Sending e-newsletters is an efficient way to keep you top of mind with your clients — without blowing your marketing budget.
E-newsletters are a cost-effective way to keep in touch with clients, says Kevin Toney, marketing coach with Primetime Promotions in Winnipeg. They also provide an excellent way to follow up with prospects and to position yourself as an expert.
Here are six must-haves to include in your e-newsletter:
1. The right software
Technology is essential to getting the most from an e-newsletter.
Use professional business software, says Toney, such as Benchmark Email (www.benchmarkemail.com) or MailChimp (www.mailchimp.com).
A professional software program is best, he says, because it tracks who is reading the newsletter and enables recipients to unsubscribe easily if they wish.
2. A specific audience
Create a focused mailing list to ensure the newsletter goes to the right people.
“When it comes to e-newsletters,” Toney says, “your list is probably one of the most important things you need to put together.”
Think carefully about who the newsletter is for, he says, because the content of your newsletter will depend on the intended recipients.
Ask yourself: Is the newsletter for clients or is it for prospects? Do I want to have one generic newsletter for clients, prospects and centres of influence? Or is my newsletter for one narrow audience?
3. A compelling subject line
A catchy subject line is key to getting your newsletter opened.
“If people aren’t attracted to the subject line, if it doesn’t pique their interest,” Toney says, “they’re probably not going to read the newsletter,”
To catch the readers’ attention, he says, the subject line should promote some kind of benefit or make the reader curious about the information inside.
As well, the subject line should be no more than six words, he says, so that it can be seen in full in an email inbox.
4. Relevant content
Catch your readers’ attention with relevant and interesting content.
To be relevant, you need to understand what’s important to your clients or prospects, Toney says.
Ask yourself key questions about your audience, such as:
Who are my readers?
What do they do?
What are their concerns?
What kind of financial issues are they trying to solve?
5. A short, simple format
Keep your newsletter brief and easy to read.
Each issue of your newsletter should have only one article, Toney says, because clients and prospects don’t have a lot of time for reading.
The newsletter should be between 300 and 700 words, and written in short paragraphs, he says. It’s also a good idea to use a numbered format, like “Top 10 retirement myths.” People are more likely to read a list through to the end.
6. Just a touch of advertising
Keep the self-promotion in your newsletter to a minimum.
The editorial content should focus on the concerns of your target market, Toney says. It’s not meant to be “me-focused.”
Any self-promotion should be simple and brief, such as a call to action directing clients to contact you to schedule a meeting, or by offering to provide testimonials through a link to your website.