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Added for You - 10 Must Haves for a Successful E-Newsletter
How many times have you sat in a conference room listening to your fearless leader drone on about one initiative or another and you wonder who put this bozo in charge? How many times have you walked by the guy who is perched up at his desk gloating over his latest promotion and you think someone put this bozo in charge?Well, you are not alone. Many people who work in organizations where the hierarchy is very organized can pick out quite a few characters who they think would be better off shoveling hay than leading any sort of team. As onlookers we tend to be rather critical of others flaws and in many cases see us much more suited to the job than they are. After all, we went to a better school, had a better internship, have worked here longer, and are all around a more likable person right?But, if you really step back and look at what these bozos are doing and then do a comprehensive audit of yourself, you may find the reasons a bit more clear. So, if you are one of those people who think your position in your company is someone else's fault or that someone else is to blame for the fact that you are not where you wanted to be, then I recommend taking the following steps to getting where you want to be.1. Assess the big picture. Do you really like your job? The Company? Is your discontent over the f
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharma
Marketing and promotion expenses are one of the bigger outflows that you need to contend with. From the start you should be thinking about putting aside cash for marketing and promotion expenses on a regular basis. If you manage it properly, your marketing and promotion expense is more of an investment than an expense.When you start planning your marketing and promotion expense, you should think about tracking every dollar that you put in. Not every campaign you run will be a winner, but you should be able to track it nonetheless. That's the trick to managing your marketing and promotion expense.The tracking is key because there is no one sure thing. There is no one thing that works 100% of the time. If you want a sure thing get a job. When it comes to marketing and promotion, you need to try a lot of different things.When you think about your marketing and promotion plan you should aim to have three, four or five balls in the air at once. Have three, four or five different marketing vehicles going at the same time. Out of the five things that you do, one will wind up being a huge winner, one will be a complete failure and if you're lucky, three of the five things will be mediocre.The key thing to think about when you are choosing your different marketing and promotion activities, is that not all five of them
The following pages contain a list of ‘must haves’ from the beginning to the end of your newsletter, and everything in between.
First and foremost, your E-Newsletter must have a:
1. SUBJECT LINE
Your newsletter’s headline, otherwise known as the subject of the e-mail, is responsible for 50-75% of its success. Other than whom the e-mail is from, it is what your reader sees first. Without a successful headline, your e-mail is destined for the trash can and you’ve missed a golden opportunity to reach clients and prospects with your message.
Writing a good headline is tricky and something people spend years learning and practicing. That being said, there are a few keys to a successful headline that I’d like to share with you.
● Appeal to your reader’s self interest. Provide a benefit to your reader and make it personal to your audience of clients and prospects. Example: “10 Ways To Increase Your Portfolio Earnings Overnight.” This type of headline might work for a financial investment firm, or an accountant. A headline can be tailored to any industry and what your readers are interested in.
● Make it Newsworthy Headlines using the words ‘new’, ‘now’, ‘finally’, ‘announcing’, and ‘latest’ give the reader a sense of newsworthiness. “New Soil Conditioner Increases Plant Life By 10%.” This headline is both newsworthy and it appeals to the reader’s self interest-assuming that the newsletter is going to clients of a nursery, florist and the like and not to an automotive repair shop!
● Appeal to the reader’s emotions. Fear, Pride, Insecurity, Curiosity, Love, Happiness, Boredom, Laziness, and Altruism are among many of the emotions that you can use to motivate your reader to open your newsletter. “How To Ask Your Boss For A Raise,” would be good headline for a staffing company. It appeals to the reader’s curiosity. Another curiosity driven headline might be “10 Questions You Should Never Ask A Prospective Client.”
One last thing to remember about Headlines: make them believable. Nothing gets deleted faster than an outrageous and unbelievable headline.
2. VOLUME NUMBER AND A DATE.
It may seem obvious, but one thing that is consistently overlooked in E-Newsletter publication is the volume number and date. Every newsletter that you send should have a volume number and a date to be consistent. Consistency is key to establishing yourself and your company as a reliable and credible source of information and the kind of company that your customers will return to time and again.
