Email newsletters are a time-tested way of sending clients and company employees news about the company. They may provide information on changes within the business, or advertise new products and ideas. The concern, however, is whether or not the recipients will read these e-newsletters. Business owners should take extra care to make sure their e-newsletters are visually appealing, easy to access and interesting to read. Here is how to create a winning company e-newsletter to improve marketing efforts.
Find Your Audience
The first question one needs to ask before designing an email newsletter is: “who is my audience?” The content and look should reflect whoever it is you are sending the newsletter to. Of course, if you understand your audience, you can create better e-newsletters. This will give you an advantage in engaging specific clients and business leads while ensuring that your efforts are not going to waste.
Plan Out Your Content
Once you have your audience targeted, you need to find the content that will comprise the main bulk of your e-newsletter. This can range from interesting posts you want to share to news about developments in your company’s industry. It’s important that business owners plan out what content they will include and schedule it accordingly to avoid any last-minute delays.
Limit The Amount of Promotion
Although e-newsletters can be a powerful tool for e-marketing, they should be used in this regard with caution. Nobody wants to read an email littered with self-promotional advertisements. The key here is to strike a good balance between promotions and actual content; about 10% promotions and 90% content should be a good guideline for most business owners.
Make It Visually Appealing
Make sure your newsletter is pleasant to look at. Choose fonts that are easy to read and colors that are comfortable to look at on a computer screen. Include images to engage readers, and design a header that will grab their attention the moment they open the email. Also, it’s extremely important to avoid clutter. One might be tempted to include as much content as possible, but it’s difficult to discern what to read first when everything is mashed into one large mess of font. With a visually appealing e-newsletter, customer will be more inclined to read the content you have put together for them.
Choose How To Send The E Newsletter
Once you have your e-newsletter designed and ready to move, it needs to be sent to all of your contacts and clients via email. This should be done in the most efficient way possible. Small businesses may be tempted to use any free email provider like Outlook or Gmail and paste their list of contacts onto the BCC section, but this is time consuming and it can make your emails look somewhat unprofessional. A preferable method is to use a dedicated web-based tool for sending newsletters like Getresponse and Mailchimp. These providers allow one to send out newsletters in HTML form to preserve their formatting, and they even provide attractive templates for creating them.
An e-newsletter can be a very effective tool for maintaining relationships with clients and sending out new information about your company. Given the time and effort it can take to create them, business owners should use the tips provided above to send out a newsletter that best reflects their company and engages readers effectively. Certainly, when done properly, creating a great e-newsletter is a highly useful marketing strategy.
Image from http://ec.europa.eu/finance/newsletter/index_en.htm