Does your company have a corporate E-Newsletter? E-Newsletters are a great marketing communications tool but we’ve seen too many that are sales-centric rather than value-centric. To find our how you can produce a E-Newsletter that your clients will ACTUALLY want to receive, read on!
CLEAN DESIGN, CONCISE COPY
Make sure your E-Newsletter doesn’t look or feel too cluttered. The trick to this is simple, you just need concise copy and enough white space in the design.
Concise copy is key because you don’t want your subscribers to face a wall of text. Have a standfirst, use bullet points and break your articles up with subheads. All these will help the design to have more white space and help to visually alleviate the clutter.
MAKE SURE IT LOOKS PROFESSIONAL!
Sorry, but we’ve seen way too many ugly, cringe-inducing E-Newsletters out there. Don’t try to do the design professional’s job if you haven’t got a good eye for aesthetics. Best to leave it to the experts.
TEST, MEASURE & ANALYSE
The beauty of E-Newsletters is that they can give you a treasure trove of analytics data. Analysing your reports isn’t just about looking at the past, rather you should use it as a tool for planning content for the future.
Look at your reports to see what articles are most popular. This will help you to plan future content. What links were the most clicked on? Which article had the most shares and comments? Then simply emulate these in your subsequent newsletters. Analyse the data regularly and you’ll learn insights to the peeves and preferences of your readers.
UNLESS YOU’RE TALKING BOUT FISH, DON’T BE FLAKY
Nobody likes a flaky friend. They’re unreliable, and unpredictable. Don’t let your E-Newsletter be flaky. If you tell your readers to look for your E-Newsletter every month, well then you’d better be there. Pick a frequency, whether monthly or quarterly and stick to it.
SIGN UP NEW SUBSCRIBERS
Congrats, you’ve come up with a superb, kick-ass E-Newsletter. Now what? Well, you need to make sure your E-Newsletter can optimise conversion of new readers by making it easy for them to sign up for further issues of your E-Newsletter! The goal is always for your readership to grow. The more fans you have, the more sales you will get from your E-Newsletter!