Elements of a Great E-Newsletter
Though social media has gotten most of the attention lately when it comes to small business marketing, e-newsletters are also a great option for keeping in touch with customers and following up with prospects. The variety of newsletter templates available with most email marketing services make putting one together pretty easy, but the question remains – what should I put in my e-newsletter? Here are the components that every successful e-newsletter should include.
Catchy subject line
An e-newsletter is of no use if it doesn’t get opened and read, and a compelling subject line is the key. Pique the reader’s interest, but don’t try to be too clever – no one wants to spend time trying to figure out what the subject line means. And try to keep it to 50 characters or less so it won’t get truncated.
Consistent branding and design
Make sure your e-newsletter is properly branded with your logo and coordinates with your website and other online marketing platforms in terms of colors, fonts, etc. When it comes to your marketing materials, consistency is key – too much variety on the branding and design can confuse readers, leading them to wonder if they’re dealing with different companies.
Short, simple format
Obviously you can provide your readers with a bit more content in an e-newsletter than you can with social media, but they still don’t wasn’t to have to slog through a bunch of overly long articles. An introduction and a single 300-700-word article is fine, perhaps coupled with a list of upcoming events or a call to action. Make sure the article is relevant, interesting, and up-to-date – you want your e-newsletter to be of use to readers, not just something they’ll read and immediately forget about.
Most email marketing services automatically include contact information in the e-newsletter, but it’s often in fine print at the bottom, so it’s a good idea to include at least your email address and website in the body, perhaps in the introduction. Many service companies also allow you to integrate social media within your emails – if yours doesn’t, you should at least include links to your social media profiles.
Publishing an e-newsletter is a great way to stay top-of-mind with current and potential customers. Putting one together is pretty straightforward, and if you include the above components in each issue, you’ve got the foundation for an effective marketing tool that will serve you well for the long haul.