E-mail newsletters are communication and marketing staples for businesses of all types and sizes. When targeted and relevant, e-newsletters can boost customer loyalty, increase brand awareness or educate a target audience, among many other benefits.
While this potential exists, it’s much easier said than done. E-mail marketers must compete with hundreds of other digital communications every day. In order to rise above the noise, organizations must learn how to create e-newsletters that people actually want to read.
Develop E-newsletter Content Relevant to Subscribers, Not Necessarily the Company
E-newsletters are commonly used as vehicles to push products or services and announce internal happenings, such as new employees and awards. While these items are relevant to numerous communication strategies, they may not excite or engage potential customers. Business owners and marketers should try to evaluate the e-newsletter from the customer's perspective.
Prior to content selection, the newsletter editors needs to address the following questions: What does my audience need to know right now? How can I add value to my subscriber network? How can my product or services assist this audience? How can I show appreciation? Reserve prime real estate for timely content that benefits subscribers directly.
Offer E-Newsletter Subscribers Exclusive Deals
Everyone loves to save money. Subscribers will scramble for exclusive deals that can’t be found elsewhere. They are also likely to forward the deal to interested family and friends. Groupon, a company that delivers one “ridiculously huge coupon” to e-mail subscribers each day, has built a booming business nationwide that is based solely on this concept.
Master the Art of Simple, Concise Writing
Most online readers skim content to assess if it’s worth a thorough read. Lengthy, verbose language can be daunting to review on a computer screen. E-newsletters should be crafted so that readers can extract most of the vital information with a quick scan. If the reader is enticed, he or she should be directed to a company website or blog with the full story.
Conduct Market Research to Evaluate an E-newsletter Campaign
While formal market research is ideal, it’s not always feasible. Content producers should conduct informal research to evaluate an e-newsletter campaign. Assemble a small group of subscribers and non-subscribers from the desired target audience. Ask each person specific questions about the text, design and overall look and feel. It’s not scientific, but it will provide enough information to determine whether the campaign is on the right track or not.
Successful e-newsletters cater to the needs and preferences of the intended audience. To learn more about e-newsletters, visit:
Andrea Aker - PR & Marketing Professional in Arizona Andrea Aker founded Aker Ink Public Relations in 2007, armed with an diverse background in PR ...
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