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Friday, April 13 2018
e-mail Newsletters: 5 Best Practices For Your Business

e-Mail Newsletters:
5 Best Practices For Your Business

By Glenn Fallavollita, President - Drip Marketing, Inc.

  • Word count for this issue: 487
  • Approximate time to read: 1.9 minutes (@ 250 words per minute)

Are you thinking of creating a company newsletter or do you already have one? No matter what your situation is, you should put a little bit of a strategy behind your newsletters. This is especially important since people spend 20% of their day looking at their inbox. 

#1: Define Your Newsletter’s Goal or Purpose?

Remember, if you cannot determine a newsletter’s objective, you will never know what is working. Here are some goals/objectives of a company's newsletter (which changes everytime you send a campaign): 

* To educate someone on a particular subject?

* To showcase a client?

* To promote a new product/service?

* To announce a new salesperson or system upgrade?

* To stay top-of-mind with your prospects?

#2: Make Sure Your Content Needs To Resonate With Your Target Audience.

Sure, you can blast a generic one-size-fits-all newsletter but if your main purpose of sending one out is to say “BUY FROM ME!,” your open- and click-through rates will be below average at best.

Conversely, you are much better off saying, “Read this valuable information as it can help solve a business problem for you.” Sending relevant content will be your key to success.

#3: Always Grow And Update Your Databases.

One of the best things you can do is grow/update your marketing databases. If not, your open rates will flatten out over time. 

#4: Use Proper Formatting.

Nothing could be more boring than a white background and a wall of black text (I see it all the time). If you want to attract a reader, break up the copy with sub-headlines, bullet points, and brief paragraphs. Additionally, people read top to bottom and left to right. To help the flow of a newsletter, it’s in your best interest to add pictures, videos, and colors to engage a reader.

#5: Add A Low-Risk Offer To Help Someone Learn More.

To help a prospective buyer take the next step in the buying process, go back to my first point and remember what your goal(s) or objectives are for a newsletter. Are your goals to:

* Direct a reader to a specific page on your site? If it is, highlight a hyperlink to that page.

* Want to promote a special whitepaper or company overview? If it is, highlight a hyperlink to download that guide (or a landing page on your website).

* Want to get a client or a referral source to refer you or your business? If it is, add a one-click button that directs someone to a “refer us to a friend” page on your website.

Executive Summary: In your e-newsletters, as with all other e-mail marketing campaigns, keep your message on track. If you are yelling “BUY, BUY, BUY” or “LOOK AT THIS OFFER” you will disengage readers faster than you will engage them.

Posted by: Drip Marketing, Inc. AT 06:30 am   |  Permalink   |  Email