Much like social media and a blog, e-newsletters can form part of a successful content marketing strategy for SMEs in many different sectors.
Newsletters can be used in a variety of ways, including to help keep your target market up-to-date with key company developments, market a new product or service, and promote brand engagement.
We take a look at the ways in which an e-newsletter could benefit your SME, and provide four tips for creating compelling ones.
What an e-newsletter can do
E-newsletters provide many benefits, including:
- An inexpensive way to keep in touch with your target market.
- Keep your target market abreast of new developments, products, deals, and special offers.
- Facilitate relationships, which can increase customer loyalty.
- Generate leads, which may in turn lead to increased sales.
- Act as a reminder about your brand – good for those busy people who may be inclined to forget!
- With a subscriber newsletter, only those genuinely interested in your brand sign up, which means they are more likely to be open to what you have to offer.
- Newsletters also provide the opportunity to include a variety of snippets from your blog that are likely to be of interest to your target audience. You can link from these snippets back to your website, helping to increase both traffic and engagement with your brand.
Tips and suggestions for newsletter writing
- Include a variety of short snippets and tips that provide interest and / or solve common issues that your audience may have, with links to your website for further reading. If you’re unsure about which topics to include, consider sending out a survey to ask your subscribers what subjects they would like to read about.
- Make sure to use compelling headlines as the ‘hook’ to draw readers in. Your headlines need to be punchy and to the point, and no more than a few words long.
- Include a mix of short items in the newsletter, but without overdoing it so it becomes overwhelming or cluttered. Suggestions include:
- Latest news from your industry.
- Tips and advice on a particular topic.
- Interesting facts or titbits on a topic of interest to your audience.
- Humorous segments if appropriate.
- Infographics that summarise statistics or facts.
- Eye-catching images that relate to the topics.
- Special offers for subscribers only – which can make your readers feel they are being given special preference not available to the general public.
- Consider picking out some of the more popular blog articles from your website and repurposing them into a newsletter format.
If you are unsure how to structure your newsletter, consider using a software program with templates to assist you. Some of the examples are:
- Mail Chimp – includes tools to assist you in getting your newsletters to the right audiences, and analytics so that you can measure the success of campaigns. The free version allows you to send 12,000 emails per month to 2,000 subscribers. Paid versions start at $25 per month and offer an unlimited number of emails.
- m2news – this program enables you to create newsletters that are targeted to specific groups, track email opens and forwards, and measure campaigns. Emails start at 3 cents each but reduce in cost the more you send.
Another option is to simply create your own e-newsletters and send them by email. If you find that the included images are making the files too big, a virtual fax service like mBox can help you send send large files via email without clogging your server.
E-newsletters can be a very effective content marketing tool for your business, and a means of maintaining that all-important ongoing connection with your customers.
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