Want to build brand loyalty and reach new customers at the same time? Social networking is one way to do it. But a tried and true method that still works effectively is to publish an e-newsletter.
Like all good marketing methods, publishing an e-newsletter does take some time and effort. You have to research and write articles. You need to have an existing email list in place, and a method for acquiring new subscribers - such as providing an opt-in box on your website. You also need to test your subject lines to make sure the e-newsletter gets opened by your subscribers.
But the benefits can be well worth it to your business. An e-newsletter:
Creates a positive relationship with your customers Provides an inexpensive advertising medium for your products/services Drives traffic to your website and/or blog Generates leadsSo, how do you decide what type of content to include in an e-newsletter?
First, you need to decide who your target market is. Then, think about what type of information would be useful to that audience that you can provide, such as:
Informative articles Product or service reviews Industry or company announcements News links Tips & tricks Surveys Q&AYou'll also need to decide how often you want to send your e-newsletter: weekly, bi-weekly, or monthly.
For instance, if you own an organic lawn care service, you could send out a monthly e-newsletter that features general lawn care tips, the benefits of organic fertilizer, and advertises a specific service you offer, such as pest control.
Now, you may be thinking, "I don't have time to write an e-newsletter." Or, "I'm not a good writer. How can I do this?"
Here's the good news. You don't have to. There are many freelance writers available that would be happy to do the research and writing for you at a reasonable cost. Ask your business associates if they know anyone, or just go to Google and search freelance writer.
Ideally, you'll want to choose a copywriter over someone who writes articles for magazines, for example. That's because a copywriter knows how to write copy that sells. And after all, that's the ultimate purpose of your e-newsletter.
Here are a few rules to remember when starting a business e-newsletter:
1. Choose a delivery method.
To avoid getting your email dumped into your customer's spam folder, pick a reliable email marketing solution provider, such as Constant Contact or iContact. These companies offer several benefits to you including:
Tracking capabilities - reports allow you to see bounce rates, forwarded, delivered/undeliverable and sent emails, as well as conversions, click-throughs and more. Design templates - a wide variety of styles and colors are available to suit many different industries, or you can import your own HTML page Attachment abilities - you can add pictures, sound files, background images, and the ability to subscribe/unsubscribe from your e-newsletter2. Set a format and schedule. Be consistent.
Decide what types of information will be featured in the e-newsletter, and how often you plan to mail it. If this is a monthly e-newsletter - send it the same time every month, so your readers can rely on it. Also, try to keep the same categories each time, with a little variety here and there. If you provide content your readers like, they will look forward to reading each new issue - wondering what new tidbit you'll provide next.
3. Review other e-newsletters in your industry.
If you're still stumped for ideas about what to include in your e-newsletter, read ones that are published by other companies in your industry. It should help you decide what to include, or leave out of your own product.
4. Keep the subject line relative to the content.
Don't use your subject line to sell your company's product or services. The subject line should indicate the e-newsletter's title, plus a few words describing one of the featured articles to attract interest. If your customer sees right away what the email is about, she'll be more likely to open it. But if your subject line implies something else, there's a greater chance the e-newsletter will be deleted before it's even opened.
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