NEWSLETTER, EZINE AND E-MAIL NEWSLETTER
Newsletters are one of the most powerful tools for generating traffic and sales.
In traditional formats, a newsletter can be hard work, time consuming and incurr expense associated with, design, printing and distribution.
An electronic newsletter, on the other hand, is easy to produce. There are no printing costs. No mailing hassles and no mailing expenses.
1) Free newsletter subscription :
A free subscription newsletter can be a highly valuable marketing tool!
Subscribers to your newsletter will become very loyal customers if you show them that you are honest, credible and that you really know what you are talking about. They will not only buy what you are offering now, they will also buy entirely different products that you offer in the future because you will have established your credibility and developed a rapport with them.
A free newsletter subscription gives you the perfect opportunity to…
- Offer special promotional pricing to “subscribers only”
- Send updates and announce new products / services
- Run a survey to learn exactly who your customers and subscribers are and what they are looking for
- Offer special “subscriber only” bonuses with a purchase
Your newsletter subscriber base is not just any group of people. It’s a targeted list of your best potential customers!
2) Paid Newsletter Subscription
If the information you offer is valuable and cannot be found anywhere else for free, people will pay for it. The Internet is “littered” with e-business owners charging anywhere from £3.00 to £200.00 or more per year for a subscription to their newsletter.
The reason for people / companies making millions of pounds selling their newsletter is that if you have something of value to offer, people will pay for it.
Your E Newsletter need to have a Content Formula
It's one thing to say you've decided to build a relationship with prospects and customers by creating an email newsletter; it's another to carry it off with the flair and substance that will fulfill your business objectives -- namely, more leads, increased sales, and heightened credibility for your company.
Whether you're doing it to generate leads or make a profit, you must have a formula for turning out compelling content issue after issue.
So how do you create a content formula? You start with a laundry list (see below). Then you select a set of topics that you can use repeatedly -- topics that make sense when packaged together.
Below are some ideas you can use when brainstorming content for your newsletter:
- Customer success stories
- Case studies
- Interviews with industry experts
- Contributions from experts inside your company
- A "letter" from the Managing Director
- Reader feedback
- Q&A column
- Industry statistics
- Industry news or trends
- Tech tips column on how to use your product or service
- Longer how-to articles about your products
- Contributed articles by experts (can be from other publications)
- History of your company
- Interviews with key staff (e.g., your product development manager)
- International (your company's activities overseas)
- Community news (e.g., a story about a project or event your company has sponsored)
- Quotation (e.g., Ernest Hemingway: "Never mistake motion for action")
- Fun facts
- Quiz or short survey
Now comes the hard part: deciding how to put a handful of these items together, issue after issue, to create a content formula.
||Here are some tips:
No More Than Five Regular Departments
In the offline magazine world, a department is a repeating topic that readers become familiar with. It's broad enough to encompass different kinds of stories but focused enough that you know what to expect.
No more than five regular departments is a good rule of thumb because it's tedious, as well as daunting, to read a table of contents with more than five items in it.
Stick to a Regular Approximate Word Count
No single article should be longer than about 500 words, and your newsletter itself shouldn't exceed 1,000 words. Why? Five hundred words is quite a bit to read online, whether in HTML or text. (And, of course, it looks longer in text if you adhere to a tidy-looking 65-character wrap for each line.)
One thousand words are about the right length, given the average reader's attention span and the way it lays out on the screen.
Adjust the Formula to Get the Right Mix for Each Issue.
Say you've decided that eight of the items on the laundry list above appeal to you as content ideas for your e-newsletter. But you know you can't fit more than five of them into each issue. Stick to two or three topics that you include each time. Then rotate two or three others from your list.
For example, each issue might include a lead article, a secondary article, and a short letter from the editor or MD. Then, depending on whether you have space, you can add industry news or events, an instant poll, a fun fact, community news, or a snippet of history about your company.
Package Your Topics Creatively
Think broadly when you consider the items in the laundry list. You might combine the tech tips, case studies, and reader feedback in a Q&A format. A client I'm working with to develop a newsletter has come up with precisely this formula.
Each of her issues will include a "question" from a reader outlining a scenario or challenge related to the product her company sells. She will "answer" the question by providing a solution to this type of problem. This allows her to position her company as expert while subtly promoting her product line. The reader whose question is published wins a T-shirt emblazoned with the company's logo.
Apply Editorial Standards
Here's where some journalistic acumen will come in handy. What is the right balance of articles for each issue? Which should be the lead article? You'll develop a feel for this. Or hire a freelance editor or copywriter to help. Apply the got to-read principle when drawing up your table of contents and composing the subject line for each issue. Do not title each issue: Vol. 1, Issue 3, and Newsletter Name.
