E-newsletters and why you need to start one

Plus, how to write one that’s “click-worthy”

Okay, show of hands: who checks their email once a day? Three times? Six or more times a day?

That’s why you need to start an e-newsletter. BOOM! (I’m tempted to just drop the mic and walk away at this point, but I’ll carry on.)

You may think that newsletters are old school, but the fact is they still work. In a study in which consumers were asked which medium they’d like to receive updates from, 90% preferred an email newsletter, while only 10% picked Facebook. And when it comes to click-throughs, another study found that email click-through rates are six times that of a tweet.

Just in case you need more convincing, here are some other great reasons to think about starting your own e-newsletter.

Let me introduce myself. Oh, wait, I don’t have to . . .

Typically, your newsletter subscribers already know you. Many are past or current clients, others may have run across a blog or signed up through your website. Regardless of how they got on your list, chances are your newsletter isn’t the first time they’ve been exposed to you and/or your company. And if you’re trying to sell something to someone, it’s much easier if you’re a recognized commodity.

Newsletters keep you top of mind with clients

Wouldn’t you rather work with a familiar face? No matter how established you are, a newsletter can help you maintain a presence. The more often your clients, or potential ones, think of you, the easier it is to differentiate yourself from other businesses. While it may just be a funny subject line or even a deleted email, you’ve still made another impression. The nice thing about an email is that it sits there in an inbox until it gets dealt with, unlike a Facebook post that gets replaced. And by providing useful, interesting and/or entertaining content, you will stay on their radar.

E-newsletters support other types of marketing

You may have the best blog on the planet, but every now and then it will get overlooked, so a newsletter is an opportunity to offer a round-up of recent content or direct links to specific blog posts. And, of course, you can use your newsletter as a form of direct marketing by offering time-sensitive deals or monthly specials. You can even include ads in the sidebar or at the bottom of the newsletter. Just be careful not to turn it into the equivalent of a newspaper flyer that gets trashed.

Use your newsletter to build your brand

Not sure that you want to sell products or services through your newsletter? Then sell yourself and your brand. Creating a relationship with customers is always beneficial. Use your newsletter to let clients know what’s happening in your business – maybe introduce a new employee, tell them a story about a unique job or include a photo of the new office fish. Make a connection.

How to write a “click-worthy” newsletter

• First, establish your audience and your goals: know who you’re writing for and what you want to accomplish.
• Keep it focused: pick a primary call-to-action. You may have different pieces of content and some “by-the-way” tidbits to throw in, but choose one main subject to feature.
• Keep your copy and design minimal: less is more. Make it easy to read, and don’t make your readers read too much. If you have a bunch of stuff you want to say on a topic, write a blog post and then use the newsletter to drive traffic to it. Keep clutter to a minimum and make it easy to see where any links are.
• Keep it useful: not every newsletter has to sell something. In fact, many shouldn’t. A nice balance of educational/entertaining and promotional will keep subscribers opening.
• Keep tabs: use a distribution program that shows what’s working and what isn’t. By looking at results on opens and click-throughs to other content, you can start to figure out how to adjust accordingly. And don’t forget to ask for feedback! (Something you can actually do with your newsletter, in fact.)
• Most importantly, keep it real: be genuine.

Now get writing, and let your awesomeness shine!