A reliable e-newsletter program is an effective tool for communicating with your clients.
“An e-newsletter solidifies your relationship with clients because it’s an additional touch point,” says Sara Gilbert, founder of Strategist in Montreal. If you can’t talk to every client on a monthly basis, your e-newsletter can remind them that you’re there.
But an e-newsletter can be effective only if your intended audience is reading it. Here is how you can ensure your message gets out there and gets opened and read:
> Have a professional platform
Use an email service provider, Gilbert says, to give your e-newsletter a professional look.
A number of providers, such as Constant Contact (www.constantcontact.com), MailChimp (www.mailchimp.com) and Advisor Mailout (www.advisormailout.com) offer platforms on which to build your newsletter and from which to send it.
These platforms generally offer a free trial. Their prices are typically based on the number of emails sent per month and the type of platform you choose.
> Catch their eye
Grab your readers’ attention with an irresistible newsletter subject line.
“You have 2.7 seconds to capture the reader’s attention,” says Gilbert. “Your subject line has to be intriguing, interesting and make them want to open it.”
Choose a topic that makes them want top read more and focus on your clients’ goals and wants.
> Give them a reason to keep reading
Use the preview pane as a teaser for the newsletter.
The portion of the email that appears in the preview pane of Outlook must tell the reader why they should bother to open the newsletter, says Gilbert. It should summarize the articles, pose questions and outline key points.
> Get readers involved
Engage clients and prospects with a call to action.
Always ask readers to do something after reading the newsletter, Gilbert says. Ask them to think about an important point you made, contact you for more information or set up a meeting.
Gilbert recommends using the same call to action for every newsletter.
> Follow the rules
Make sure you adhere to the guidelines for the new anti-spam legislation.
The legislation, passed in December 2010, is meant to discourage the indiscriminate use of electronic communications for commercial activities.
Before you send anyone an e-newsletter, Gilbert says, you must be able to prove that you know them and have their permission to send emails. Your firm’s compliance department may have its own rules regarding that proof.
It’s best to prepare an introductory email to send to clients and prospects outlining why they should subscribe to your e-newsletter, she says. As well, make sure clients and prospects have the option to unsubscribe if they want to.
This is the second in a two-part series on e-newsletters.
IE