We do a lot of newsletters here at TLD, and we get great feedback – people saying they love our newsletters and always read them.
Email newsletters happen to be one of the best types of marketing out there (as usual, if it’s done well). This is because:
- You are sending email to your own mailing list, so it’s people who know you already
- You can segment your lists into specific groups and then really tailor your messages
- It reminds people you are still around, and shares how your company is evolving
- Most good email marketing programmes give you useful stats on who opened your newsletter, how many times, and what links they clicked on- so you can learn as you go.
- People are going to be in their inboxes every day – the majority of people will not ignore their email – so they WILL see at least your subject line (even if they delete your email).
- You can continue to grow your mailing list as time goes by.
But some find it hard to come up with ideas for what to put in their newsletters. Especially when you are a non-retail business, you don’t want your newsletter to just be pure ads and promotions.
Here are some that you can use to ensure variety and interest for your audience, with a good link to your business, people, and services.
- “A day in the life.” People are curious. Ask one of your team to write a blog post about a typical day at work and all the things they get up to. Feature this in your newsletter with a link to the post (don’t forget to include a nice picture). It gives people insight into what your team members actually do! This can also be repeated in future issues with other team members.
- Featured client. Tell the story of a project you did for one of your favourite clients. Include images of the project and if possible a picture of the client (especially if you can get one of the client visiting you). Put this information in a blog post and write an introduction and link to it for your newsletter.
- Tips, apps or tools. There must be something you use within your business which helps you that you can share with your readers. It may be online apps you use for efficiency or productivity. Or it may be online shops you like to order your equipment from. Or it may be time saving or routine habits you have tried and tested and found work for you. Share these in three quick sharp bulleted sentences with your newsletter readers. And don’t forget to provide links.
- Link to a “how to” blog post. People love to learn new and useful things. There must be something in your business you do as second nature, that others find challenging. It may not even be a main service, but if you make a good and useful step by step guide, and if it’s something your target audience would like, then they will associate you with being useful and helpful.
- You interviewed someone. Do you know anyone who has either a mild (or major) celebrity status in your field, or is an incredible source of knowledge, or has an interesting business story? Ask them if they want to be interviewed for your blog – and if they say yes, send them 5-15 questions. If you promise them editorial veto power, and shine a flattering light on them, then you will be helping them, and they will be helping you with great content on your blog. Then, highlight this in your newsletter of course – and link to your interview blog!
- Picture of the month. I say month but it could be your newsletter is weekly or quarterly. Maybe you can feature an amazing picture you took recently which shows off something to do with your business – great images make newsletters far more interesting and engaging.
And if you want to add me to your newsletter, email me and let me know you read this post. My email address is keren[at]topleftdesign.com.