There are plenty of tools out there that have made it easier than ever to deliver an electronic newsletter. However, ease of use is not a substitute for good content. The hard work still needs to be done there. Here are three steps you can take to help your newsletter promote your brand and drive sales.
- Build a Database of Engaged Prospects
You want your newsletter to go to prospects who actually have an interest in your product or service. Respect their time and their in box. If they decide they no longer want to receive your newsletter, respect that.
- Recognize That Your Newsletter is a User Experience
Sending a newsletter via e-mail is a great opportunity to build a relationship with your prospects. Make sure you deliver information that is relevant to your prospects – not necessarily just information you want to share. There has to be a reason why prospects should want to read your newsletter. And, create a schedule and stick to it. Prospects want to know when they are going to receive communication from you. If you promise to reach out to them every week, make sure you do that.
- Always Start at the Beginning
Prospects opt-in to your newsletter at different times, so not everyone sees all of the same information. That can cause some confusion. It’s a good idea to catch prospects up by doing a series of e-mails geared directly to doing just that. Here’s where analytics can help you. After sending a welcome e-mail, you will want to follow up with strategic e-mails that highlight important information that may have been missed due to when the prospect entered the buying cycle. Choose past newsletter content that has scored the highest at converting to sales and send them out in a campaign.
Newsletters can be very successful at driving sales if you make sure you approach the opportunity correctly. Follow these three steps to get your newsletter on track.