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The Purpose Driven Newsletter |
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Written by Jeff Paro
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Tuesday, 24 June 2008 |
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Getting someone with a need to know like and trust you is purpose of all marketing. Therefore all our marketing efforts should support one of those causes.
by JeffParo
Getting someone with a need to know like and trust you is purpose of all marketing. Therefore all our marketing efforts should support one of those causes.
Newsletters can help create product evangelists by building a bond with your product users. Newsletters represent independent and niche viewpoints, often untainted by the pressure of corporate sponsors. One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses.
Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. You want customers to know as much about your products and services and your firm as they possibly can. Newsletters are great not just for customers, but also for getting employees, distributors, commission sales reps, the media, and other third parties excited about your firm.
Properly designed, content-filled, and distributed, newsletters are the only marketing tool that can simultaneously: contact customers with news and valuable information, provide new leads, position you as the local market expert and nurture leads until they are ready to buy. And, if you use an online newsletter, you can add two more benefits. Email newsletters let you maintain a relationship with your customers and supporters that has residual value far beyond their visits to your website. E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.
What kind of content goes in your newsletter, really depends on what your objective is. If you take the time to create useful content your list and readership will grow year after year. It is important to point out that your content should be targeted to your ideal prospects' preferences and reading style. One of the best ways to determine their style and preferences it to ask them. In fact, some newsletters will include a fair percentage of content derived from reader feedback.
Other than writing your own content, you can get your own unique content the quick and easy way by organizing an interview with an expert or leader in the topic. A weekly or monthly newsletter is the preferred frequency, and 'how to' and product information the top content areas requested.
How often you send out your newsletter really depends on the amount of time you can commit to its creation and the type of newsletter you want to publish. If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if you have a very short "weekly tips" style newsletter then once a week is appropriate. Use your judgment and be sure you are delivering value in the eyes of the client. Don't email bomb them.
The design of your newsletter actually determines its effectiveness. Use highly contrasting colors to avoid having the colors blur together. In addition, use a summary of topics. I use an "In this Issue" section at the top of each newsletter.
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Last Updated ( Wednesday, 25 June 2008 )
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