Newsletters are a great way to keep in touch with your customers and stay “top-of-mind”.
All savvy marketers use newsletters. Why? Because they can help to build relationships with customers and potential customers. A regular newsletter from you will keep your business in the mind of the customer so that when they come to the part of the buying cycle where they’re ready to buy, they’ll think of you.
What’s more, because all newsletter lists have to be “opt-in” lists, all of your subscribers are qualified leads so you can target your message more easily.
The down side
There is a down side to sending regular newsletters. In fact there are two. The first is that they are labour intensive. Someone has to spend the time thinking of something to write and then they have to write it.
The second is that if the content is not relevant, clearly written and interesting, it won’t get read. It’s a real challenge to send a regular newsletter with fresh, interesting content.
The solution is to engage a professional copywriter to write the copy and to advise on new and interesting topics to include in the newsletter. Newsletters are wonderful marketing tools so don’t throw away your investment in managing your list by sending out a humdrum publication that no one is going to read. Make the most of this opportunity to speak to your target audience. Contact The Copywriter Online to talk about your newsletter today.
Paper vs email newsletters
There are pros and cons to both. On the pro side, e-newsletters are cheap to send and cheap to put together; the major con being that they won’t reach customers who don’t have email.
The pro side of paper newsletters is that you can reach people who don’t use the internet and paper is easier to read than a computer screen. The major con here is cost. They can be very costly to produce and also to send.
A few e-newsletter tips
Make sure you have a great phrase for the subject line. “My company newsletter Issue No 4” just won’t cut it. Take the lead story and use that in your subject line. If you don’t, your newsletter may just go straight to the recycle bin!
Don’t make your newsletter too long. People don’t mind scrolling a bit but don’t make it longer than a full screen page and a half and don’t send it too often. We’ve received many interesting newsletters. Some which we really like to read but they come everyday or every week and we don’t have the time. In our view once every 3-4 weeks is an ideal frequency.
A few paper newsletter tips
Don’t make it too thick. People don’t have time to read another magazine. Many businesses think they are “adding value” by putting irrelevant, general interest items in their newsletters. They’re not. What are they are doing is making the relevant information harder to find and increasing the likelihood that it won’t be read.
Put an easy-to-follow table of contents on the right of the first page. Put some advertisements in for your own products or services as well as the articles and include response devices in them.
Take the pain out of your next newsletter and improve its response rate by letting The Copywriter Online write it for you. Contact us today!