Creating Your Own E-Mail Newsletter

Creating Your Own E-Mail Newsletter:

The decision to start a newsletter is a big one, since starting one without the infrastructure and dedication to keep it going can do more harm than good. When your e-mail newsletter is released, it will build expectations among subscribers, and if you fail to fulfill those expectations, it will result in a backlash as consumers doubt your reliability or dedication. Content sources, graphic sources, and e-mail capability are all part of the resources you'll need to submit the newsletter. When you build a timeline that details when the content needs to be done, when the illustrations need to be finished, and when the newsletter needs to be updated and then sent, it makes the commitment simpler. When deciding on a send date, bear in mind the other newsletters your subscribers are likely to receive, so you don't end up being just another email in their inbox. We suggest you send it at a time of the month when there is traditionally less traffic. Tudor, for example, sends its monthly e-mail newsletter at the end of the month since most of our rivals send their newsletters at the beginning or middle of the month. We've discovered that doing so raises our readership by around 20%.

There are six stages to creating a good newsletter. They are as follows:

1. Details

The importance and quality of the material you use in your newsletter determine whether it succeeds or fails. If you want your website to be entertaining, the content must be entertaining. If you want to educate people, your content should be educational. Tudor does not believe in using the newsletter for self-promotional purposes, since we believe that advertisements and self-serving content easily bore readers. There are other places where you can promote yourself. Your newsletter is a service to your clients, so it should be written from their viewpoint, not from yours. Your newsletter will eventually represent you as well as your customers if it is built to serve them.

2. Recurrence

You must determine how often you can send out your newsletter. There are two major aspects to consider when making a decision. The first thing to remember is how often your customers will read your newsletter. If your industry is inundated with newsletters, you may decide that there is too much reading material and that a quarterly newsletter is required. In comparison, you might note a lack of other newsletters as well as a desire for information, leading you to believe that a bi-weekly newsletter would be an excellent opportunity. The second element to remember is your own internal power. You don't want to set a standard for a newsletter that exceeds your capacity to deliver. The number of newsletters you can send out each month should be the primary factor in deciding how often you send out your newsletter.

3. Build a template

The appearance of your newsletter is important not only because it reflects your business, but also because it can influence how people receive it and whether or not they want to read it. A well-designed newsletter has a consistent delineation of all content areas, integrated, appropriate images, and a logo that fits the company's identity. It's critical that you think of your newsletter as an extension of your business, with a personality that represents the image you want to project to your industry.

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4. Informational database

The list of people to whom you give your newsletter is known as your index. Your list should be compiled from your current and prospective clients/customers, as well as industry influencers. You should make sure that anyone who gets your e-mail newsletter signed up for it or has a way to unsubscribe (clearly and easily marked in your e-mail). Snail mail may be used to send your newsletter, but the costs of printing and postage make e-mail a much more practical and cost-effective option. You can submit your newsletter in HTML, text, or PDF format using e-mail. You should choose your format based on the needs of your customers. Tudor uses PDF because our research showed that our clients prefer to receive our newsletter in that format. Your clients/customers may prefer a different format, but it's important to remember that format has no bearing on content, design, or frequency.

5. Marketing

Your newsletter needs marketing assistance in order to reach a larger audience and better represent your business as a marketing tool. It can receive assistance ranging from simple listing on your website (with a sign-up option) to ads and special attention. Tudor promotes its website by enabling reprints of our articles in magazines and other newsletters, showcasing the brand, our experience, and the fact that our newsletter provides ongoing exposure to the tips and ideas we publish.

6. Assessment

We recommend that you test your newsletter before sending it out to your entire list of subscribers so that you can take advantage of the input from your test community and send out the best newsletter possible. You can submit your newsletter to a random group of people (between 50 and 200), along with a short questionnaire asking for input on the look and content. You'll know the newer version is similar to your target market's needs and desires until you get their responses and implement some of their suggestions.

Your e-mail newsletter is a great way to communicate with and involve your clients/customers. Only start an e-mail newsletter if you have the money and determination to keep it running. When done correctly, it can be an effective and ongoing method for exposing and reinforcing your knowledge.