Your Most Effective Email Newsletter Ever.

February 20, 2013

An effective company newsletter can generate increased income for your business by deepening your relationship with your current clients (maximize cross-selling opportunities, introduce new products, offer value and solutions to their most common problems),  building relationships with potential clients, and nurturing new leads.

It is also great way for service providers to sell without appearing to sell and a legitimate platform to announce your business success and illustrate your expertise.

Nothing says “We’re the best in the industry” to potential and existing clients like third-party validation from a delighted client or a constant stream of new business activity to your company.

So what should an effective newsletter contain?

In order of importance, an effective newsletter should offer information that your target market finds:

  1. Useful
  2. Interesting
  3. Entertaining

Give them exclusive insider information they won’t find anywhere else.

Spread your business message with an email newsletter

Where to start:

1. Choose your tools

Email service providers offer a super easy way to create, send, and track the results of your campaign. There are a variety to choose from depending on your level of expertise and budget (starting from $0). Check out this comprehensive review of the Top 10 email service providers.

2. Planning. Always.

Plan your email newsletter content to be consistent with your business goals and marketing strategy.  For example, If your goal is to establish your business as a thought leader, consider including more informational content in your newsletter alternatively if your goal is to generate new business from existing clients, consider offering exclusive deals and discounts to this group.

Use an editorial calendar to maintain scheduling of production, consistency and quality of content, and most importantly your motivation.

3. Design and Structure

A poorly designed newsletter can deter your readers and cause them to reach for the dreaded delete button, no matter how fantastic and useful the content. A well designed newsletter is clutter free and easy to navigate and scan for relevant information.

  • Use paragraphs, subheading and bullet points
  • Avoid content overload; split large chunks of information over a series of short and punchy articles and link out to your website or blog to allow readers who want to delve more deeply into a topic to do so.
  • Use appealing images, include a video or a slide show. But avoid overkill.
  • Brand your newsletter with your company colours, logos, fonts etc.

4. The Hook
The subject line is what will get your newsletter opened. Avoid generic subject lines and craft one that’s compelling, and related to the newsletter content. Let the reader know what’s in it for them.

5. The Subtle Call to Action

How do you get your readers to engage with you? Ask them to of course!

Examples of understated and effective calls to action can include:

  • Invite readers to click on links to relevant information in your website or blog or on icons to connect with you on social networks and share the newsletter via their social networks
  • Invite your reader check out a new service
  • Invite them to an upcoming event
  • Invite reader feedback and encourage dialogue
  • Invite readers to share the newsletter with someone who might find it useful

6. Measurement
How else will you know whether your newsletter has been successful? The beauty of using an email service provider (see above) is the extensive statistical information they provide about each campaign. Track your readers, deleters and sharers, track the effect of your content on readers. A benefit of tracking is that you can very quickly build a picture of your audience and their needs and continue to refine and improve the stickiness of the information in your newsletter.