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Here are three tips for producing a successful email newsletter.
Tip One: Build a Strong Subscriber list with these techniques:
- Place a sign-up form on each page of your Web site.
- If you drive pay-per-click traffic to a landing page, include a sign-up message on the landing page or on the thank you page.
- Offer a sign-up incentive, such as an informative white paper.
- Include a "Send to a Friend" option in each issue you distribute.
- Place a sign-up link on each edition of your email newsletter in case readers do pass it along.
- Have everyone on your staff include an e-newsletter sign-up message in their email signature lines.
- Promote your email newsletter at networking events or speaking engagements and gather business cards from people interested in subscribing.
- Promote your email newsletter in articles you publish, especially online articles.
- Promote your e-newsletter in other related e-newsletters.
- Sponsor a trade-show booth and capture emails from interested booth visitors.
Tip Two: Develop Compelling Content with these techniques:
- Create a consistent structure and format (number of subjects, length of article, style, etc.).
- Develop an editorial calendar to plan out topics for each section two to three issues in advance.
- Make your articles informational and do not make it a sales pitch or you will lose subscribers.
- Keep a newsletter ideas list as you read information in your industry.
- Subscribe to email newsletters published by others to monitor hot topics.
- Ask your subscribers for suggestions (a great way to build connection with your readers).
Tip Three Create an easy-to-manage production and distribution system:
To send your email newsletter to a large list of subscribers, you should use a third party system, rather than your own computer email program. The term in the industry for a third party system is an ‘email service provider’ (ESP). Many ESP's offer a comprehensive email newsletter service.
For ease-of-use and cost vs. features, we recommend Vertical Response.
If you need help developing an e-newsletter program
for your organization, please
. Or for additional information, visit our companion web site the email newsletter resource center.
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