Additionally, by providing a consistent publication date, and volume, you give your readers a method to archive and/or search when they’re hunting through old issues for the amazing content that you’ve supplied them.
By organizing your newsletters by volume and date, you also make it easier to track each issue’s effectiveness.
3. THEME
Each newsletter that you put out to the world should have a consistent theme running throughout. Regardless if you have one article or ten, they should be linked with your theme-and your theme should be referenced in the headline.
A doctor’s office might run an issue with the theme of fighting the flu just before flu season. The newsletter might contain articles pertaining to it like diet, supplementation, and inoculations etc. Similarly, they could offer a theme on allergies in early spring.
A restaurant might highlight specific ingredients, time saving tips in the kitchen, or upcoming seasons and holidays. The articles could reference menu items or recipes that they use as a marketing tie in.
An Auto repair shop might address tune ups in one issue and preparing for summer vacations in the next. They could talk about braking-how to brake, different types of brakes, when to replace brakes, common problems with brakes etc…
You’re getting the picture. CPA firms, printers, transportation companies, every industry has a specific client population with specific needs and interests. If you have a new product, how that product integrates into your customer’s lives could be a theme-say a commercial construction company provides installation of a new type of roofing--there’s the theme for the newsletter. Themes are easy to come by; the trick is sticking to them.
4. INFORMATION
Your newsletter must contain useful information. Content Is Key! Even if your newsletter contains an editorial piece, you need to give your readers something valuable.
We’re a nation hungry for information. Non-fiction consistently outsells fiction in the bookstores and ease of information is in high demand. As far as information goes—Nothing Is Better Than Free, Helpful Information Delivered To You On A Consistent Basis!
According to an article recently published by the Newsletter & Electronic Publishers Association www.newsletters.org —“Publishers need high-value content to reach readers and advertisers. ……editorial quality is just as important for a free newsletter as it is for a subscription newsletter. ……advises publishers to talk with their user base at all times, survey readers and know their needs.
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharmac
Do you run a small business or a small team which needs to work together? Giving your employees embroidered apparel builds a sense of team spirit and camaraderie. In addition, it rewards your employees and shows them that they are part of something. If your people face the public, its another easy chance to show customers your name.The process that creates logo apparel is called embroidery. You may have not thought about this much but you very likely have embroidered apparel in your closet. That little sewn picture on your polo shirt is embroidery. Embroidery businesses exist in a variety of sizes. This is because of the investment needed. An embroidery machine capable of sewing 20 pieces at once is more expensive and complex to maintain compared to a machine which sews one piece at a time. For 1-100 pieces, a small company will give you the best price and delivery time. For 100 or more pieces, you want your quote from a “contract” embroiderer. Price and delivery depend on the machines that will be used, how many pieces can be sewn at once, and the location of the business.Buying these items is not difficult, but it does consist of multiple steps. Custom logo decorated shirts and caps are not expensive. But, these purchases do require some advanced thought and planning. To get the best price and product, allow at least o
● Make it Newsworthy Headlines using the words ‘new’, ‘now’, ‘finally’, ‘announcing’, and ‘latest’ give the reader a sense of newsworthiness. “New Soil Conditioner Increases Plant Life By 10%.” This headline is both newsworthy and it appeals to the reader’s self interest-assuming that the newsletter is going to clients of a nursery, florist and the like and not to an automotive repair shop!
● Appeal to the reader’s emotions. Fear, Pride, Insecurity, Curiosity, Love, Happiness, Boredom, Laziness, and Altruism are among many of the emotions that you can use to motivate your reader to open your newsletter. “How To Ask Your Boss For A Raise,” would be good headline for a staffing company. It appeals to the reader’s curiosity. Another curiosity driven headline might be “10 Questions You Should Never Ask A Prospective Client.”
One last thing to remember about Headlines: make them believable. Nothing gets deleted faster than an outrageous and unbelievable headline.
