Keep accurate subscriber records
Use a third party software or service to manage your email list. The last thing you want to do is upset an existing customer by sending emails after they have unsubscribed. Spam reports sent to your ISP could increase the chances of your e-newsletter being blocked or picked up by junk mail filters.
Watch your wording
There are certain words and phrases you need to avoid in your subject line and message text. Phrases such as "Do it Today", "Save Big" and "Free" increase the chances of your e-newsletter being flagged as spam. Most spam filters work on a point system and if your points are too high your message will get blocked.
Give them options
Include your address, phone number and links to your website. This allows the reader to contact you directly or research your products and services. A link to your website will also increase the web traffic to your site.
Keep in touch
Decide how often you are going to email your subscribers. While sending an e-newsletter every week might not be very practical, sending it out every quarter could result in your subscribers forgetting that they signed up and ignoring the emails all together. We recommend creating an e-newsletter that goes out at the same time every month. This will allow your subscribers to anticipate your e-newsletters.
Make it helpful
The goal to an e-newsletter is to get your subscribers to read it and to continually grow your list. If your subscribers don’t find the information useful and relevant to them, they will ultimately unsubscribe. Don’t fill your e-newsletter with your company’s press releases and sales copy, rather include information that represents you as an expert in your field while giving them information they can use and learn from. Consider the following:
- Articles on relevant topics
- Tips and tricks section
- Interviews or case studies
- News items
Advertise your services
While the main content should be informative and focus on your subscribers, you can include a short 2 or 3 line ad to drive people to your website or a small “what’s new” section to let people know what’s going on in your company.
Measure the results
We can’t stress enough the importance of tracking the results of your e-newsletter. You need to know who is and who isn’t opening your emails as well as what links they’re clicking on. This will not only tell you if your e-newsletter is working, but you can also see what type of information your subscribers find the most interesting. You can then use that information to help improve your overall marketing efforts. Strategem Group can design and facilitate your e-newsletter and give you the advantage you need.
