Email newsletters are a great way to connect with your customers and a great marketing tool. But is your newsletter as effective as it could be?
Consider this advice from Damian Davila on creating newsletters that your subscribers look forward to reading:
1. You don’t have to write a novel.
There’s no rule that says newsletters must include multiple departments with a diverse mix of content. “It can be short and focus on one main story,” Davila notes.
2. Give readers an incentive for reading your news.
Your newsletter’s content should always benefit the reader in a tangible way, but you can heighten its desirability by including a special gift. “Make good use of the law of reciprocity,” he recommends, “and provide something really useful and free to your email recipients.” Example: Shutterfly Wink’s e-newsletter includes a credit that lets subscribers send a free photostrip anywhere in the world.
3. Highlight customer success stories.
Show how “real people make actual use of your product or service,” says Davila. Example: Evernote used its e-newsletter to showcase customer-made videos from its “How I Use Evernote” project, he reports.
4. Showcase your community spirit.
As customers continue to feel the pinch of the recession, they especially like doing business with companies that support local charities, organizations and initiatives. “Highlight how you support the community and invite your customers to join you,” he suggests. “Adding a local touch can help make your newsletter more interesting and relevant.”
The more useful your subscribers find your e-newsletter, the more eagerly they will read it and promote it for you.
Source: Idaconcpts. Read the full post here.
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