2. VOLUME NUMBER AND A DATE.
It may seem obvious, but one thing that is consistently overlooked in E-Newsletter publication is the volume number and date. Every newsletter that you send should have a volume number and a date to be consistent. Consistency is key to establishing yourself and your company as a reliable and credible source of information and the kind of company that your customers will return to time and again.
Additionally, by providing a consistent publication date, and volume, you give your readers a method to archive and/or search when they’re hunting through old issues for the amazing content that you’ve supplied them.
By organizing your newsletters by volume and date, you also make it easier to track each issue’s effectiveness.
3. THEME
Each newsletter that you put out to the world should have a consistent theme running throughout. Regardless if you have one article or ten, they should be linked with your theme-and your theme should be referenced in the headline.
A doctor’s office might run an issue with the theme of fighting the flu just before flu season. The newsletter might contain articles pertaining to it like diet, supplementation, and inoculations etc. Similarly, they could offer a theme on allergies in early spring.
A restaurant might highlight specific ingredients, time saving tips in the kitchen, or upcoming seasons and holidays. The articles could reference menu items or recipes that they use as a marketing tie in.
An Auto repair shop might address tune ups in one issue and preparing for summer vacations in the next. They could talk about braking-how to brake, different types of brakes, when to replace brakes, common problems with brakes etc…
You’re getting the picture. CPA firms, printers, transportation companies, every industry has a specific client population with specific needs and interests. If you have a new product, how that product integrates into your customer’s lives could be a theme-say a commercial construction company provides installation of a new type of roofing--there’s the theme for the newsletter. Themes are easy to come by; the trick is sticking to them.
4. INFORMATION
Your newsletter must contain useful information. Content Is Key! Even if your newsletter contains an editorial piece, you need to give your readers something valuable.
We’re a nation hungry for information. Non-fiction consistently outsells fiction in the bookstores and ease of information is in high demand. As far as information goes—Nothing Is Better Than Free, Helpful Information Delivered To You On A Consistent Basis!
According to an article recently published by the Newsletter & Electronic Publishers Association www.newsletters.org —“Publishers need high-value content to reach readers and advertisers. ……editorial quality is just as important for a free newsletter as it is for a subscription newsletter. ……advises publishers to talk with their user base at all times, survey readers and know their needs.
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharma
Ever thought about starting your own car dealership? Are you curious to know how you can build up a new business with only a couple hundred dollars to start? I am about to teach you a few tips that can make you very rich with your own business.Used car dealerships seem to be everywhere and they are always coming and going. There always seems to be just a few that stick around, while the rest come and go. Why are they able to stay in business while others fail?The dealerships that stay in business don’t grow too fast and, in most cases don’t have large loan payments from start up costs. You can be one of these. All you need is a few hundred dollars to start.Once you have a few hundred dollars you will need to find a place that has seized cars for sale. This will give you a supplier that will always be there with great prices on cars for you. Now you will probably have to pay a fee of $50-$100 for the information or membership to be able to purchase at the seized auctions.This is minor compared to what you are going to profit. Now you will purchase your first car. Before you do this make sure you have a good idea of a few popular makes and models of cars that you are looking for. You will want to consult the Kelly blue book website to get a value on some specific cars that you are after.Then, you
Additionally, by providing a consistent publication date, and volume, you give your readers a method to archive and/or search when they’re hunting through old issues for the amazing content that you’ve supplied them.
By organizing your newsletters by volume and date, you also make it easier to track each issue’s effectiveness.
3. THEME
Each newsletter that you put out to the world should have a consistent theme running throughout. Regardless if you have one article or ten, they should be linked with your theme-and your theme should be referenced in the headline.
A doctor’s office might run an issue with the theme of fighting the flu just before flu season. The newsletter might contain articles pertaining to it like diet, supplementation, and inoculations etc. Similarly, they could offer a theme on allergies in early spring.
A restaurant might highlight specific ingredients, time saving tips in the kitchen, or upcoming seasons and holidays. The articles could reference menu items or recipes that they use as a marketing tie in.
