If you are unfamiliar with business laws the regulate Internet mailings, please take time to read:
Follow these five easy tips to attract and keep subscribers by creating a professional-quality, online business newsletter.1. Creating a Mailing List - Solicited or Unsolicited?
There are many ways to build a newsletter subscriber list but the best place to start is by adding a "Subscribe" button to your website or blog.
Whenever possible, do not automatically add subscribers without their permission. It is annoying to customers and may even be illegal. Be sure you give subscribers a way to "opt out" (unsubscribe).
Do not purchase email lists - they are a waste of good money and no reputable mailing list service will allow you to use their services with purchased email lists.
If you do decide to send out unsolicited emails, be sure to read Unsolicited Email Marketing Campaign Mistakes first. The wrong approach will result in alienating potential customers rather than attracting new ones.
2. Decide How You Will Manage Your Email List
With time and the right strategy your mailing list will grow. How will you handle your newsletter if you have 1,000 subscribers? Or 10,000? When choosing a commercial list management service think about price and features that will serve your long-term goals and needs. Switching services you outgrow can be a hassle and confusing to subscribers who may opt out if you migrate lists to new places.
Service Reviews of Popular Email Marketing and List Providers:
3. Have Something to Say - Don't Jusy Say Anything
If you don't have anything to say, skip an issue. Or, if your own business news is slow, talk about the industry, offer tips, strategies, expert advice, coupons, or other information that provides some value to the reader.
Keep the newsletter simple and focused. Try to offer only 1 or 2 in-depth pieces or a list of teaser blurbs with links to your website for more information.
Remember your audience: if you are addressing high level professionals, keep your newsletter short and to the point. Lawyers, doctors, and upper management executives are the least likely to read a long or verbose newsletter. For the general public, write at a language level of an average 6th grader. You do not have to talk "down" to your audience - just be clear.
4. Be Creative With Your Subject Line
Don't waste precious subject line space with issue numbers and dates. Offer a brief (20-50 characters) teaser about your newsletter. If your subject line does not catch the subscriber's eye, they may not open the newsletter.
- Change your subject line with every newsletter edition.
- Be clear: "Sales Event" is a lot less enticing than ""1/2 Off All Outerwear."
- Make it seem personal. For example, "Information About Our Upcoming Gala" is boring and ineffective. Try something like "Dress Your Best & Show Off Your Dance Moves."
5. Give a Call to Action
Newsletters are a form of marketing and marketing is not effective without a call to action. Offer a click-through survey, coupon, or teaser to your website.
Never send out a newsletter that offers no options to respond to except "unsubscribe." Even images should have links in case someone clicks on them - just make sure all links take the subscriber to someplace worthwhile and expected.
