Creating Demand with Email Newsletters by Julia Hyde
You've launched your web site. You've implemented a public relations campaign
and spent oodles of money advertising in trade journals, magazines and
newspapers. But your site's daily visitors are still in single digits and your
sales are...well let's just say that early retirement is no longer an option.
Now what?
Perhaps it's time to try email marketing. Or, to be specific, an email
newsletter. After all, they require minimal effort to produce, and are proven
to increase sales.
Of course, there are many other reasons why email newsletters make good
business sense. Here's just a few of them:
~ You can create a marketing campaign on a shoestring budget.
~ You can measure the results and find out what works and what doesn't.
~ You can build a personal relationship with a large group of people.
~ Your subscribers pick YOU when they opt-in to your list. ~ You can track
customer behavior
~ You can collect user information for specific, targeted campaigns...the list
goes on and on.
So what are you waiting for. It's time to take the next step and put the power
of email newsletters to work for you.
Starting Your Email Newsletter Campaign
Before you start any type of marketing or advertising campaign, you need a
plan. This is equally true for email newsletters. You don't have to put
together a 200-plus page document outlining all your goals and objectives, but
you do need to define some basics before you begin.
1. Get to know your audience. It's not enough to say, "they're people who like
widgets". Take your cue from magazine publishers. They know exactly who their
target audience is, how much money they earn, what social group they fit into
and what motivates them to buy. Find out who your customers are, then tailor
your newsletter around their needs and desires.
2. Check out your competition. Yes, you do have competition. Find out what
they're doing by investing some time to research their product or service. What
could you do better? Is there a gap in their service you could fill?
3. Identify your newsletter's purpose. What do you hope to achieve with your
newsletter. Do you want to give your subscribers information about your product
to help them make purchasing decisions? If so, you must first help them find
out more about your product by letting them see how it can make them smarter,
healthier, wealthier, or more successful. Or do you want to position yourself
as an expert in your field? Your goal here is to provide your subscribers with
well-written articles that address issues in your industry. Whatever your
objectives, your strategy must focus on your goals.
Creating Content
Now you know what you want your campaign to achieve, it's time to start
thinking about content. This is usually where the faint hearted run for cover.
Fear not. Creating content isn't as difficult as it first appears. Below are
different methods you can employ to keep your newsletter content fresh,
relevant and on target.
1. Write it yourself. By far the cheapest approach in the long term is to write
it yourself. If you enjoy writing and if you have lots of ideas for content,
then this may be the best option. Only you can decide.
2. Hire Writers to Write for You. If you're not comfortable writing content
yourself, you may want to consider hiring a professional writer to write it for
you. There are plenty of freelance writers who specialize in writing newsletter
articles. You'll find several at http://www.freelancewriting.com/
3. Get Content from Online Article Directories. A low-cost option is to get
content from article directories, such as Ideamarketers.com, Goarticles.com,
Articlecity.com and Ezinez.com. Articles posted on these sites are generally
free, as long as you include the writer's byline when you publish.
Design your template
Just as a magazine has a certain look that will appeal to their subscribers, so
must your email newsletter. Decide on a template design and stick with it so
your subscribers know what to expect with each issue. Think about how magazines
and newspapers have regular columns in each issue. Split your newsletter into
bite sized pieces so the content is easier for readers to digest.
HTML or Plain Text? It's really a matter of personal preference, and what you
think will most appeal to your readers. The jury is still out on whether one
sells better than the other, but if in doubt offer two lists: one in plain text
and one in HTML. Then let your subscribers decide.
Ready, Set, GO
You've defined your objectives, secured your content and designed your
newsletter. Now all you need to do is put it together and launch it to your
customers. For this you need a mailing list. Begin with your own in-house
list-made up of people who have specifically requested to receive information
from you. Set up a sign-up form on every page of your web site, advertise your
newsletter in online ezine directories or in other newsletters, and announce
your newsletter in your signature file--the tagline that is, or should be,
attached to every email you send.
However you choose to build your list, don't ever, ever become a spammer. Never
send your newsletter to anyone who hasn't specifically requested to receive it.
Remember, Can-spam regulations require every marketing email to include an
opt-out provision and a valid physical address. If you ignore these rules, you
do so at your own risk.
Email newsletters, are possibly one of the most effective marketing tools
available to online businesses. Exploit this opportunity and youre almost
guaranteed to pull targeted customers to your site, create demand for your
product, gather customer data and secure your company's success.
About the Author
Julia is an independent copywriter and consultant specializing in advertising
and search engine marketing services. To learn more about how Julia can help
boost your company's profits visit her site at www.juliahyde.com. You may also
like to sign up for Marketing Works! Julia's monthly ezine. Visit
www.juliahyde.com/form.html to sign up or email Julia at
mailto:info@juliahyde.com for details.
|
