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Creating Demand with Email Newsletters
Creating Demand
with Email Newsletters
By Julia Hyde
Your Web site is live, and you have implemented a public relations
campaign and have purchase advertising in trade journals, magazines, and
newspapers. But your site's daily visitors are still in single digits
and your sales are ... well, let's just say that early retirement is no
longer an option.
Now what?
It's time to try email marketing; more specifically, an email
newsletter. Email newsletters are cheap an easy to create and send, and
they are proven to increase sales.
Of course, there are many other reasons why email newsletters make good
business sense. Here's just a few of them:
Create a marketing campaign on a shoestring budget.
Measure the results and find out what works and what doesn't.
Build personal relationships with a large group of people.
Track customer behavior and collect user information.
Starting your email newsletter campaign
Before you start any type of marketing or advertising campaign, you need
a plan. You don't have to put together a 200-plus page document
outlining all your goals and objectives, but you do need to define some
basics before you begin.
At the very least,
your plan should:
Identify your audience. It's not enough to say, "They're people who like
widgets". Take your cue from magazine publishers. They know exactly who
their target audience is, how much money they earn, what social group
they fit into, and what motivates them to buy. Find out who your
customers are, then tailor your newsletter around their needs and
desires.
Check out your competition. Every business has competition. Find out
what they are doing by researching their product or service. What could
you do better? Is there a gap in their service you can fill?
Identify your newsletter's purpose. What do you hope to achieve with
your newsletter? Do you want to give your subscribers information about
your product to help them make purchasing decisions? If so, you must
first show them how it can make them smarter, healthier, wealthier, or
more successful.
Do you want to position yourself as an expert in your field? Your goal
here is to provide your subscribers with well-written articles that
address issues in your industry. Whatever your objectives, your purpose
will determine what content goes in to your newsletter.
Creating content
Now you need to think about content. Here are three ways to provide your
readers with fresh and relevant content.
1. Write it yourself. By far the cheapest approach is to write the
content yourself. If you enjoy writing and if you have lots of ideas for
content, then this may be the best option
2. Hire writers to create your content. If you are not comfortable
writing your own content, you can hire a professional writer. Many
freelance writers specialize in writing newsletter articles.
FreelanceWriting.com is one source for finding freelancers.
3. Use existing content. There are several online article directories,
such as Ideamarketers.com, GoArticles.com, Articlecity and EzineArticles.
Articles posted on these sites are generally free as long as you include
the writer's byline.
Design your template
Just as a magazine has a certain look that appeals to its subscribers,
so must your email newsletter. Decide on a design and stick with it so
your subscribers know what to expect with each issue. Think about how
magazines and newspapers have regular columns in each issue. Divide your
newsletter into bite-sized pieces so the content is easier for readers
to digest.
HTML or plain text?
It's really a matter of what you think will most appeal to your readers.
The jury is still out on whether one sells better than the other, but if
in doubt offer two lists: one in plain text and one in HTML. Then let
your subscribers decide which one they want to receive.
Ready, set, go!
You've defined your objectives, secured your content, and designed your
newsletter. Now all you need to do is put it together and launch it to
your customers. For this you need a mailing list. Begin with your own
in-house list, made up of people who have specifically requested to
receive information from you. Put up a sign-up form on every page of
your site, advertise your newsletter in online ezine directories or in
other newsletters, and announce your newsletter in emails that you send.
However you choose to build your list, do not succumb to the temptation
of becoming a spammer. Never send your newsletter to anyone who hasn't
specifically requested to receive it. Remember, new anti-spam
regulations require every marketing email to include an opt-out
provision and a valid physical address. Violations can carry hefty
fines, so read up on the regulations and make sure you are following hem
to the letter.
Email newsletters are a boon to small businesses. They are a great way
to drive customers to your site, create demand for your product, gather
customer data, and help your company succeed.
Julia Hyde is an independent copywriter and consultant specializing in
advertising, search engine optimization, and search engine marketing
services. To learn more, visit her Web site at juliahyde.com or email
her at info@juliahyde.com.
