One of the most popular ways to stay in the forefront of our clients’ and prospects’ minds is to remind them of our presence with an e-newsletter. I’m sure by now most everyone has heard of these and with good reason… they’re effective!
E-newsletters help us maintain a relationship with folks who have done business – or expressed an interest in doing business – with us. They give us an avenue to build our credibility and brand. And if done properly, they motivate repeat business and – best of all – referrals because they are so easy to share!
So let’s discuss the 8 Building Blocks of an Exceptional E-Newsletter that you can incorporate into one you’re already doing or if you are finally recognizing their value and want to implement one.
- Newsletters should be sent to all of your customers, clients, leads, and prospects. Don’t be chintzy!
- They offer an opportunity to promote a new product or service we are offering, or a brilliant transformation we’ve made to an existing one… but in a low-key way (more on that later). If we’re in the position to offer sales or promotions, this is also the place to do so.
- It’s very important to provide valuable information that your customers want and expect from you. Prospects of a pet-sitter don’t want articles about pruning roses – they’re anticipating information and tips about their pets. Stay focused on your industry!
- The aforementioned information needs to be interesting and useful – and possibly a bit humorous – something that readers want to share with others and keep for future reference.
- The entire newsletter should not come off as a high-pressure sales tactic. The purpose of an ezine is to be subtle… to remain in the minds of your clients without annoying them and chasing them away.
- A better way to promote your business is to let others do it for you, so you should include customer testimonials or success stories in your newsletter.
- The tone of the whole piece should be light and conversational. Imagine when you are composing it that you’re talking to one person, your ideal client. Furthermore, take into consideration your ideal client might not know all your technical jargon, so keep it at a level that most people can relate with.
- A newsletter needs to be published (or emailed) consistently. Set a schedule and stick to it, whether it’s once a week, once or twice a month, or quarterly. Once you establish a schedule, your readers will begin to expect it… if you break that cycle you risk the chance of losing credibility or dependability in their eyes. Think about it, aren’t there certain newsletters you receive like clockwork?
Keeping in touch with customers is a practice that’s been going on for many years… certainly long before you ever became an entrepreneur! The reasons for this are many, and though the mediums used to stay in touch have changed greatly over the years, the benefits have not. We all want to retain past customers, turn prospects into sales, receive referrals and ultimately increase our profits. We would be foolish not to utilize a simple, cost-effective and proven method!
So, are you thinking harder about your own e-newsletter? Need some help? Give me a call!
WANT TO USE THIS ARTICLE? Please do! Just let me know and include this blurb with it: © 1/26/2011 by Professional Virtual Assistant and Animal-Lover Support Specialist Kimberly J. McCloskey. “Together We Will be Partners in Productivity, Creativity and Personal Growth.” Request your subscription at www.va-partner.com.
