
You want customers to know as much about your products and services and your firm as they possibly can? Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. They can be used for nurturing or interest capturing tools as supplements to other marketing efforts.
If you use an online newsletter, it will simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.
Your objective will determine your content. Your newsletter style and content should be directed at your ideal clients preferences and tastes. One way to determine this is to ask for feedback from your readers. In fact, some newsletters will include a fair percentage of content derived from reader feedback. Create useful content your list and readership will grow year after year
If writing the content yourself, one quick and easy way to get content is to do an expert interview or design a ‘how to’ article. If you don’t have the time or the desire to write it on your own you can outsource to a ghost writer. One place to check for an article is elance.com. You can expect to pay $5-$25 per article.
How often you send out your newsletter really depends on the amount of time you can commit to its creation and the type of newsletter you want to publish. If you have a very research intensive ‘how to’ or expert interview type, then once or twice a month would be sufficient. But if you have a very short “weekly tips” style newsletter then once a week is appropriate. Use your judgment and be sure you are delivering value in the eyes of the client. Don’t email bomb them.
Make sure your newsletter design is easy on the eyes–use highly contrasting colors to avoid having the colors blur together. Just as a magazine has a certain look that appeals to its subscribers, so must your e-mail newsletter. I prefer to use a summary of topics at the top for easy scanning.
