Email newsletters to clients can also be a very powerful and effective form of marketing in your business when done right with the right tools and strategy.
There are three fundamental concepts towards creating an effective email newsletter which, when used correctly, can greatly benefit the reason you spent the time to write the email in the first place. After all do we not all want some level of ROI on time or money spent in our marketing efforts?
Firstly there is the system you use to create and send your email, don’t, and I cannot stress this enough, use Outlook for creating your email marketing campaigns. Why? Well the answer is simple; you cannot measure the effectiveness of it. A good email marketing platform will enable you to tap into very useful analytics around who read, who forwarded, who visited your website, Tweeted etc… Additionally with the Electronic Communications act it is very hard to be compliant.
Secondly it’s all about content, both the guts of it as well as how it is presented as this is a reflection of your business. With regards to content, while some times simply providing a specials email is sufficient to your marketing plan, some degree of personalisation both by addressing the recipient by name saying gidday and signing off as yourself can have advantages in how well the reader engages with you. After all we all like feeling special… Likewise presentation is so important, not to the degree that you either have to spend oodles of money getting a professional designer to create some awe inspiring piece of content for you each month nor the requirement of spending countless hours on it getting it just right. More that you use a nice easy to read font with defined headings and throw in some graphics (keeping them proportionally sized to retain a consistent feel) to liven up your email. A simple email newsletter that is pleasant to read will often have more impact than something convoluted with a stream of colours and different fonts. We’re all busy folks let’s make it easy to digest your newsletter.
Lastly, and this for me is a biggie, once your client has finished reading your email what do you want him or her to do? Do you want them to delete it and go on to the next email in their inbox or would you like them to take some action to engage with your company? Commonly called a “Call to Action” no piece of marketing should be without it and your email newsletters are no different. From call now to refer a friend, enter this competition and Tweet This, Read the article online or sign up for this the possibilities are limited only by your imagination.
Email marketing done right can be a fantastic tool for ensuring the “Client Nurturing” aspect of your marketing campaign works effectively. Use a professional email marketing platform, write great content and give your readers something to do.
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