E-Mail Newsletters - Do's and Don'ts

The email newsletter is an essential part of the marketing mix for companies large and small. Consumers are invited to sign up with the promise of a flow of fascinating and useful information. The reality is often different with the result that disappointed readers unsubscribe from the distribution list. Here are some do's and don'ts to help you succeed with your email newsletter:

Don't

1. Think it is about you and your products. Look at it from the reader's point of view. You have to provide something interesting and valuable to customers so lots of product features are not the answer. Tips, hints, how-to advice and user stories are better.

2. Try too hard to sell. Too many special offers and sales pitches will turn readers off.

3. Make it long, detailed and dull. Surely no explanation is needed yet many newsletters display these mistakes.

4. Mail too often. Most people are suffering from newsletter fatigue so a regular monthly mailing is generally preferable to something every few days.

Do:

1. Start with an engaging title. The title determines whether your readers open the email so make it intriguing or challenging. 'Release 4.75 now available' might attract a few techies but something that focuses on a customer benefit will get more people reading e.g. 'How to cut your travel expenses by 20%' or 'Practical tips to double customer retention.'

2. Make it easy to read. You want several short articles on subjects that add value for customers with links for further reading.

3. Use pictures. Liven up the newsletter with some good stock photos - but not all of your CEO!

4. Add some humour or human interest. Give you readers some fun as well as the heavy information.

5. Make it easy to contact you. Provide phone, email and physical address details so that you look professional and are easy to reach.

6. Provide an unsubscribe facility. It is essential that people who no longer want the newsletter can easily unsubscribe.

7. Manage your list. Encourage website visitors to sign up. Delete the email addresses that bounce.

The email newsletter is one of the least expensive and most effective communication tools that you can use. If you give it the attention it deserves then it can be a terrific way to stay in touch with customers and prospects. A good regular newsletter will improve your image, increase traffic to your website and increase sales.

Paul Sloane writes and speaks on innovation and lateral thinking. He is the author of The Innovative Leader.

http://www.destination-innovation.com