Company newsletter can be a successful marketing technique. Do you want to up-sell or cross-sell, build your brand or establish your authority, or simply reach a wider market, a newsletter can do the job for you. You just need to make sure you write correctly.
Television, radio and print advertising are often too expensive for many businesses to justify - especially small businesses. Fortunately, there are alternatives. Current Internet and email technologies make company newsletters, forms a very inexpensive yet very effective advertising. When it comes to newsletters, large and small companies end up competing on a level playing field.
So what is an email newsletter?
Emailed newsletter serves much the same purpose as a traditional company newsletter. Think of it as a short newspaper - but instead of relating to the city, town or country, relating to your business. You can include articles on new products or services, awards, new success stories and case studies, promotions, specials, rising stock prices, corporate events, research ... And if it's a quiet month, you can write articles that can help your customers out.
10 Steps to Success
Follow 10 simple rules of thumb, and you'll soon be writing great newsletters and reaping the rewards…
1) Keep It New! Your readers won't waste time reading something they already know, so make it news they can use.
2) Keep it personal: Always use your reader's name. Make sure when someone signs up, you get their name, then use it in the subject line, in the greeting, and anywhere else you can.
3) Know your reader: Find out what your reader is interested in. Do some pro-active research, invite response, or find an email marketing solution such as Ezemail** that tracks the links your readers click on and keeps a history of their activity.
5) Subject is Headline: The subject line of an email newsletter is like a front-page headline in a newspaper. You need to draw the reader in, so make it engaging and relevant (maybe promise a benefit) but no more than 25 characters so your reader can see it all before opening the email.
6) Use a Title bar: Make the most of the title bar to add visual appeal and establish brand awareness.
7) Make it 'scannable': Most people don't read online – they scan. Make sure you use easy-to-read bullet points and sub-headings. Don't lose your reader's attention. Reading is physically more difficult online, so make sure you're concise. Use links to other places instead of writing long articles.
8) Use White space!: If your page is too busy, you'll lose your reader. Give them a chance to absorb valuable information by dedicating about 30% of your screen real estate to white space.
9) Easy unsubscribe: Make your unsubscribe easy to find. If it's obvious, they'll feel safe and can then appreciate the content. To many people, the ease of unsubscribing is an indicator of the integrity of your company.
10) Forward to a friend: Include a link to encourage readers to forward the newsletter on to their friends and colleagues. Find an email marketing solution which allows you to do this and sit back and watch your database grow!
