Do you keep in
touch with your current and previous clients? Are you building an email list of
your potential customers? What about those prospects that you've been meaning to
contact... do you feel a little awkward cold-calling them?
Having your own
opt-in, permission based electronic newsletter might be the answer. It is one of
the most effective marketing tools you can use, because it is fast, personal and
inexpensive.
Many small
businesses are using email newsletters to introduce themselves to new customers
and to communicate with existing ones. By sending useful information on a
regular basis, you maintain constant contact without being annoying. In
addition, an email newsletter can enhance your credibility and increase sales.
Following is some
advice to help you with the basics of producing your own newsletter.
Creating an
Email Newsletter
Producing your
newsletter doesn't have to be a monumental task. First, decide on the frequency
of publication. This is based on how much time you have to do the work.
Publishing it monthly or quarterly is probably a comfortable pace for both you
and your readers.
Next, produce a
graphic design for your layout. Many email list management companies provide
online templates for their customers. You simply type or paste in your
information online, and an HTML or text-based newsletter is automatically
created for you.
Now it's time for
the content of your newsletter. Concentrate on topics that your readers will be
interested in, not only the ones that only you find fascinating. Try to use
real-life applications.
For example, you
can describe past successes and maybe even interview a customer or two. This
way, you tell your audience how you solved a problem that relates to them and
convey that you are a results-oriented professional.
The 12 Tips
Here are some
ideas for successful email newsletters and campaigns:
1. Do not
purchase, trade or borrow an email list
Sending email to
people who have not specifically requested to receive your mailings (opting in)
is almost always regarded as spam.
2. Make
signing up and unsubscribing easy and visible
Add a sign-up
form to your home page or link to it and ask your customers whether they would
like to sign up when you speak with them in person. You may want to ask
subscribers only for their email address, first and last name, and one or two
other questions such as their interests. This will allow you to target future
mailings.
3. Use
double opt-in registration
There are two
standard methods for online registration, single and double opt-in. Double
opt-in is the preferred method, because it requires confirmation.
4. Link to
your privacy policy
Place a link to
your privacy policy near your list sign-up form. Your policy should describe how
you handle the information you collect and how people can contact you in case
they have any concerns or questions.
5. Send a
welcome message to each new subscriber
Once someone
subscribes, send a welcome message immediately. Include a description of what
they will receive and how frequently, and how to unsubscribe.
6. Keep
accurate sign-up records
Sometimes, you or
your Internet service provider (ISP) will get a spam complaint from someone who
forgot they subscribed to your list. Keep accurate records that include the date
and Web address from which they signed up.
7. Ask
your members to opt in again if you are using an older list
If you have not
sent a mailing for a while, ask subscribers to indicate that they want to stay
on your list by sending you an email, clicking a link or visiting a Web page.
8. Remind
people that they subscribed
Include a
standard heading each time you send a message. A short note such as ˇ°Thank you
for subscribing to our newsletter, Mary,ˇ± will remind recipients that they
requested your mailings.
9. Avoid
certain terms in your subject line and message text
If your message
contains words frequently used by spammers, people will delete it and possibly
file a spam complaint. ISPs often filter emails with suspicious subject lines;
also note that it is illegal to use deceptive or misleading ones.
10.
Include your physical address and phone number
Put your phone
number and postal mailing address in your message. This allows readers to
contact you to place an order or inquire about your services. In addition, new
federal legislation requires physical addresses on commercial email
messages.
11. Send
your mailings regularly
Keep in touch
with your subscribers frequently so they don't forget they signed up to receive
your mailings. They will begin to anticipate your messages if you adhere to a
schedule.
12. Reply
promptly to each inquiry or spam complaint
When you receive
an inquiry or a spam complaint, respond to it as soon as possible. Always
include the subscriber's sign-up information with your response.
Following these
simple suggestions will help you retain your subscriber base, which is
fundamental for a thriving permission-based electronic newsletter or outreach
campaign.
If you are are looking for a solution for your email marketing, newsletter marketing, mailing list management or email tracking, we recommend Nesox Email Marketer.
Click here to learn more about Nesox Email Marketer.
