| Focus | Focus on the Purpose
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.
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| Know | Know and Grow Your Audience
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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| Points | Message Points
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.
Your customers are busy and want to know right up front if what they are about to read pertains to them. Give them the “meat” right away.
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| Content | Consistent Content
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. Use these sections as permanent items in your newsletter.
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| Action | Call to Action
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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| Delivery | Consistent Delivery
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.
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| Options | User Options
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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