I am a big fan of newsletters, especially high quality email newsletters and have enjoyed great success from the Next Marketing ones.
From an ‘outsourced marketing department’ perspective, most of newsletters that I get involved with for clients are external document sent to customers or other prospective and or interested parties.
Trying to figure out if a newsletter program is right for your business? Here are my top three business outcomes that newsletters can ‘tick off’ -
Increase brand awareness - being top of mind in the eye of your target audience
Generate sales – being in the right place and top of mind when a client is ready to buy from you
Encourage a specific action – such as downloading the latest Next Marketing eBook
If you have a newsletter program within your business, here are some tips to take it to the next level -
Newsletter writing should be concise, crisp, informal in tone of voice as well as conversational. Newsletters should provide a nice blend of facts, updates and light entertainment.
Newsletters should be around 500 words and contain multiple items to hold the readers interest. Break up the text into as many paragraphs and stories as possible.
The world is your oyster here!
Newsletters are flexible and can contain content such as -
- Topic articles
- Industry updates
- New products
- New people in your organisation
This is critical. To preserve your credibility with readers, avoid too much self-congratulatory or overtly promotional material. Select material that has impact and relevance to your readership in favour of platitudes and clichés.
Got any of your own newsletter tips? Please share here.