Every time you send out a newsletter, you remind people about your products
and services. And if your information is useful and relevant, you'll enhance
your reputation. While both paper and e-mail newsletters have their uses, e-mail
newsletters are a simpler and more inexpensive way to stay in touch with your
mailing list.
By providing a free e-newsletter, you're creating a win-win situation; you're
giving readers information they need in a format that's quick and easy to
understand while providing updates about your business. So how do you get
started?
The Basics
Topics: Determine what topics you'll cover. If you're lucky, you already
have a niche that creates a newsletter focus for you. For instance, a law firm
that focuses on intellectual property could provide new research and tips on
patents and trademarks, and an insurance advisor could provide risk management
tips. If you don't have a narrow niche, consider topics your readers would be
interested in. A hair salon could provide information on new hair styles and
hair care. Tips on increasing small business profits would be great for a small
business coach. A children's clothing store could provide parenting tips.
Frequency: Typically, e-mail newsletters are sent out weekly, biweekly
or monthly. If you send them out less frequently, they won't be as effective.
The key here is to be consistent.
Length: Consider starting out with a one-page e-mail newsletter. Make
sure you don't create a long newsletter and find yourself constantly searching
for information to fill it with.
Format and Content
Format: You can create your own, hire someone to create one for you or
use an existing template created by a newsletter service, like
Constant Contact.
Content: You can include articles, editor's notes, discounts on
featured products or services, updates on your business or some combination of
these items.
Your Mailing List
This is a critical part of the e-mail newsletter process, and you need to get
opt-in e-mail addresses--people who choose to subscribe. So how do you get
subscribers?
- Ask your friends, associates and clients if they'd like to receive your
free newsletter.
- At networking meetings, ask all new contacts if you can sign them up.
- Include information in your e-mail signature about how people can sign
up for your newsletter.
- Include a link to the sign-up on all articles you write, and submit free
articles to print and web publications.
- Join chat or discussion groups and include your newsletter offer in your
signature.
- Include highly visible promos on your website to make it easy for people
to subscribe.
Distribution
Even if you have a small mailing list, send out your newsletter with an e-mail
distribution service. The price is generally less than $50 per month and it'll
have many useful features. The service can tell you if you have words in your
newsletter that can be tagged as spam that'll prevent your newsletter from being
delivered, and it can also give you stats on how many people opened your
newsletter and how many clicked through to your site.
Follow these strategies, and you'll be well on your way to producing a
successful newsletter that'll enhance your image and help you grow your
business.
Margie Zable Fisher is the president of Zable Fisher Public Relations, a leader in small business public relations. To get free publicity opportunities in her weekly newsletter, visit zfpr.com.