Read It or Delete It?

Tips for effective newsletters that engage your customers

June 2008 By Annette Iafrate

multipage

Admit it. Your inbox is clogged with e-mail newsletters every week, and at best, you only read about a third of them. Why is this? Maybe the newsletter is no longer relevant. Or worse, the newsletter is from an unknown source. Whatever the reason, those unread publications serve as a reminder that the effectiveness of e-mail newsletters is based solely on the reader’s reaction to them.

E-mail newsletters can be powerful vehicles for conveying messages, sharing news and promotions, and ultimately, attracting customers and prospects. Let’s look at some best practices for keeping your customers engaged and review troubleshooting tips to get a wayward newsletter back on track.

Content Is King
One way to make sure your e-newsletter gets read is to include tips or advice related to your product or service. For example, a spa might include tips on relaxation, or a Web hosting company may offer suggestions on traffic generation.

Your content should also be relevant to your customers. Help them see the relationship between their patronage and your business by thanking them for their feedback or letting them know about changes you’ve made as a result of their suggestions. This shows them they are an important part of your business and not just another e-mail address on your list.

Bob Corlett, founder and president of Staffing Advisors, has had tremendous success with his e-newsletter. He’s been sending out business newsletters since 2004 and attributes at least half of his revenue to their success. Corlett believes that if you offer your e-mail subscribers something they value, they will come to you when they are ready to do business.

Promotion vs. Newsletter
Since newsletters can contain promotions, it’s important to understand the difference. An e-mail promotion is a one-sided communication with one or more calls to action designed to achieve an immediate result, such as “click here to buy now” or “sign up today.” E-mail promotions are typically reserved for retail or hospitality businesses whose customers are interested or accustomed to receiving such information.

On the other hand, e-mail newsletters are regularly scheduled communications that foster a two-way conversation. They may contain promotions but are designed to accomplish the long-term goals of customer retention and loyalty.

Corlett’s approach is a great example of interactive e-mail content. “There is nothing ‘salesy’ in any of the newsletters. I share the best thinking and research I can find and include links to whitepapers I have written. If someone agrees with my view point, they give me a call.”