The Ins and Outs of Email Newsletters
Email marketing has become a very popular tool in recent years and whether you find email newsletters tiresome or useful, it is a fact that email marketing is a very quick and easy way to keep in touch with your existing contacts and encourage that all important repeat business or referred business.
However, as always, to make email marketing work for you, you will need to plan your campaign(s) very carefully.
Below is a quick list of the top dos and don’ts of email marketing, to help guide you towards ‘how to do it right’.
- Always give your users the option to opt-out (there is a link at the bottom of this email enabling you to unsubscribe).
- Make your email newsletter interesting: offer free advice, special offers, let your clients know if you have new products or services, etc…
- Get straight to the point – your clients are likely to receive many other email newsletters, so keep it short, use simple language and NO jargon.
- Make it stand out – with an attractive design that will reinforce your company image. Your design may not be visible on all email programs but adding a link to a web-based version of your newsletter can solve this problem
- Get the frequency right – make sure that you actually have something interesting to say, but also make sure that your contacts don’t have a chance to forget you. Once a fortnight to once every 2 months is believed to be a good range.
- And finally – use a spell checker!
What about paper newsletters?
If email marketing is not for you or your clients prefer to receive paper copies of your newsletter, you may be interested in our previous article: Keeping in touch with postcard newsletters.
Recent Projects: Email Newsletters
The Fusion Business ezine:
Client: UKAEA
Objectives: To design and develop a web and email based newsletter to replace the existing paper quarterly ‘Fusion Business newsletter’. The new format was chosen because of its cost effectiveness and because it allowed several members of staff to contribute to the creation and review of each issue using a straightforward Content Management System. (see www.fusion-industry.org.uk/ezine)
The FLOODsite ezine:
Client: HR Wallingford
Objectives: To design and develop a web and email based newsletter for both members of the public who have previously registered to receive the ezine and a separate newsletter for project partners. The ezine is created as and when required by the project administrator via an easy to use Content Management System and is sent by email and available to view on the FLOODsite website. (see www.floodsite.net/ezine)
The IAH eNews:
Client: The International Association of Hydrogeologists
Objectives: To develop a system allowing IAH to send regular email newsletters to their members and registered members of the public having opted-in to receive email updates. We designed a very simple email template reminiscent of the IAH website and an easy to use Content Management System allowing IAH to create and send emails directly.