An eNewsletter has become common practice for many businesses, and you probably get at least a few delivered to your inbox every month. They are relevant in nearly every industry- print included – and allow for tracking of clicks and opens. It is a powerful weapon in every marketing department’s arsenal. And even better, it tends not to be a particularly expensive endeavor. Templates make eNewsletters repeatable and easy to manage.
Is your company using an eNewsletter? Whether the answer to that question is “yes” or “no”, there are some tips to help you receive better returns and reap higher benefits from it.
1. Your Best Content Gets Another Day
Great content is the linchpin of any eNewsletter. In our office, we are firm believers that content is king. With an eNewsletter, hand pick your favorite content from the last month and redistribute it. Select the pieces that you think are best suited for being read again. Using analytics, see which of your content pieces have gotten the best reception. Take note of this when crafting content in the future.
Tailored content creates a loyal readership and customer base. Sophisticated tracking allows for understanding of the best times to send these to your readers. Maximize every last bit of content. There are people out there who want to read it. Find them.
2. Build Your Database
An eNewsletter is one of the best ways to capture names and information from those who are interested in your business. Signing up for an eNewsletter is a conscious decision made by someone who wants to consume your material and be updated on your company’s news. Make it a mission to gain as much contact information as you can, and use it to your advantage for email blasts and promotions down the road.
As your database expands, the eNewsletter functions as a regular touchpoint. Your branding is being delivered directly to the inboxes of your audience.
3. Convert Those Leads
An eNewsletter is a marketer’s dream. Once a month, you get to send a tailored message to an engaged audience who, presumably, is interested in reading it. Provide calls to action, incentives, coupons, contests – whatever it takes to get those people to take the next step towards buying your products or services.
If you would like help getting an eNewsletter started for your company, send me a Tweet @johnfoleyjr, I’d love to share suggestions!