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Thursday, May 23, 2013

Planning an E-Newsletter? Read this first!


As a communications consultant, I often have private clients come to me wanting to do an e-newsletter. E-newsletters have significant benefits for entrepreneurs and businesses:

  • They are a cost-effective marketing medium.
  • They keep you top of mind with the ability to have regular customer contact with your existing customer base.
  • They can drive people to your website by adding links to more information or to products and services.
  • They provide a forum for you to showcase your expertise and share client success stories and case studies.
  • You can track click-throughs and open rates to evaluate the results of your efforts.
There are also disadvantages. Your e-newsletter is one of often dozens in an inbox, so it must command attention to get opened and read. Content must be clear, concise and correct and provide unique value. If readers can get the information elsewhere, why get your newsletter? You must commit to a regular schedule. This is not a hit-or-miss marketing effort. Like blogging, you have to keep at it. If you are not a good writer, you need to hire one or get a good editor.

Things to Consider about E-Newsletters
Before you invest time and effort in an e-newsletter for your existing and potential clients, here are some questions to consider as you think it through:

  • How will an e-newsletter enhance your brand?
  • What is your goal for your e-newsletter? 
  • What is your target audience?
  • What will the e-newsletter give your audience that is unique?
  • What action do you want readers to take?
  • Can you plan at least six issues ahead?
  • Will content be evergreen or timely news or a combination?
  • What provider will you use for design and delivery and what is the cost?
  • Do you want to organize the newsletter around a theme? An activity? A function?
  • How can you make it fun? Intriguing? Provocative? Memorable? Visual? Viral?

The more time you spend answering these questions, the more successful your e-newsletter will be, the easier it will be to design and write , and the more readers will want to read it! For content help, please contact me at pat@phaddock.com. Contact me to help with planning or writing an e-newsletter.

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