It may have been way back in 1748 that Ben Franklin wrote in his Advice to a Young Tradesman “time is money” but the sentiment has held true down through the years and is even more relevant in today’s mercurial economic conditions. For most in the business world, there are challenges of keeping their enterprise profitable on a day to day basis. These far outweigh the possibility that the latest email newsletter to land in their inbox will provide that one vital piece of marketing information that will ensure enhanced productivity and lasting success. Who, after all, has the time to scan through yet another sloppy piece of promotional prose aimed at selling you a product or services you neither want nor need?
It has been estimated by the guys in the white coats that the decision of whether or not to open an email is made in less than a second. Not long to make an impression is it? So when it comes to creating an email newsletter, think about what it would take to make you want to open it and take a look. What would grab your attention, engage your interest and prompt you to respond?
I’m here to offer you five tips for creating an engaging email newsletter. I’m not promising that the following instructions will ensure that your business content will crack the one second barrier. They should certainly help you to engage more effectively with your customers and, hopefully, earn your company some valuable street cred!
1. A Couple of Do’s and Don’ts
Also give some thought to the nature of the content you are including. It may be a matter of company pride that the CEO recently triumphed in the regional Paper Towel Manufacturers Pro-Am Golf Tournament, but most of your readers will not share your enthusiasm. They would far rather hear that your latest product has gained celebrity endorsement or that you will be offering a discount in upcoming promotions than be informed of the latest piece of hi-tech equipment to be installed.
2. Consider a Theme
For those in the hair care sector, stylists, product manufacturers etc, the news of Beyonce’s recent transformation from her trademark long tresses to a sexy new pixie-cut could well provide the content for an entire issue. By using a little creativity, the same story could be applied to the fashion sector. New hairstyle, new wardrobe and the cosmetic industry. For example, how to complete a new image, or even those in legal services; how to sue your provider if you are unhappy with their services!
3. Engage with Your Readers
4. Surveys and Polls
An additional tool for feedback is to run a monthly poll on a topical subject and publish the results in the next issue. Never underestimate the power of personal interaction: we all want to be heard!
5. The Importance of Social Media
Easy when you know how isn’t it?
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.