Thursday, September 19th, 2019

Newsletter Marketing in 10 Easy Steps

By Narges Nirumvala on Jun 06 2011 • Filed under The Power Communicator

Newsletters can help your business.

Every business should have an email newsletter as part of their marketing tool kit. I have one that goes out monthly. I’m surprised how many entrepreneurs and business owners don’t have one. Perhaps it’s the work involved or perhaps they are not sure how to get started.

Here are 10 tips to get you going:

1. Choose a provider.

There are at least three major email newsletter providers and they vary in price depending on size of your subscriber list and the features you want. Some even have a free option. I would budget about $20-30/month for a 2,000 name contact list.

2. Decide on a frequency.

I like monthly newsletters because they don’t overwhelm someone’s mailbox. If I have a last minute media appearance or some other breaking news, then I send an extra one out that month. It’s really up to you. The important thing is to be consistent.

3. Pick the right template.

Choose a newsletter template that blends easily with your brand or you could even get one custom designed for you. I like clean and simple designs best.

4. Write your content.

Make sure you mix in some tips and don’t just tell people about your products and services. The best newsletters educate, inspire and inform. Make sure you thoroughly proofread and spell check your writing.

5. Organize and format your content.

Keep the overall length of your newsletter short and divide your content up into sections. Each section should have a heading and perhaps a photo or graphic – that’s up to you. Too many images make for a longer download and often get omitted by email programs anyway for security reasons. Put hyperlinks in every section so there’s lots of opportunity to increase your click rate.  Keep reading for the definition of click rate.

6. Compile your list.

Remember your email newsletter must be opt-in. That means people must have given their consent or signed up in some other way to join your email newsletter list. In the beginning your list will be small, but give it time and it will grow.

7. Put your name or company name in the subject line.

The best subject lines are clear and ‘non-salesey’ so, for example, ‘ABC Coaching Spring Newsletter’ or ‘Upcoming ABC Coaching Events.’ At least with your name in the subject line, people know immediately who it’s from and what to expect. My open rates are always better when my name is in the subject line. Don’t know what an open rate is – then read on!

8. Learn the terminology.

"always send a test message first…make sure all the links work and it opens properly."

The two most important terms you need to know in the beginning are the open rate and click rate. Your open rate is the number of people that open your email newsletter. The click rate is the number of times people click on your links.  To convert readers to customers you must have a good open and click rate.

9. Choose a date and time to send it.

There is so much debate around the best day to send your newsletter. Don’t worry about it – over time you will find something that works best for you. One more thing – always send a test message first, that way you can make sure all the links work and it opens properly.

10. Study your analytics.

Once your email newsletter is sent out (within 48 hours or so) log in and go to your program dashboard to study your analytics. That’s your open rate, click rate etc. You will also be able to see if anyone unsubscribed. Don’t take this personally – it happens!

Now that was easy! I know the first couple of times it’s going to feel a little overwhelming, but slowly it will get easier and more fun. The result will be greater awareness for your business and more sales. So, ultimately, it will be worth all the effort.


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