Best Practices for eNewsletters

The eNewsletter is an excellent engagement tool for small businesses to interact with their customers and prospects. Here are some tips on making the most of these campaigns:

1. It all starts with the subject line.
Be specific enough so your readers know what the newsletter is about, but don’t get mired in the dull. Be creative to show your businesses personality.

2. Take the opportunity to educate your audience.
Don’t just sell or promote. Provide tips or ideas to your audience. This establishes you as a trusted expert. Sure it’s ok to include a promotional offer or share a new product, but the bulk of the content should be educational.

3. People like pictures.
Visuals make your newsletter more engaging to the reader. They also reinforce the content in your newsletter. You can find many sites that offer free or low cost photos and illustrations or you can snap your own.

4. Keep it simple with one primary call to action.
If you asked your reader to do multiple tasks to respond to you, you decrease the rate of response. Have a simple call to action message inviting your readers to engage with you.

5. Finally, test your newsletter on a regular basis.
Each time you send a newsletter, you have the opportunity to measure the responses. What are your readers engaging with the most? The least? Use this information to tailor future newsletters to get the most bang for your buck.

There are many email newsletter services available online at varying degrees of cost. These services are particularly nice for measuring results. Constant Contact, Mail Chimp and Mashable are just a few of these services. They also offer tips and ideas on improving your newsletter effectiveness. Happy writing!

Updated: February 17, 2014 — 9:33 am

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