Published January 11, 2012 | 
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E-asy and E-ffective E-newsletters (Part I of III)
Despite popular belief, you do not have to be a tech wiz or a seasoned writer to effectively write and publish your own e-newsletters (don’t get me wrong – knowing how to use a listserv and being able to conjugate a sentence does help).
If you are proficient in a certain trade, then you obviously have the know-how to write about it. The question is, can you write about it with enough “pizzazz” in order to draw more customers to you? Stating the obvious is always helpful in e-newsletters, but providing “nuggets” of information that your customers (both current and potential) can use will have them looking to you as a valuable resource, and hopefully a business partner, as well.
The first thing to do is change your mindset. Your e-newsletters are a valuable marketing tool you can use to proactively reach out and touch your customers (repeat that – 3 times daily- as a mantra). Your e-newsletter is a tool to gather e-mail addresses and contact information of new customer prospects, and convert those prospects to active customers.
Maintaining “front-of-mind awareness” with prospective customers is easy with an e-newsletter. Build the value of your customer relationship by highlighting different aspects of your products or services and the benefits tied to them. Include a strong call to action to utilize your product/service, and make it easy to purchase with a direct “Contact Us” or “Buy Now” link.
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Your e-newsletter is a tool to reactivate customer relationships that have been cold over the past 18 months. An e-newsletter can include surveys that provide you with feedback from your clients and prospects. Gather valuable information like benchmarking data, signs of customer needs, levels of satisfaction, and reasons for lapsed business.
An e-mail list is worth gold because it allows you the easiest, fastest, and lowest-cost way to effectively contact customers and prospects. And the most effective e-mail lists are those that you build yourself.
Ask current members to provide e-mail addresses of colleagues and business associates who may be interested in your products or services. Greatest response will come when you make it easy. For example, make the request in your regular e-newsletter sent to customers, and provide a form for them to easily enter another e-mail address.
You’ll get a higher response and more e-mail addresses when you extend an offer, like an e-newsletter, reports, advice, and industry information. Consider all the valuable information you can share with prospects, and offer that information in return for their e-mail address.
You will soon see the benefits of these inexpensive tactics when you incorporate e-newsletters into your marketing/pr strategy. Click here to find out the four factors that can have a significant impact on the delivery rate of your e-newsletters (just kidding – we’ll save that for our next article. But that just goes to show you what you could do… post something like that on your website. When the reader “clicks,” that will lead them to an email sign up section. They won’t get the next “nugget” of information until they provide their email address.).
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