Don’t let this effective marketing tool stagnate — make it work for you!

E-Newsletters are commonplace in most businesses marketing. Whether they’re sent weekly, monthly, quarterly or annually — it’s important to maximise them.

I all too often come across businesses that use E-Newsletters, and other marketing, over and over and over again. The problem is, they don’t look to improve and change them. The reasons for their existence have long been forgotten, and they’ve become just another task on some poor marketers checklist.

Before we look at improving E-Newsletters, let’s look at who they’re sent to:

  • Existing customers
  • Prospects, leads and other people on the mailing list

And what’s the purpose of an E-Newsletter:

  • To engage with current and potential customers
  • To build an existing brand
  • To up-sell and cross-sell to existing customers
  • To promote new products and offers

That being said then, how can E-Newsletters be improved to achieve it’s purpose and speak to it’s audience better?

Improvement 1: Make It Useful

There’s a lot you want to get out of your E-Newsletter. But in order to get anything out of it, you need to first give. Therefore a key improvement and focus needs to be on making it USEFUL.

It needs to be jam packed with valuable information that readers can use to improve areas of their life. Give, give and give some more. Don’t stop giving, every single issue.

Doing so will make sure that your readers never want to miss another issue, and won’t simply delete the next one when it arrives in their inbox.

But it will also make them more susceptible to promotions inside of the E-Newsletter. If you’re trying to promote a new product for example, first give some useful information in relation to the problems that product solves.

Improvement 2: Make It Interesting

Next, your E-Newsletter needs to be interesting too. A careful balance must be established between being useful and interesting. An E-Newsletter could be jam packed full of useful information, but if it’s not an interesting read people will switch off and it will all be for nothing.

Make every attempt to relate the content in your E-Newsletter to your audience. Add anecdotes, conversational language and even jokes and humour.

Whilst at the same time, ensuring the content is still very useful.

Improvement 3: Make It Simple

Your E-Newsletter will only be useful and interesting if it’s also simple. It needs to be short. Not short enough that value is missed out, but short and snappy enough to get to the point whilst also being interesting.

That’s not to say that the E-Newsletter as a whole should be short, but different articles in it should be. Aim for 5–8 articles in total, including a promotion, case study, testimonial and call to action.

Improvement 4: Make It Authentic

Your E-Newsletter needs to achieve everything you want it to, whilst also representing your business and your culture. It has to be authentic.

It’s easy when reading blogs like this to systematise an E-Newsletter so it maximises results. But that risks it being too robotic, too artificial. It’s therefore important to take the time to turn your useful, interesting and simple E-Newsletters authentic.

It should be yours, and yours alone. Not some templated sales piece. It’s a representation of your business and everything it stands for. Never lose sight of that.

These 4 improvements will make creating E-Newsletters a longer and harder process. But that’s fine, because it will make it much more effective for you.

The 4 improvements should also be applied to all of your other marketing too — when reviewing other marketing content, think to yourself;

Is this useful?

Is this interesting?

Is this simple?

Is this authentic?

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