Harnessing the power of e-newslettersOctober 11, 2012 2:23 pm Leave your thoughts
Harnessing the power of e-newsletters
Those pesky e-newsletters that add to your already overflowing inbox can seem like a nuisance (except for this one of course). Why are there so many? Why do they keep coming? They must be working for someone. Of the many that find their way into your inbox, there are probably one or two that you do read and that’s why they keep coming. Executed correctly, an e-newsletter is not a nuisance but a powerful marketing tool.
Cold calls are a shot in the dark, time-consuming and not all that fun to make. Successful online advertisements only see a click-through rate of about 2 percent. E-newsletters, on the other hand, regularly show open rates of anywhere from 15 to 40 percent. If you have 100 subscribers, you are reaching 15 to 40 customers with helpful, sometimes fun, information that leads them to your sales pitch. Where else can you easily gain the attention of that many targeted customers?
Of course, to harness the power of e-newsletter marketing, it must be done right. Here are 5 tips to help you put out a successful e-newsletter:
People are busy, especially those running a business, and they are looking for a reason to delete your email. Provide information that can help their business, if you’re in a B2B industry, or that can help them personally, if you are in a B2C industry. Make them scared to delete your email because of the nuggets of gold you provide.
Keep it simple
Whether it’s a B2B or B2C e-newsletter, your readers do not understand your industry as well as you do. Don’t give them an academic paper; write it so that anyone can digest and understand the information. Be careful when using industry jargon. Save the technical details for when they ask to know more. Give them the big picture and how it can be helpful to them. Finally, keep your focus on one concept. Too much information overwhelms and you’ll lose your readers.
Use your style
Style sets companies apart in the marketing world. Don’t be afraid to show off the personality of your company. You don’t have to choose style over substance or substance over style; you can have both. Don’t keep banging away on the same topics. Keep the tone light. Humor and interesting stories mixed with useful information will keep them reading and waiting for the next edition.
Set up a schedule and stick to it. If it’s a monthly e-newsletter, make sure you get out an edition every month. Missing editions means missed opportunities. If your readers expect your e-newsletter on the first Monday of every month, don’t confuse them with irregularly scheduled editions.
Market the e-newsletter
You spent the time to put together a quality, informative and sharp-witted e-newsletter; now use it to your advantage fully. Once the newsletter is sent, post it to your website in the news section or on your company blog. Update your Facebook, Twitter and LinkedIn pages with a teaser and link it back to your website. This will reach more readers and provide that all-important fresh content for your website that search engines love.
An e-newsletter campaign is a cost-effective way to inform customers and to be sure you are the company they think about when your type of products or services are needed. Remember, you can also have fun with it. When was the last time you had fun making cold calls?
If you would like more information about how to set up and execute a successful e-newsletter campaign with your website, please give WordwrightWeb a call at (910) 452-6345.
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This post was written by Steve