When thinking about creating a newsletter most businesses start off with really good intentions. No one plans to write a naff one which will bore the pants off an audience. So, if no one plans to do this, why are so many of them a chore and so badly put together? We sign up to quite a few and then unsubscribe as they come over in dull uninspired templates (free with the software that sent them) and the content is often equally dire.
If you have built up an opt-in list then why waste a golden opportunity to send something that is snappy, good looking and to the point? No one ever bored their customers or clients into a sale. In our post GDPR world it’s still a great tool to market with and yes you can still do it you just need to make it clear that the content people sign up for is what they will get.
Everyone in marketing says this:
We do stuff differently in all that we do and newsletters are no exception. We provide:
- Stunningly beautiful newsletter templates
- Sparkling content which your audience wants to read
- Clear reports on each send-out so you know who is opening what
- Refining of your newsletter strategy so your campaigns offer what interests each of your client or customer groups
How much of the above applies to your newsletters? Does a lot of thought go into them or are they done on the fly an hour before you need to send them out?
It’s a wonderful opportunity to connect with your clients in a positive way, remind them you are there and what you do. Don’t blow it with sub standard communications. Best not to press the send button than send out second rate stuff.
Outsourcing send out costs will vary depending on size of campaign (i.e. number on list and length of copy writing needed) but we suggest short snappy and clearly written newsletters linking to longer articles you write and which are on your own web site. Yes, learn to write well and be the voice of your own business.
Your clients are going to want to open up a newsletter and see 2-3 (max) items of interest for them to read a synopsis and bookmark to read the longer stuff at their leisure. That means, as most will suffer from information overload, you have a very limited time to make the right impact.