Your Newsletter: 13 Tips to Revitalize, Revamp, and Renew It

 

While a newsletter may not seem as exciting as all the good press about social media, it still has a great place in your marketing strategies. As a matter of fact, it is a terrific boon when used with social media campaigns to keep your readers on top of your news.

Benefits: Reaching Out, Following Up, Making Announcements.

Newsletters still are a marketing staple for both profit and nonprofit organizations. They are such an easy way to reach out to your clients, send information to prospects, and let the world know what’s happening at your “business” home.

Your newsletter keeps the follow-up process alive and well, and is the connection for continuous contact. Also, as your business grows and changes, your newsletter reflects where you have been, and where you want to go with your customers.

Tips for Adding Tempting Content

Use these 13 tips to re-vitalize your content, and put out fresh ideas to your readers!

Tip 1: Add blog links to your newsletter.

If you write a blog, use your newsletter articles to send readers to your blog and website. Remember, not everyone reads an on-line blog all the time.  We all need gentle reminders.

Tip 2: Keep your main focus on a few points. Customize special items for specific readers.

Most of us think that the same content to everyone is the way to go.  Other marketing gurus are saying to send a few different types of newsletters, depending on your audience.  For both of them, have some content that applies to all audiences, and earmark special items for your various audiences.

Tip 3: Send readers back to your website.

If you have case studies, white papers, videos, and articles on your site, have a special box for all newsletters to refer readers back to your site for different content from each newsletter.

Tip 4. Use newsletters with landing pages for special offers.

See my post on Advertise Yourself – Part 2: Use Your Newsletter and Landing Pages to Convert Browsers to Buyers to glean some new ideas to bring buyers into your space. For example, you may want to send a few special items to prospects, without including your current customers.  As a matter of fact, my favorite Marketing Maven, Marcia Yudkin (www.yudkin.com) suggests creating a low-cost, low risk offer for new customers, and testing it by including it in your next newsletter.

Tip 5. Make it personal.

Write about your business experiences, your clients, and your industry (commentaries on your industry are always fun to write and even more fun for your readers to see). The news can be formal, or informal.

Tip 6: Write about your community involvement.

If your company has a pet charity, promote your efforts in your newsletter. It’s a great ice breaker for conversation, as well as promoting the organization and your good will with your participation. Definitely add a link to their website, and name names of people they can contact for more information.  Name names of the influential folks there for your readers to get the inside track on the charity.

Tip 7: Include your social media links.

If you use twitter, LinkedIn and Facebook, give your readers your links in every newsletter to find you.

Tip 8: Spotlight any Upcoming Events

 

Are you doing a seminar, teaching a class, appearing on TV or radio in the near future?  Tell your readers your story about the “who, what, when, where, and why.”   For example, I have a client, Peter Dobler of Dobler Consulting, who is offering a new technology training curriculum because he knows there is a void in the market for his training materials. He is including his upcoming course in his newsletter.

Try weaving a short story about the why behind the happening. It shows your human side, can be your funny side, or the side that wants to grow your business in a new direction.

Tip 9: Ask your readers to forward your newsletter.

Ask your readers in your newsletter to forward it to any colleagues or friends they think will enjoy your thoughts. Us your email marketing tools to incorporate a “Please forward this newsletter . . . “ note in every newsletter.

Tip 10. Always include a call to action.

Sprinkled inside, or at the end, include a request for your reader. You want your prospect to make a purchase, contact you, come to your website, your store, or call you on the phone.

For fundraising newsletters, your calls to action will likely be more like “Donate Now” or “Volunteer Now.”

Add a call to action in at least one place in your newsletter.

Tip 11. Get information to readers quickly.

 

Your subject line, heading, and subheadings make life easier for readers who are rapid readers. They will be able to tell in a quick glance what’s of interest to them. 

Tip 12.Use headlines, subheadings, and a subject line to capture interest, and set expectations.

The headlines and subheadings are where people look first to decide whether to stop and read. (I bet you skimmed the subheadings in bold before deciding to read this article, didn’t you?)

Your subject line will reel them when it hits them in the right place emotionally. The subject line helps your readers decide if they wish to open your carefully constructed newsletter. Make it captivating, with words like: “Expand”,  ”How You Can Save (or Get”), “20% Discount This Week Only.”

MailChimp, who is an email service provider, has a completely different take.  They suggest you consider different kinds of titles if you are not offering a promotional email.

Tip 13. Use email service providers.

These providers have advice, templates, and the right mechanism to connect your newsletters directly into Facebook and twitter. They all help newbies, as well as experienced email newsletter writers.

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Please share your newsletter successes with us, and write what made your readers sit up and take notice.

Image 1, courtesy of:  Web Business Agenda

Image 2,  courtesy of: Newsletters for Business

Image 3, courtesy of: English for E.O.I. Students

 

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