e-newsletter best practices
There are many questions to consider when your company’s growth in product line, services, and even employees calls for more sophisticated and comprehensive methods of communication.
- What is a newsletter?
- Who needs a newsletter?
- Do you publish a print newsletter or e-newsletter? Both?
- What are the benefits?
- Will people read a newsletter?
- How often should you publish?
A great, informative newsletter strategically promoting your company, products and services to current and potential clients is another means of not only having full editorial control over content, but also releasing a wide variety of data at one time to your audiences.
And you must think of your audiences first when brainstorming your newsletter content.
When written in terms of industry best practices, newsletters work like gold, adding a strong strategic communications and human interest level to the work you do every day.
Why consider a newsletter? Newsletters are normally utilized by organizations that simply have a lot going on, which may not get covered by the news media. Newsletters also have enhanced, targeted reach with potential customers.
What goes in your newsletter? First, you need a title that reflects the strategy of your customers rather than a title that says this is “news” about your company. Your audience wants to know what’s important to them – the latest in best practices. You can hint in the stories that, by the way, your company provides services that reflect those best practices.
What else goes in the newsletter?
- A short overview of your company for first-time readers and a little about what you’re hoping to accomplish.
- News briefs – nuggets of news that add variety to the overall publication.
- Photos, charts, graphs, analytics and illustrations to break up the copy (always avoid large blocks of text).
- Calls to action – what do you want your customers and potentials to do? Call you? Buy things? Visit your website and/or your office? Consult with you? Then tell them.
- Customer success stories or case studies that show real results.
- Question & answer (Q&A or FAQs) with your business’s internal departmental experts – interviews that clearly show your knowledge, professionalism and depth.
- Lists of important dates – what conferences and tradeshows are you attending?
- A “soft” feature – human interest stories that show teamwork or highlight an employee who does great things for the industry and the community.
- Avoid a “letter from the president/CEO.” While these features may please the boss, they often look like a vanity piece. The newsletter should feature best practices and make the customer and potential want to talk to you about their needs.
Whether you’re publishing in print or electronically, a newsletter is another excellent way of keeping your company’s products and services in front of customers and potentials on a regular basis.
Depending on the content and strategy, those who receive your newsletter just may feel like they are part of an exclusive community – that’s an immeasurable benefit.
From newsletter strategy to creative design and copywriting, Rescuedsites.com will take your newsletter to the next level, dramatically enhancing your communications reach with customers and potentials.
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