Once you have your subscribers' attention, it's time to show them the goods. You want to engage the reader by keeping your newsletter chock full of interesting, relevant content. The key here is relating to your readers. You need to show them that you value them as customers and that you want them to value your company and its products. Avoid including too many eye-catching graphics in your newsletter. Instead, use keyword-rich text that highlights what it is you are offering. An easy way to add relevant content is to preview articles or reviews that are featured on your site, then add a link to the full article or review. This not only beefs up your newsletter, it also drives more traffic to your site. Most importantly you need to give them what they want. Whether it is information on upcoming events related to your industry or discounts on merchandise, make sure that you are offering your readers something they believe is worth their attention.
Once you have sent out an email newsletter, don't let it disappear never to be heard from again. Old newsletters still have the ability to satisfy customers you already have and attract new ones. Make your old emails sustainable by archiving them on your web site. This will give your customers a chance to see previous email campaigns they may have deleted from their inbox. Archiving can also increase the possibility of prospects finding your newsletters through a random Google search, not to mention positively affecting Google ranking - especially if you are using the keyword-rich text we spoke about earlier. The end goal of any email marketing campaign is to have the prospective customer look to you when they are ready to buy. Consumers only buy from companies they trust and relationships lead to sales. It’s as simple as that. A solid newsletter is one of the best ways to start a relationship, build trust and solidify your reputation.
Posted in: Tips & Resources, Lists & Signup Forms
