Innovative and Effective E-mail Newsletter Tactics
Think of the term “newsletter”—at one time it was, and for some it might still be, your company’s news printed on paper and sent via the postal service. Today, however, the standard delivery vehicle of newsletters is through e-mail. While the catalyst for sending newsletters via e-mail was the elimination of printing and postage expenses, the benefits go far beyond cost-per-newsletter metrics. Sending newsletters via e-mail opens up numerous possibilities to make the publication more interesting; it makes it more conducive to quantifying its efficacy; and it turns the publication into a more robust prospecting tool.
When it comes down to it, there are two main elements of a newsletter, namely content and delivery. The following are some tactics to assist you in creating more innovative and effective newsletters to be sent via e-mail.
Tactic #1: Know Your Purpose
In examining what makes for good content, we must first answer the question: What is the purpose of the newsletter?
Some answers might be: to showcase our products and services; to continue to build close relationships with our customers; to get our company’s name out; and to communicate success stories.
These answers sound good, but if we peel the onion back further, what all companies really want from any marketing effort can ultimately be boiled down to two things—getting new customers and keeping the customers they have.
Tactic #2: Be Valuable
Once you have determined the core purpose of your newsletter, the next step is to determine what you want to communicate with the newsletter. The tactic to keep in mind is an obvious one but often times ignored: be valuable.
The content should be conceived with your customer’s perspective in mind. Answer the question, “What would my customer (or prospect) find valuable?” If you simply fill your newsletter with content based on what you want to say versus what your customer is interested in learning about, save your time and don’t bother with a newsletter. If you stay true to the simple tactic of “be valuable,” you will have the opportunity to work in, when appropriate, things you want to say, but the major focus must be on the reader.