Writing an Effective E-Newsletter, Part 1
Written by Pat Wootton, PromptProofing.com
This week and next we are going to suggest effective ways to reach out to your customers through e-newsletters. Part 1 deals with why you should consider making a regular e-newsletter part of your marketing strategy and Part 2 will deal with how to make your e-newsletter effective.
Writing an Effective E-Newsletter, Part 1
Part 1: Ways in which an e-newsletter can help your business
This week and next we are going to suggest effective ways to reach out to your customers through e-newsletters. Part 1 deals with why you should consider making a regular e-newsletter part of your marketing strategy and Part 2 will deal with how to make your e-newsletter effective.
A regular e-newsletter can be an effective way to develop customer relations at absolutely no cost (except for your time). Results from an e-newsletter may not be immediate but, over time, provided you publish regularly, they can produce excellent returns, making this one of the most cost-effective components in your marketing strategy.
An e-newsletter can be viral in its marketing effect and, assuming it is well-written, can help establish you as a leader in your industry or field of expertise. Since e-newsletters may be easily forwarded, ensure that you are not including anything you wouldn't be happy with the whole world knowing. Think of your e-newsletter as if it were an informational brochure to hand out to clients or prospective clients.
If you have been in the habit of sending print newsletters, there are a few key differences to bear in mind. Your readers may receive dozens or more e-newsletters a day; to get them to read yours, in preference to someone else's, means you need a really snappy headline and attractive preview pane. The main difference between e-newsletters and print newsletters, however, is the different way in which people read text online, as opposed to in print. Reading online produces eyestrain much faster than reading print. It is tiring and therefore it is important to make your e-newsletter as easy and comfortable to read as possible. Additionally, readers can move away from the text with a mouse click - and often will.
Used appropriately, the e-newsletter will be an excellent marketing tool. Check back next week and we will suggest ways to make your e-newsletter truly effective.
Check back next Friday for another Prompt Proofing blog post!
About the Author
Pat Wootton is originally from England and is a former high school English teacher. Having spent many years in the Caribbean, where she raised her family, she now lives in Vancouver, BC. In addition, she has taught English as a Second Language (ESL) for several years after earning a diploma in Teaching English to Speakers of Other Languages (TESOL) from the University of British Columbia. She now owns and runs Prompt Proofing, a copy editing and writing service that caters to both individuals and businesses.
