Newsletters offer a way to inform, entertain, and sell to your customer base. This form of marketing is great at making the soft sell. You can create savvy consumers who know all the uses for your product and understand all its benefits. Publishing an online newsletter takes some creativity, some technical knowledge and often some research. Here are a few things you need to do when setting up your newsletter.
1. Topics
Start by making a list of all the topics you would like to cover in upcoming newsletters. You can write about how your industry relates to current events in the news. You might want to introduce new products or talk about new uses for long-running products. A newsletter is a good place to launch a promotion or to give a company profile. Brainstorm up a list until you have many options from which to choose.
2. Layout
Make a preliminary sketch of the way you want your newsletter to look. Draw boxes where you will have text and photos. When you have a general layout, work with a newsletter designer or someone in your company who is technologically knowledgeable to create the basic look and template for your newsletter.
3. News
Your newsletter should be informative above all else. Otherwise, it would be called a sales brochure and not a newsletter. Make up a general theme for each regular newsletter and write articles around that subject area. For example, you might sell skin care products. In a December newsletter, you could base your theme on winter weather. You could suggest ways moisturizing products can be used to greatest effect in winter. Another article might be a news item about the effects of sun exposure on the skin during the winter. Finally, you could introduce a new product that would make a great stocking stuffer for Christmas. In June, you could do an equally informative summer theme.
4. Special Features
One nice thing about online newsletters is that you can include links. Because of this, you can use video in your company newsletter. Just place a link in the body of the newsletter along with an instruction to view the video for information on X topic. Of course, you will have to make the video if you are not going to use one you already have on hand.
Another special feature might be a coupon code or special offer for the month. Although the words you put with your featured item technically amount to sales copy, the pitch should be subtle, pleasant and informative. You have a great deal to offer; you are just sharing the news with your loyal customers.
Newsletter marketing can help you build loyalty to your brand. With your newsletter articles, you can make your customers better-informed shoppers. They will want to tell others about your newsletter, and about your product. Ultimately, the point of the newsletter will be served when you make new sales to existing customers and find new customers in the bargain.
Image: Salvatore Vuono / FreeDigitalPhotos.net
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