(PRWEB) June 12, 2013
The whole thinking behind e-newsletters is to build up an ongoing and personal relationship between a business and its customers. To do that it's important to give customers the type of content they’re going to want to read – primarily because it will be of value to them.
Such content could involve providing valuable advice, offering a special discount to subscribers; outlining a forthcoming promotion for a product they’ve already shown interest in etc. What the newsletter shouldn’t be doing is simply direct selling on a one-way basis, insists Gollan.
He goes on to point out other topics which make excellent e-newsletter content such as covering sponsorship opportunities or charity events the company or its staff are involved in, highlighting any recent press coverage, showing the results of a survey the company has carried out, customer stories and any other company news customers could potentially be interested in, such as the opening of a new office or new staff appointments.
The way the content is written has to be spot-on too, according to Gollan’s post Stop Selling: How to Correctly Setup Your Company Email Newsletter. That means lively, upbeat, chatty and short - no-one has the patience nor the time these days it seems to want to read through screeds of text on a screen, added Gollan.
Bullet points and sub-headings are a must and design-wise photographs, videos and fun graphics will always make an e-newsletter easier and more compelling to read. Technology these days means it’s easy and inexpensive for a company to record its own videos, while professional photographs can be found on Pinterest, Photo Pin and Flickr.
And don’t ever forget to thank subscribers for continuing to give their valuable time by reading the e-newsletter, insists Gollan.
He added: “Basically, what you’re doing in your e-newsletter to customers is an online version of meeting up with an old friend for a catch up. And for that reason alone you should always use their first name on the e-newsletter rather than addressing them formally as Mr and Mrs. It’s so much friendlier.
“The conversational style of your writing also emphasises this friendliness angle, especially when you start asking your customers for their opinion and encouraging them to take part in your surveys etc. This has a twofold benefit of giving you information for market research purposes and makes them feel you’re interested in them and what they think – just as a friend would be.”
Gollan also advises keeping the ‘personal’ aspect in article headlines by using words such as ‘you’ and ‘your’ to ensure subscribers click on them and, better still, upload the articles to their own social media accounts.
Another reason subscribers should have for opening a e-newsletter is because the content isn’t available elsewhere - such as on the web or in print form. In other words it’s exclusively for them, not just anyone who happens to click onto the company’s webpage or social media accounts, says Gollan. This could mean a free guide to download for instance, or a 10 per cent discount off a new range of goods the company is about to introduce.
When it comes to layout and the way to set up a company e-newsletter effectively it’s an idea to stick to a regular template such as the intro followed by a blog article, then a ‘thank you for reading’ message followed by a reminder of how customers can keep in touch via social media platforms etc. The last page should be a teaser for the next newsletter with a sales preview or a hint at new stock arrivals etc, says Gollan.
In addition, get the customers to look forward to opening the e-newsletter by sending it on the same day and at the same time every month.
In summary then, Gollan advises e-newsletters should be personalised to the customer and of value to them, as well as written in a conversational tone. Heed the tips mentioned above and watch customer email lists soar.
For more ideas on creating clickable e-newsletters and ensuring customers come back for more see caseygollan.com.au
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