How to Make Your Email Newsletter a Must-Read

email marketing

email marketing

Creating an email newsletter in SA

At a first glance, the decision to publish an email newsletter in South Africa may appear pretty easy. You may be thinking "all of my competitors out there have email newsletters and therefore, I too am going to need one." Next you'll start thinking that because their email newsletters operate on a monthly cycle, yours is also going to need to be monthly. They also utilize HTML as the base platform for their email newsletter; so of course, yours is going to need to look the same. This way of thinking is not necessary however, and many first time email newsletter publishers make this easy mistake. Remember, launching an email newsletter, just because your competitors are and you feel you need to keep up, is not the right reason to publish at all. To craft a product that the customer is going to enjoy reading and feel the urge to pass on to friends or colleagues, you'll first need to invest time, money and a whole lot of energy. You need to be aware that before you embark on constructing an email newsletter, you must plan to create one on a regular basis for the foreseeable future. You're Mission Email newsletters can be used to promote, supply information or help foster relationships. Regardless of whichever type of content you choose, you need to let the reader know about your intentions and direction for the publication, and then stick to your guns on it. Consistency is key. If you're going to promise an email newsletter that's all about news and information, don't simply fill it with email marketing advertisements or sales promotions. Newsletter Content Your readers are going to be looking for practical, interesting and useful information. For example, did a company increase its profits by an extremely large percentage compared to last year? This is worthy of your email newsletter! The news can be promotional! You can also use your email newsletter to build a strong relationship with clients. Let's say calls are coming in about issues with a certain product, well now you've got a platform to discuss this problem and the solution in an upcoming email newsletter. This is a great situation; as not only do your customers see that someone is interested in their well-being, but also the number of support calls will drop. Social Email Newsletters Your email newsletters also have the option of being informative. You're able to discuss the ways in which a new technology may affect your customers or the business itself. By providing people with honest information like this, you'll be delivering a better service, and it'll help to generate more revenue for the company. You can also split the content across two or three email newsletters; it's a good way to keep the readers coming back for more, if you have a large amount of content at hand. Make sure the information has room to breathe. How Frequent? Once you have your mission and content all figured out, the next step is to look into how regularly you want to publish your email newsletter. You'll need to send your email newsletter out on some sort of schedule, so that readers can anticipate when the next one will arrive. There's a balancing act that needs to be followed, publishing too frequently may risk losing the readers interest and they may start to view your email newsletter more as spam. However, publishing too infrequently will mean that the customer forgets your email newsletter even exists, and its relevancy disappears. Start slowly, make sure you have enough allocated time to correctly put the energy into your email newsletter; make sure it's a really good read, maybe quarterly or bimonthly. Metrics A distinct advantage of an email newsletter over a physical print version is that you're able to keep a firmer grasp on the metrics. With a print newsletter, you can never be sure if it's getting thrown away or spread around. You'll easily be able to see just how many of your email newsletters were received by people, how many bounced because of incorrect or bad email addresses, how many people opened the email newsletter, how many forwarded it along to their friends and more. These services are also useful when handling people that want to unsubscribe, making sure you go about it in a sensible manner. Due to the importance of these metrics, it's utterly vital that you find a good email service provider for your email newsletter, such as Total Send. The Reader is King Above all, remember you must know your readers. Don't ever take them for granted, find out what they are interested in, what they want to read about. Invite readers to respond to you, ask their opinions -- get feedback and information about what it is they want to gain from your email newsletters. Make sure the readers become familiar with the editor of your email newsletter. Make sure there's personality shining through in the writing; by making it engaging and enjoyable to read, you're far more likely to build a trusting relationship with your readers Make sure you appreciate their time; if your email newsletter can't be read within around five minutes, it's likely heading into the bin. People are busier and busier these days, and attention spans are getting shorter and shorter. Make sure your email newsletter fits into their pocket of free time.