Newsletters can be an effective marketing tool, establishing your business’ reputation and opening up a stream of regular communication between you and your customers. They can also be junky, obnoxious pieces of self-promotion that customers throw in their trash or delete from their email as soon as the newsletter is received. Try out these Dos and Don’ts for a successful newsletter that your clients and customers will actually value.
- Include Relevant and Informative Content
Talk about what’s coming up at your business, recent successes, highlight your employees, discuss implications of industry news, and offer helpful tips.
- Use a General Template
Your newsletter, as representation of your brand, should be professionally designed and follow a general template so it is easy to read every issue. Your logo, slogan, and business information should be clearly identifiable so there is no doubt who sent the newsletter.
- Focus on Visual Appeal
The average person’s inbox is full of junk mail as is their physical mailbox, you only have a few seconds to make sure your newsletter is not ignored. 90% of information transmitted to the brain is visual, use this. Integrate beautiful pictures and infographics, on your e-newsletter, don’t be afraid to include video. Have a definable personality and use visual elements to make it pop.
- Allow People to Unsubscribe
Include links or instructions to unsubscribe from your newsletter. Don’t force people who don’t want your content to receive it, that is the fastest way to make a bad impression.
- Provide a Copy on Your Website
After spending time to make beautiful and informative content, don’t restrict it to the select few. Have an easily accessible copy available on your business website, always post it in the same location.
- Use it as a Sales Piece
A newsletter is not a distribution of coupons or upcoming sales. To create brand loyal customers who trust you as a source of industry information, you must first prove that you are after more than just the next sale, don’t waste this opportunity.
- Require More Steps
Do not make your readers go to your website for more information or fill out forms to get what they need. It’s okay to provide links or further resources, but your newsletter should be able to function as a standalone piece.
- Focus on Me, Me, Me!
It’s not bad to talk about yourself or highlight your employees, it is bad to talk ONLY about yourself.
- Include Irrelevant Content
It does not make your newsletter look clever and fun or even caring, it makes it look unprofessional.
- Have a Long Newsletter
You have competition, there are other newsletters, emails, and flyers out there. People don’t have time to read everything. If you want people to return and open your NEXT issue, keep your newsletter short.