An Auto repair shop might address tune ups in one issue and preparing for summer vacations in the next. They could talk about braking-how to brake, different types of brakes, when to replace brakes, common problems with brakes etc…
You’re getting the picture. CPA firms, printers, transportation companies, every industry has a specific client population with specific needs and interests. If you have a new product, how that product integrates into your customer’s lives could be a theme-say a commercial construction company provides installation of a new type of roofing--there’s the theme for the newsletter. Themes are easy to come by; the trick is sticking to them.
4. INFORMATION
Your newsletter must contain useful information. Content Is Key! Even if your newsletter contains an editorial piece, you need to give your readers something valuable.
We’re a nation hungry for information. Non-fiction consistently outsells fiction in the bookstores and ease of information is in high demand. As far as information goes—Nothing Is Better Than Free, Helpful Information Delivered To You On A Consistent Basis!
According to an article recently published by the Newsletter & Electronic Publishers Association www.newsletters.org —“Publishers need high-value content to reach readers and advertisers. ……editorial quality is just as important for a free newsletter as it is for a subscription newsletter. ……advises publishers to talk with their user base at all times, survey readers and know their needs.
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharma
When Dr. Frankenstein exclaimed "it's alive... it's alive," he thought he had brought wonderful new life to the world. What he really did was create a monster. He took a bit from here and another piece from there and sewed it altogether. Then he was distressed to see how things turned out. Many marketers create their own monsters in the form of sales letters. They throw everything into them and then are distressed at the response.Sales letters work best when you have something to sell. You make an offer. Too many sales letters from smaller businesses are of the "Hi my name is..." school. When it comes right down to it, I'm busy; I don't care if you just started this wonderful venture because you love to serve people. What can you do for me right now? Why should I take time reading any of your letter? Make me an offer I can't refuse. Quickly convince me that I need what you have to offer.When creating a better monster--er sales letter--start off where Frankenstein made his biggest mistake. He used the wrong head.The right head (or headline) can make or break your sales letter. Focus it tightly on your target market. Address a big problem your target faces (assuming you have the solution for it) or play on their desires. If you can do this with a clever play on words, by all means go for it, b
You’re getting the picture. CPA firms, printers, transportation companies, every industry has a specific client population with specific needs and interests. If you have a new product, how that product integrates into your customer’s lives could be a theme-say a commercial construction company provides installation of a new type of roofing--there’s the theme for the newsletter. Themes are easy to come by; the trick is sticking to them.
4. INFORMATION
Your newsletter must contain useful information. Content Is Key! Even if your newsletter contains an editorial piece, you need to give your readers something valuable.
We’re a nation hungry for information. Non-fiction consistently outsells fiction in the bookstores and ease of information is in high demand. As far as information goes—Nothing Is Better Than Free, Helpful Information Delivered To You On A Consistent Basis!
According to an article recently published by the Newsletter & Electronic Publishers Association www.newsletters.org —“Publishers need high-value content to reach readers and advertisers. ……editorial quality is just as important for a free newsletter as it is for a subscription newsletter. ……advises publishers to talk with their user base at all times, survey readers and know their needs.
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharma
It's easy to lose sight of what needs to be communicated to prospective investors when writing the various sections of a business plan. Writing a business plan is no easy task, sure you can whip something together in a day or so, but without proper planning you are setting yourself up to fail. Successful business owners, CEO's, and managers typically agree that in the business world, failing to plan is planning to fail.A company is only as strong as its management team, and it is important that the business plan showcase the qualifications and relevant experience of the principals in the business. A good business plan will also include information on the key members of the management team, including copies of their resumes and thorough information on their relevant experience and qualifications. The purpose of the plan should be stated at the beginning, the key personnel should be listed (most business plans include resumes and relevant experience of management team members); a thorough market analysis of the market segment, the marketing strategy the company will use going forward, and its relevant financial data. All business plans, both those for startup companies, and those for existing organizations, will need to include such components as a description of the company and what it does, the products it manufactures or the ser
This quotation ties in to the next E-Newsletter necessity:
5. An Option for Reader Feedback
An option for reader feedback in a newsletter is a good way to build your community and to add content to the publication. It not only lets you know what the readers are responding to in your newsletter but it encourages reader participation and people, whether they admit it or not, like to see their name in print.
