How to Compose the Perfect Newsletter Every Time

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Newsletters are a tried and tested way for a business to keep its customers updated on the latest news and developments. From product launches to new store openings, newsletters make it easy to ensure that your customers are aware of all the most important developments and are therefore able to take advantage of your latest products and services.

Newsletter

Why You Should Use Newsletters

When newsletters are used to their full effectiveness, they can provide one of the most effective tools at a business’s disposal for boosting sales and increasing interest in new products. But simply sending out newsletters and making the announcement in itself isn’t going to do you much good. If you aren’t producing consistently worthwhile newsletters, there’s a good chance that your customers will begin sending them straight to their spam folders. If your newsletters aren’t even being read, they aren’t going to be able to generate much revenue for you.

Composing consistently great newsletters will require a considered approach and a coherent strategy. The following tips will help you to develop a strategy to ensure that every time you create a newsletter, it is engaging and worthwhile for your subscribers.

Find Out Who Your Target Audience is

You will find it much harder to produce quality newsletters if you are uncertain of who you are writing them for. Your target audience will obviously consist of customers of your business, but in most cases, those who have opted to receive your newsletter will represent a specific subset of your users. You should try and identify the demographic of your newsletter audience as soon as you can.

It is a good idea to collect some basic information about your customers when they are registering to receive your newsletter. Not only will this allow you to define your target audience much more easily, it also opens up some opportunities to add an element of personalisation. Just by including your customers’ first names in the greeting of your newsletters, you will make your content automatically more engaging for them.

Make Sure Your Newsletter Has a Purpose

Just as it helps to know who you are writing for, you should also be certain of why you are writing your newsletter. Sometimes this will be obvious, for example, if you are announcing a new product and want to inform your audience about it.

However, many businesses also send out newsletters in between major launches. These general communications should be similarly planned and have a purpose. A newsletter is a great way of ensuring that your business stays at the front of your customers’ minds, and there’s nothing wrong with sending out the occasional newsletter primarily for this purpose. That doesn’t mean you shouldn’t carefully consider the content though.

In fact, it is the content of these more general communications that will largely decide how your customers view your business and your newsletters.

While you are ensuring that your business remains in the forefront of your customers’ minds, take the opportunity to also accomplish other important objectives. For example, by including a call to action to visit your website, you can give your traffic a welcome boost. Similarly, you can take the opportunity to build your relationship with your customers, and to encourage an uptick in sales.

Make Sure it Has Value

Every newsletter you compose should be written with a sense of purpose and an objective. But while you are defining these, you should constantly be asking yourself how your newsletter is delivering value to subscribers. If your newsletters aren’t offering value, there’s a good chance they will soon start being sent to spam folders.

If emails from your domain are regularly being sent to spam folders, you will lose trustworthiness, both amongst your subscribers and amongst email providers. Ensure that every newsletter you write delivers value and offers something to your subscribers so that it is worth their time to read it.

Keep Them Regular

Just as important as the content of your newsletters is the frequency with which you distribute them. Sending out your newsletters according to a regular schedule helps your subscribers by making it easy for them to find your emails. When they know that an email is going to be coming from a business that they are interested in, they are more likely to read it than if it appears to be a random communication.

While it is important to make your newsletters regular, it is equally important that you don’t allow this to bring the quality down. It is better to skip a newsletter than it is to send one out that will make your company look bad.

Composing effective and engaging newsletters isn’t exactly rocket science, but it does require a considered approach. Those who don’t take the time to think and plan their newsletters are liable to start sending out sub-par communications that ultimately harm the business’s image.

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Vishal Gaikar

Article by Vishal

Vishal Gaikar is a professional blogger from Pune, India. If you like this post, you can follow him on Twitter, also you can add him on Google+.

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