Have you ever wondered why or how to start an email newsletter?
Having one would be beneficial to your company. And, yes, they are straightforward to implement. Some companies have found such success with email that they have cut back significantly on their spending on traditional forms of advertising. So, if you want to save money and boost productivity, follow these steps.
THREE FACTS ABOUT EMAIL NEWSLETTERS THAT YOUR COMPETITORS MAY ALREADY KNOW
1) Financial Consequences
Compared to other, more conventional means of reaching out to customers, email newsletters are cheaper. An email marketing plan can significantly enhance cost-effectiveness measures (CPL, CPS, etc.). Email marketing has been demonstrated to have a 40% ROI, with search coming in at 28% and direct mail at 18%. Proprietor Steve Silver started with a clipboard and 50 names in front of Pearson’s Wine & Spirits and has since grown the list to over 10,000 people, which is responsible for all of the company’s sales and has completely replaced its previous advertising budget.
Constructing Individual Connections
Email is a private medium in the same vein as the telephone. For a good reason, we guard our inboxes with our lives. We own this place. An invitation to come in or return is a form of communication that is considerably more intimate than a billboard or a postcard. As long as you don’t abuse it, staying in touch with your clients and potential customers through email is an excellent method to build relationships.
Third, a loop of feedback and quantified responses
In contrast to more traditional interaction channels, the Internet makes monitoring and analyzing consumer preferences much more accessible. Follow-ups and responses can be handled quickly and easily by email. Companies can quietly get research information they would otherwise have to ask for or purchase by keeping track of customers’ browsing and purchasing habits. Information gathered in this way can be used as a springboard for fine-tuning the sales process to the individual customer level by revealing which subjects, messaging, and offers appeal most to your target demographic. Given the limited nature of available sales resources, any gains in productivity like this are welcome.
SEVEN TOP-SECRET COMPONENTS
One, don’t be afraid to be erratic.
It’s fair to say that publishing a newsletter monthly or once a week is no easy feat, and that realization might be daunting. Put the monthly agenda (but not the newsletter) in the trash. You don’t have to create a new issue every month unless you’re running a magazine. The goal is to get in touch with potential new clients. If you can manage to send once a week, great; otherwise, send whenever you like it. Being surprising increases the likelihood that people will notice you. This is especially true if the message you eventually convey is worthwhile enough that recipients will keep it around for future reference. An interested reader is much more valuable than a passive one.
Second, don’t encase your puzzles in a cloak of secrecy.
Human and automated programs filter emails based on the subject line. Use care while writing subject lines if you want your messages to read. Don’t drag it out. Simple is best. Clarify it for me. Despite their apparent effectiveness, clever subject lines may backfire by reducing click-through rates since recipients may perceive they were duped or deceived into reading the email. Something like “July Newsletter: On the subject of subject lines” works well. Avoid using exclamation marks “!” (particularly multiples!!! ), as well as the words “free,” “sale,” and “guaranteed,” to get past today’s rigorous spam filters.
3. Compose summaries, not tomes.
There’s a certain allure to the silent, powerful kind. A newsletter limited to one page is not only acceptable but encouraged. Should they read it or put it away? Send one article per week instead of four at the end of the month. Just say what you must say, link to relevant material, and move on.
Don’t drive your marketing efforts.
Avoid the spam folder by providing helpful information rather than overt advertising in your newsletter. Newsletters should be written in a journalistic style, not a sales pitch. Subtle salesmanship is acceptable since it is your newsletter; ensure the information is relevant, timely, and informative. If people still click on your newsletter months after you’ve sent it, you know you did a good job. Local and industry news reporters are typically freelancers searching for work, so they will jump at the chance to write concise, helpful pieces for you.
5. The Value of a Good Photo.
Email, in contrast to printed materials, requires less pixel density. Any digital camera (even one on the phone) can be used to create high-quality photographs for your newsletters; all you need to do is attach a link to the image or logo from your website. Take pictures around the office, maybe of the building, the assembly line, or the president eating lunch at the company picnic. Email newsletters benefit greatly from genuine, candid photographs rather than staged corporate brochure photos or expensive stock photography. If you really must have an image of a rainbow or a fire engine, you may locate stock photos online for less than a dollar which will suffice for most purposes.
Six, have Google create your news article.
Use the breaking news alert function on http://www.news.google.com to stay abreast of developments in your field. To sign up for email updates on a specific topic or industry, visit the site, click the News Alerts button in the navigation bar, and input your topic of interest, initiative, desired update frequency, and email address. You may use the emails that Google sends you when newsworthy events occur as fodder for your newsletter; save them to a folder (or have Outlook create one automatically) and use the stories and links as you see fit.
7. Ability in design is discretionary
Creating a professional-looking document to send out to your (now targeted) email lists doesn’t require you to be a graphic design pro. Aesthetic and analytical needs are met by software like Politemail, which provides themes for the Outlook email newsletter medium.
In conclusion, newsletters sent via electronic mail are a cheap and efficient approach to maintaining contact with your clientele. You’ll be doing data collection in addition to information provision. Email response tracking and measuring features allow studying your clients’ themes of interest, product preferences, and actual purchasing patterns. You can learn a lot more if you start right away.
Bootstrap Software Parners, LLC was established by Michael DesRochers, who also serves as its CEO. You can read a full biography about it.
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