A simple feedback form occasionally included in the newsletter or a more consistent ‘Dear Abby’ type column where readers ask questions and you (as the expert) answer them, is the easiest way to include this feature into your publication.
6. AN OFFER
Besides endearing your clients and prospects to you and your company, the main purpose of an E-Newsletter is to build your business or in other words, SELL.
Don’t let a single issue go by without some kind of offer; a click through to your web site, a coupon, a new product for sale in your store or on your website, an inside sale.
Tie the offer in to your theme and with a good headline, you have a sure hit! Let’s go back to our very first headline “10 Ways To Increase Your Portfolio Overnight.” Let’s assume that the newsletter is from a team of financial advisors.
The broad theme is increasing your portfolio; let’s assume that one of the methods of increasing it is to invest in pharmaceuticals. The offer might be a seminar/webinar/teleseminar on investing in pharmaceuticals. The options are endless to present this product.
Basic clicks through to your website for more information, a ‘click here to register’ type of option, or a registration form right in the newsletter are just some of the possibilities.
7. LINK TO YOUR WEBSITE
Again, the reason for your newsletter is to sell your product or service. If you don’t have at least one link to your website then you’re not giving the newsletter the chance to do its job.
If you don’t have a website-GET ONE!
No matter what your business, a web presence is a necessity for your business to grow and a courtesy to your clients. From basic business information like hours and staff information to newsletter archives and products, a website gives your customers a place to go when they’re not with you. To put it simply, a web presence expands and embraces your customer community and it provides one more way to build your current client base.
Links to your website in your newsletter provide not only a tool to sell but they’re also great tools for realizing the effectiveness of your website. They’re measurable.
8. VIRAL MARKETING
Viral marketing is a term used by marketing specialists which simply means encouraging current customers and prospects to share your message with their colleagues and friends.
Viral Marketing is FREE FOR YOU. A simple message consistently included in each and every newsletter, preferably in the same place each time, that encourages recipients to forward your newsletter to friends, family, and colleagues is all you need. The bonus is that there is an implied endorsement of your services to recipients of your forwarded newsletter.
9. AN OPT-OUT
While an E-Newsletter is a great source for building your opt-in database, you MUST provide your recipients an option to opt-out. No one likes to be trapped into receiving an unwanted e-mail.
A simple “Click here to unsubscribe” will suffice.
Be sure to make good on all opt-out requests to avoid angering and alienating clients and prospects.
10. SIGNATURE
An E-Newsletter signature isn’t your signed name at the bottom of each publication, though it can be. In direct mail, a signature is your company information and a possible disclaimer listed at the bottom of the page. Think ‘footer’, if you’re familiar with word processing. A signature could look something like this:
All material on this site is provided for information only and may not be construed as medical advice or instruction. No action should be taken based solely on the contents of this information; instead, readers should consult appropriate health professionals on any matter relating to their health and well-being. www.healthline.org 1800-555-1212 or e-mail us at info@healthline.org
Or for a more personal touch
Sincerely,
Joe Dingo
Joe@JD.com
www.JD.com
866-555-1212
It is important to have a signature for several reasons:
1. Consistency
2. Ease of use. If the reader prints out the newsletter then your contact information is readily available.
3. Professional appearance.
4. Another opportunity for your client/prospect to contact you by clicking on your web link or e-mail link.
5. Possible legal protection.
There are an abundance of tips to improve the effectiveness of your E-Newsletter but the 10 basics I’ve highlighted are vital to produce an effective, quality, marketing E-Newsletter that your readers will value and enjoy and your business will prosper from.
Happy Writing and Selling!
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