E-mail Newsletters: The Good and The Bad
There are a number of rules to follow when it comes to designing an e-mail newsletter and many creators of electronic newsletters could care less about providing their subscribers with real information. Some newsletters are all about using a product, buying this or that or joining us in being part of this event or that event. If you want to build subscriber trust, if you want to build a solid customer base, stop selling.
When your e-mail newsletter appears in a subscribers mailbox it should be anticipated and filled with useful information, recommendations, resources, real life experiences and a move to action.
Writing and publishing a newsletter by yourself or with a core group of committed comrades should not provide a stage for ranting and ragging about your competitors, or how unfair it is that your PPC campaign has lost its velocity.
The purpose for writing an e-mail newsletter is to build a relationship with the subscriber. E-mail newsletters reinforce your brand and increase the likelihood that readers will not only turn to you in a time of need, but return time and time again because you are a reliable source of information and support.
If you currently have an e-mail newsletter, take a look at the content for the following elements. These are all things that turn your e-mail newsletter into a worthless piece of junk filled with spam. Honestly, subscribers dont want to read your sales pitch every month.
You need to re-think your e-mail newsletter if you:
- Fill the pages with advertisements
- Include only one 300 word paragraph on industry information
- Fill your pages with bulleted phrases and so called resource links
- Repurpose old press releases
- Fail to address controversial issues of interest to your subscribers
- Fail to take a stand on legislation critical to your industry
- Allow bad grammar and typos to take up residency all over the newsletter
- Refuse to allow subscribers to unsubscribe
Do you really know what your subscribers want to read? Most e-mail newsletters are unsuccessful because the publisher does not take the time to study and understand the needs of his target market. How do you find out what subscribers want? Its simple, talk to them.
- Attend small business or target industry meet-ups and ask folks, Whats on your mind?
- Volunteer to be a mediator at the next association meeting addressing a hot issue
- Put a survey up on your website
- Subscribe to the e-mail newsletter of a competitor
- Have a candid conversation with your customers and find out what really keeps them awake at night
- Dare to tackle the tough issues
Do not use your e-mail newsletter to solicit business. The e-mail newsletter is about building relationships and giving the subscriber what they want exactly the way they want it. The e-mail newsletter is like really good Cajun food, comfortable, reliable, providing you with a familiar sensation, that every once and a while packs a serious punch.
Get buy-in from your subscribers. Do not send out an unsolicited e-mail newsletter to your customers. Set up a letter of anticipation about two or three months before the publication of your first e-mail newsletter. It should be simple and read something like Coming Soon: Equestrian News for the Committed Horseman. Encourage customers and potential subscribers to email you with ideas about the kind of information they would like to read in the newsletter.
No one wants to dredge through ads, useless bullet points of information printed two years ago or a dried up sales pitch. If you really want a great e-mail newsletter, get your subscribers involved in the process. Feature the real life story of a subscriber, talk about how they persevered or dodged bankruptcy court. If there is one thing everyone loves, its other peoples stories and believe it or not, everybodys got a story.
Website Usability Analyst and Lead Writer - Detra D. Davis The Site Therapist http://www.thesitetherapist.com
Detra Davis is a Website Usability Analyst and Lead Writer for The Site Therapist and strongly believes in helping clients succeed and prosper by addressing website usability concerns; a graduate of the University of Maryland, and a United States Navy Veteran, Davis insist writing is my passion. The goal of The Site Therapist is to help ecommerce and lead generation site owners create functional and prosperous websites. The writing staff of The Site Therapist also specializes in writing articles, manual article directory submissions and ghost blog writing services.
Co-Registration: Excellent Way for Cooperation
One of the most important goals for every ezine publisher is to get new subscribers. However, there are thousands of email n...
A Brief History of Ezines
There are a many Ezines specializing in nearly every sub-sector of our economy and almost every interest of human activity to...
Convert Your Newsletters into Immediate Cash
One-Page Newsletters can do more than help you keep in constant touch with clients and prospects and educate them to desire y...
Ezine - Propaganda or Priceless
The ezines that are available today bear an uncanny resemblance in intent to extended greeting cards (newsletters) of our pas...
What is an Ezine or Electronic Magazine?
Many folks have heard the word Ezine and many may receive them in the email box. The approved definition of an Ezine Appears ...
Ezines Must be Sent by Email Otherwise they are Not Ezines?
For those in the Ezine Publishing business it is known that a huge debate filled with massive amounts of chaos and controvers...
Ezines Provide Relevant Information in Mass Distribution
Many folks who wish to stay up on information take online electronic magazines or Ezines. This strategy works well, as often ...
Three Strategies, How to Make Newsletter Interesting to Read
There are almost 500 newsletters that have been published on the net today and tend to grow more. Every business on line tend...
Best Ezine Publishing - Revealed - 5 Powerful Ways to Multiply Your Ezine Publishing
Building a good business relationship with your client base is the key in growing your business. You need to keep these peopl...
Using Newsletters as a Marketing Tool
Newsletters are excellent means of marketing on the internet. The publisher of the newsletters gets a foothold in the market...
Email Marketing 101: Creating an Effective Newsletter
E-Newsletters can be an inexpensive and convenient way to keep current clients up-to-date with your business, or easily conve...
Ezine and Email Marketing - How Often Should You Mail Your Subscribers
This is a much debated topic. Very few marketers agree completely on this, and in fact, probably the frequency should be dif...
Five Ways to Energize Your Newsletter
Whether distributed via e-mail or printed and snail-mailed, newsletters are a great way for a business or an organization to ...
How To Plan A Powerful And Productive Newsletter
Newsletters are widely recognized as the most effective way to keep in touch with a large group of people on a regular basis....
Online Dating Tips - WorldWide Dating for Single Adults
The following are some basic, common sense safety tips to keep in mind when dating online. Follow these tips, and you should ...
Powerful Ezine Publishing - 7 Marvelous Methods to Breakthrough with Ezine Publishing
Are you thinking about publishing your own ezine to build a trusting and fruitful business relationship with your potential c...
Why Your Comapny Needs a Newsletter
An electronic newsletter is a great way to build your business and stay in touch with your customers. Newsletters are an effe...
Netiquette - Strategies to Acquire Creditability and Reputation as an Onliner - Part I
Netiquette, simply put, is behaving appropriately on the net. Good manners are appreciated everywhere, in real life or in the...
Online Dating: When Not To Respond To An E-mail
Online dating is still a very safe form of getting to know someone. Learning extra safety measures can only be in your favor,...
3 Money-Making Reasons for Displaying Your Newsletters on Your Website
Seeing is believing. Unless your website visitors can experience your newsletter and appreciate its value, theyre unlikely to...