Actually it isn't your newsletter yet, but it soon could be. If you already have a newsletter for your organization, congratulations. But if it's being developed and managed within your own organization I would be willing to bet it isn't exactly what you want it to be. And that means that it isn't producing the results you wanted when you put your newsletter plan together.
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You may be wondering what a web site has to do with a newsletter, and why a web site is even necessary for an email newsletter. Good questions. The complete answers will take just a bit of explanation. In the days of paper newsletters, the newsletter paper copy of the newsletter was the beginning and the end of the newsletter. Once the document was mailed, all you could hope for was that the mail got delivered to the right address, and that the person you were sending to was still at that address. After that, you could only hope for some kind of response, and could only follow up by sending another newsletter or a phone call... both of which were (and still are) very expensive options.
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| |  | | | | What You need to know about making your newsletter successful.
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Develop a structure and a set of sections that will appeal to your customers. Your newsletter should inform and entertain your customers; it’s not a sales letter. Involve your customers with articles for about them. Give them hints and tips about your products and services that help them to make the best use of them. Get their feedback by asking questions, and use a survey tool to gather their collective attitudes.
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Don’t be vague in your message. If you have a point to make, do it clearly and directly in the first one or two sentences of the article.
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Newsletters can be passive or active.
If you are able to involve your customers in your newsletter they will begin to “own” it.
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Every one of your customers is different. You already know that because you spent the time and effort to get to know them through the sales cycle. So, treat them as individuals.
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You already know who your customers are, and probably already correspond with them via email. Ask their permission to include them in your newsletter mailings. And if they `say no, by all means don’t include them.
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Decide what sections you will present before you send out your very first newsletter. Spend time reviewing what you will be sending and make sure it includes everything you want to communicate both now and in the future. |
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Just as in show business, “The show must go on!” NEVER miss an issue. Start out with a conservative publishing schedule, one that seems much too easy. Once you get used to the routine, you can always increase the frequency, or publish an “Extra” edition if necessary. Cutting back on your publishing schedule sends a message that you’re not interested in maintaining the effort, or that it’s just too much work. In any case, it’s exactly the opposite message from what you want to communicate.
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