If your e-newsletters offer something of value that pertains directly to your clients’ needs, they are more likely to respond and you will have a successful medium through which to share information.
BREVITY IS A VIRTUE
Keep your e-newsletters short and to the point. In today’s busy global marketplace, the saying “time is money” has never been truer. Attention spans are short; grab them with enticing headlines in bold or large font. Many people enjoy the use of color, as well, so make them colorful. It doesn’t cost any more to add color to an e-newsletter. Ensure whatever words you choose have the meaning you want to convey. Readers won’t be happy if you waste their time, and they most likely won’t read your e-newsletter again.
INVITE – DON’T SELL
An e-newsletter shouldn’t be about tooting your own horn, but rather an invitation to your clients to consider how your services can complement their business needs and help them be more successful. Offer quality services, and they will pay attention.
Don’t forget relevant links: links to your web site; links to pertinent and valuable information. These days, it’s all about quality, quality, quality. If you send an e-newsletter written with honesty and integrity, your clients will pay attention. With responsible links in your e-newsletter, you’ll be helping them gain access to the products/services they need that you can offer them. Again, don’t waste their time with irrelevant links.
Printed newsletters can also be of value, but you need the right kind of circumstances for them to be useful. They are more demanding in time and money, and you will need them to be successful to offset the associated expenses. If you are exhibiting at a particular forum that relates to your business, printed newsletters (again, keep them short and to the point) can be good hand-outs.
Most paper products today, though, end up in recycling containers. Utilizing e-newsletters, your clients can store them on a variety of electronic devices and refer back to them, if so desired. They can also be deleted at the touch of a button, so make them worthwhile to your clients and valuable for them to retain and re-use.