Online newsletters (ezine’s) are a quick and effective way of reaching your clients. You are able to keep them informed about new products and special offers and they are a great way to get your clients back to your website or into your office.
However, as we are all aware, we are bombarded with hundreds of emails, so the trick is to keep your clients interested. We want to make sure that your ezine is actually read and not just trashed. Below you will find some invaluable tips to ensure your ezine is read.
1. Define your target market
Before deciding on what to include in your ezine, define your target market. There is no point sending out an ezine to the wrong market. Think about who they are, their demographics including age, sex, income level. Also work out what they would be interested in. The trick here is to focus your content on what is relevant to your target market.
2. Gain permission
These days with the introduction of the SPAM Act it’s imperative that you comply. As a business you must require permission from your recipients before sending any information to them.
This could be in the form of online signup or a consumer within your business. If you gain permission in the beginning – your clients will be expecting your ezine and hence this will increase the chance of it being read.
3. Give your ezine a purpose
Instead of just sending out information your clients may be interested in, ensure that your ezine has a purpose which is related to your business goals. Create a memorable, high impact ezine which your clients will refer to in the future and forward to their associates.
Articles should be focused on important aspects of your business from your clients point of view – not yours. You can also include information from happy clients which may be able to assist other clients or products and services from other companies who your clients could use.
4. Properly structure your ezine
Clients love consistency. For this reason your ezine should have a clearly defined template which doesn’t change from issue to issue. They can expect the same each time which makes it easier and quicker for them to read and find the information they require hence increasing your readership.
5. Get it done professionally
You understand as a business owner there is nothing more frustrating than receiving anything which is poorly structured or unprofessional. Which is why you should focus on your core business and let the professionals design your template. You need to ensure that your template reflects you company and branding – whilst being functional. A professional graphic designer can assist you with this.
The articles and information can either be written by yourself, your team or a professional copywriter. Just ensure that the language is directed at your target audience. Also check with suppliers, clients and associates who may like to include their articles – make sure it is relevant to your target market.
6. Tease your audience
In our time poor society, your clients will only want to read what’s relevant to them. Make it easier for them by including an article teaser and if they are interested they can click and read the entire article. It will make it easier for them to find what they are interested in – instead of not reading any of the ezine.
7. Personalize your ezine
Each and every one of your clients want to feel special and appreciated. The easiest way to achieve this is through personalization of your ezine. You can add their name to the introduction field or the product they last purchased, any field can be inserted to add that personalized touch. A little bit of work makes your clients feel special.
8. Send your ezine from a person
When sending your ezine make sure the email address is personal to someone – not [email protected] or [email protected] People are dealing with your business due to the people in it, they don’t want to deal with a machine. By having your ezine from a person, it makes your clients feel like they are part of your business process.
9. Make it appealing
People who are your clients are interested in people, they are not interested in companies. To increase your ezine readership make it personal. Include information about you and your life. You can also include team profiles so your clients know who is on the other end of the phone/email.
10. Give them an option to go further
As with any marketing or advertising activity you should always include an offer or a call to action. Don’t put in all the hard yards and not give your clients an option to go a step further. You can include a client only offer, a link to a special webpage or a contact us form. Make it easy for your clients to do business with you and you will generate results from your ezine.
11. Measure your results
Again with any marketing and advertising activity you should always test and measure. After each newsletter make sure you check which articles and parts were read and clicked on. These will let you know what your clients do and don’t like and, of course, include more of what they like next time. By keeping them interested they are more likely to continue reading your ezine.
It may sound like a time consuming process, however a professionally presented, well structured ezine can generate huge results for your business.