Effective E-newsletters
If you want to build and maintain relationships with your client base, one great way to
do that is through ongoing communication with them. E-Newsletters can be a really cost
effective tool when done correctly. No print costs, no mailing costs and if you decide not to
design it yourself, those costs are minimal.
As with most marketing initiatives, E-newsletters require planning and consistency.
Planning Your Newsletter
- Create an editorial calendar so you know what topics you will cover in advance.
- Start an ideas file so you have easy access to articles, topics, etc for upcoming issues.
Designing Your Newsletter
- Incorporate Your Logos, Colors, and Fonts. Make sure your E-Newsletter corresponds
with your web site and provides users with a consistent brand experience.
- Include a Table of Contents (TOC). If your newsletter is longer than one page, provide a
TOC so readers can quickly scan the topics and go directly to the areas of greatest interest.
- Balance Text and Images. Using images to support your topic is a good idea, but because
many
people have images turned off, make sure your newsletter communicates equally well without
them. Hint: To test, turn off your images in your email client, send yourself a sample, and see
what it looks like.
- Leave Plenty of Whitespace. Don’t fill every nook and cranny of your newsletter with content.
Whitespace allows the eyes to rest between the various segments.
3 Tips to an Effective E-Newsletter
To make sure you give your E-Newsletter the best chance for success here are 3 tips:
- Make it Useful. People are bombarded with messages – what sets yours apart?
Give your clients a “what’s in it for them” action item. Whether it’s to sign up for
an event, print a savings coupon or read a new article – you want them to get
involved with the newsletter and make them feel like the content applies to them.
- Keep it Interesting. You are reaching people in their homes or offices while they
are online and have many distractions around them. Use whatever tools you have
to keep the information engaging.
Catchy headlines, more conversational language
may be used if appropriate. This is your chance to
get creative.
- Make it Simple. E-Newsletters are not the format for long winded articles. Think in
terms of short nuggets for information. Remember, you can direct users back to your
web site for more information.
E-Newsletters have so much potential. When done right, they keep you connected to the
people who mean the most to your business or organization while helping to drive repeat
business, new sales, event attendance, donations, and more.
Remember, MJ can design, write
and assist you with your E-Newsletter needs. We are just a phone call
or e-mail away!
- The MJ team
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