Finally, remember that less is more with e-newsletters. Better to publish a short, pithy issue and save a few articles for next time.
Attracting thousands of subscribers
It goes without saying that the more subscribers you can attract to your newsletter, the more successful it’s going to be. Any promotions you run will be more successful because you will have that many more people with whom you’ve established a relationship. The next obvious question is how do you convince thousands of people to subscribe to your newsletter?
The following strategies are aimed at actively promoting your newsletter to attract a steady stream of new subscribers:
Strategy No.1: Promote Your Newsletter On Your Web Site
Make sure that everyone who visits your web site is offered the opportunity at least once – if not twice – to subscribe to your newsletter.
Be sure to include a short paragraph that describes exactly what your newsletter is about and how the reader will benefit from their subscription.
||strategically position a pop-up window that prompts your visitors to subscribe to your newsletter as soon as they enter your web site. This strategy has been proven to double daily newsletter subscriptions immediately!
Strategy No.2: E-mail Signatures
An electronic signature – also referred to as a “sig file” – is a three to six line footer that you can attach to the bottom of your e-mail messages and public forum postings… and it’s a prime spot to advertise your newsletter!
Unlike a lot of other blatant advertisements, a sig file is universally accepted… so take advantage of this perfect opportunity to plug your newsletter.
Strategy No.3: Classified Ad Swapping
This is a great trick for increasing your subscriber base and involves contacting other newsletters that relate to your target market and offering to swap ads with them.
Subscribers will appreciate the recommendation of another source of quality information and as long as the web site is complementary and not competitive, it’s not going to hurt your business.
Strategy No.4: Newsgroup Postings
If you know of newsgroups that relate to your newsletter topic this is a great place to start advertising your newsletter. Simply post a brief description of your newsletter and a link to your subscription page.
Strategy No.5: Gift subscriptions
Offer or announce “gift subscriptions” in your newsletters that will allow your current subscribers to go to a web page and send a subscription to a friend.
One web site built most of their mailing list using this strategy alone. They went from 5,000 subscribers to 16,000 in less than one year; that’s an increase of 220%.
Strategy No.6: Clubs and Organisations
Offer a free subscription to members of clubs and organisations that are related to your industry. This is a great way to get large numbers of people to join your newsletter with very little work!
Strategy No.7: Discussion Lists and Forums
Discussion lists and forums are great places to easily find extremely targeted potential subscribers. By locating forums or e-mail discussion lists that are related to your industry you can easily promote your newsletter with a few simple postings!
Strategy No.8: Renting Opt-in E-mail Lists
Renting e-mail addresses from third-party providers is a route that some new newsletter owners choose because there is quick access to hundreds, if not thousands of people who have “opted” to receive e-mail on topics that interest them.
If you decide to use a service like this, it’s absolutely imperative that you find out how the e-mail addresses were obtained. You want e-mail addresses that have been collected ethically and responsibly from people who have given their permission and opted-in to the list.
Strategy No.9: Surveying for Subscribers
Post a survey in all related newsgroups, forums, discussion lists, related newsletters, etc.
People will come to your web site to fill out the survey and you can get them to sign up for your free newsletter. You could incorporate a survey question such as “would you like to receive a complementary copy of our monthly, avoid being ripped off newsletter – it has lots of hot off the press tips that will stop you being ripped off”. They just click “yes” and are subscribed.
To go one step further, when the results are published and e-mailed to the contributors, you can include a plug within that e-mail about your free newsletter and its benefits, again picking up more subscribers.
Mailing Your Newsletter To Thousands At The Click Of A Button
There are a few options open to you on method by which you can mail your newsletter to subscribers:
- You could use special software on your server that is designed for newsletters and discussion lists
- You can manage the newsletter yourself using software like Mailloop.
With Mailloop, you can run the newsletter yourself…or you can have someone else look after it from a remote location. An employee can manage everything from any computer in the world with a login name and password.
To Learn about Mailoop software that can help you automate your entire online business. Click here
The Last Steps You Should Take Before You Ever Send Out Your Newsletter!
Proofread all of it
Be critical of your content
Eyeball it for consistent formatting
Test, test, test!
Before you send your newsletter out to thousands of subscribers waiting to receive your publication you need to send a test.
E-mail your newsletter to a few business contacts / partners who use different e-mail clients and get their feedback. Make sure that the formatting remains consistent, and that such little details as the personalized greeting and subject line are perfect.
You’ll save yourself a lot of grief if you take this important step each and every time you do a mailing. Nothing will make you look unprofessional faster than formatting mistakes in a mailing to thousands.
For a free initial consultation on all aspect of you online newsletter campaign contact
Using classified ads to reach customers
Public relations / press releases
Creating profitable alliances with joint ventures
Testing surveying and tracking