About Newsletters...

Newsletters can be a highly effective marketing tool, and, if done well, your customers will look forward to them.

So, you ask, how do I create success with a newsletter? Let's break it down.

General Overview

• For starters, the content must be interesting, and relevant to your market. What do they care about - what do they want to learn? It's a great idea to ask your readers what they want to see.
  
• The subject lines should grab the reader's attention.
  
• The typeface in the body of the message should be easy to read.
• The overall look and feel of the newsletter should mimic your website or your literature. You want the reader to recognize who is sending it.

Get Permission

• Your newsletter will be most effective if those receiving it actually want it. You need to ask for permission before adding a recipient to your list.
• If you operate a brick and mortar store, ask for permission in person. Can you add the customer to your database? Will they provide their email address? Do they want to receive your newsletter? You will get a warmer reception if you let the customer know how you will use their information.
  
• If you are asking permission online, here are a couple of options...
  
• The first is a subscription option on your website homepage. The Johny Henry website has a good example (they also have a good newsletter for your reference).
  
• The second is to include sign up options in any "interaction" with your market. For example, if a customer orders a product online, as part of the process, include a section where they are given options which may include...
• Newsletter, please confirm subscription
• Special offers and promotions, please confirm subscription
• Special In store events, please confirm subscription
• I do not wish to subscribe at this time

• NOTE: When people do subscribe online, entice them with a call to action in the responder. For example, the response might read, "Thank you for subscribing to the (Insert your company name here) Newsletter. As a special thank you, we have included a coupon for $10 off your next in-store purchase of $50 or more..." Not a polished example, but you get the idea.

Frequency

• There is no steadfast rule for Newsletter frequency - you will need to conduct tests to find out what works best for you and your market (see Willie's previous blog Testing 1,2,3). A good determinant is the content....is it there? If not, then it's not the time to hit send.
• It's important to set a consistent schedule, preferably on the same day and time each week or month. In spite of the previous point, we recommend that you do not extend the frequency past monthly... today's consumer has a short attention span and a cluttered inbox. You increase the risk of being forgotten if you leave too much time between newsletters. Make sure your content is there at least monthly.
  

A Great Example

I receive a particularly great newsletter at the beginning of each month... it always arrives at the same time, and I look forward to it.

So what makes it so great? It's visually attractive and easy to read. The content is always highly engaging, and, they have the determined the perfect frequency. When you sign up with them, you are asked whether you want to receive emails from them, including their newsletter, so permission is sought and granted.

An interesting observation I've made is that, after each "issue" is released, people actually talk about it... you know you've got a successful newsletter when it's the topic of water cooler discussions!!

You, too, can create your own great newsletter... can we help?