Simple steps to effective e-newsletters

Many proactive businesses are now capturing key client data and using this information as a resource for ongoing communication with their customers. One of the most cost-effective and simple ways of doing this is with an e-newsletter.

An e-newsletter is a regular, brief email which you can send to clients either via your email program using a mailing list, or from within your website using a list of registered users and your newsletter application (if you have a newsletter function built in to your Content Management System).

Your e-newsletter should become a useful resource to your customers, one which is relevant to their needs, and one which they will read and value.

1. Keep it relevant

Your e-newsletter is a targeted way to deliver key business information to potential clients and existing customers. Keep it simple, and to the point.
· Offer best practice or industry advice
· Promote special packages or discounts
· Promote supplier or ordering information to make conducting business with you easier

Whether you are in retail or business to business, you should offer what is relevant for your clients, showing them how dealing with your business can improve their business or their lives.

2. Keep it brief

We’re all busy, and the last thing your clients will want to do is sit down and read a novel from you – however fascinating it might be. Aim to keep your e-newsletter to no more than 350 words.

3. Keep it regular

The aim of your e-newsletter is to build a stronger relationship between your clients and your business. Providing a regular, brief, and most importantly, relevant communication tool with your clients will help you achieve that goal.

“This article was written by Tracy-Madonna Wylie, Business Manager, Nutbirdz Strategic Marketing, and printed in the My Marketing Companion column of the Fraser Coast Chronicle in 2007.”