If your business is not utilizing an email newsletter you are missing the boat. This is a great way for you to really connect with your audience on a more personal level. You want to make sure that your clients are consuming your newsletter because it is full of great content and is something that they look forward to reading and not putting into the trash. Here are some do’s and don’ts to guide you on how to make your email a must read:
Do: Write your newletter regularly.
No one is going to get excited about opening an email that they may or may not receive. Keep your newletter on a schedule. I recommend Mondays and Thursdays to my clients, but do it based on your business. Don’t forget to send special posts in between to provide some motivation, inspiration, videos and special information.
Don’t: Write only when you want something.
Your newsletter should not be used just to launch new products and then not be heard from again until your next new product comes out. No one wants to repeatedly open sales letters. Make it a point to write great articles that truly are of value to your audience. They are going to be more likely to open and purchase a product if you have always delivered great content and haven’t rammed your products down their throats.
Don’t: Be cheap with your email delivery service.
Only choosing cheaper or free products to run your business is not always the best idea. You really do get what you pay for. I recommend Aweber to my clients because it is what I use and it is a high level of deliverability, great customer service and easy to use. First impressions really DO matter so make sure that you choose a provider that is going to send an appealing newsletter to your audience.
Don’t: Give your audience half of the content.
I find it to be in poor taste to post only half of the blog article in the newsletter and then force your audience to click to the blog itself to get to read the rest of it. Your subscribers traded their email address to you in exchange for good content. Why would they bother to stay subscribed if all your are going to do is send them to the blog? They can do that without giving you their email address.
Do: Make it personal.
Give your subscribers something that only they will see versus people that go straight to the blog. Send them something personal in the introduction, give them first looks at new products and programs. Give them a reason to stay subscribed.
If your business is doing some of the ‘don’ts’ on this list be sure to correct it. I know that it can be really tiring and time consuming to write your blog post, format it, schedule it and then go onto the newsletter portion. Be sure that you do it and if you are struggling to use your email provider, don’t want to do it or don’t have the time, be sure to get it outsourced so that your newsletter is getting out to your audience. Consistency is key. Happy writing!
Heather Santo is proudly an A Real Change Certified Virtual Assistant with over 15 years of customer service experience via face-to face, telephone and internet. She also spent time in corporate America as a Human Resources Manager performing generalist duties and specializing in recruiting.
She now enjoys using her talents to serve her clients and help them to operate their businesses efficiently.
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