Convincing people to sign up for your electronic newsletter takes knowing who your readers are. Age, location, gender, education level, and average income can be important in considering your message.
Give them what they want. Most people want to learn something from a newsletter and be entertained. Use humor and photos whenever possible. Keep it short and sweet. I don't like to click on links from a newsletter. I want to see it and read it -- no waiting, thank you. Sometimes that is not possible, and I will click the link if I know the article is something really important to me.
Offer incentives -- a give-a-way or inclusion in a drawing for a prize. Specials for "subscribers only" may help increase the number of those who sign up to receive your newsletter. Talk with people like your customers and ask them what they want. If you have the means, do a survey.
Tried and true recipes sometimes are fun or a review of a great restaurant (if it is a local newsletter), relevant book, or links to articles with expert information.
Set a tone and try to keep it consist ant. Don't advertise a monthly newsletter if you cannot meet the deadline. Advertise it as an occasional newsletter.
Do not send SPAM. Develop a permission-based newsletter. Do not send emails that allow others to see every one's email addresses. That's worse than SPAM! Allow people to unsubscribe when they want. An email contact management program or service, such as Constant Contact, helps to manage the information and saves you time -- hours you could spend enjoying life.
Keep track of how many newsletters are opened. How many sales are brought in by the special you offered.
Quality is more important than quantity. Start small and build a following by offering people what they want. Be sure to put links to your web site and other pages that are important for your readers. Include your contact information. Have fun with it and your readers will enjoy it. Let them know it is okay to share it with others -- especially if you offer a sale item.
A newsletter is usually part of a marketing plan. It help build name recognition and customer loyalty. Plan first, then take steps to begin sending an electronic newsletter.
Betsy Hanscom writes a monthly e-Newsletter for her company, Maine Warmers. She has a drawing once a month and sends a free warmer to a person whose name was picked from the list of all subscribers. This month's winner won a Cozy Polar Bear.
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