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Writing Effective Newsletters

The care you take helps distinguish you from spammers

We've been at this newsletter business a while now, and one of the things we've noticed is that there are still a few people out in the world who believe that they can treat their customers like trash cans.

We're referring to spam, of course. Why do people still think that the general public is willing to receive junk in their email inbox; junk that they themselves would toss without a second thought?

Unsolicited commercial email is at epidemic proportions, and now—incredibly—it is becoming a tool of organized crime. Why would any reputable business take the risk of tarnishing their product and reputation with such a disreputable practice?

It is more important than ever to make sure that your email marketing campaign is carefully targeted, set up as an opt-in service, and is of high quality. The following are simple guidelines to help you write a newsletter that is least likely to be associated with spam.

• Identify what you want to achieve. Do you want to direct more visitors to your web site? Do you want to promote a new product or service? Whatever your goal may be, work it out in detail before sitting down to write your newsletters.
• Short and sweet. There is very little time to capture, or let alone keep, your audience's attention. Each word should be weighted, and paragraphs should be short, punchy and easy to read. Keep in mind that not all readers are able to print their newsletter.
• Show your value. The newsletter is a great way to demonstrate your own competence. Say something useful, and show that you're able to solve your client's issues. Elaborate on little-known features of your product or service. Review new books related to your specialty, or provide useful web links.
• Call to action. Write in an active voice that will encourage your reader to act now. For example, if you're inviting them to a seminar, use sentences such as:
• "Learn and improve your skills…"
• "Click here for your free…"
• "The first ten people to apply will win…"
• "Prices are valid until…"

Show your customers respect, give them value, and they'll be yours for life.

Who is Your Customer?

Is your web site pushing buyers away?

Have you ever met a sales person who didn't understand who his customer was?

Probably you have, at least once. And the experience was probably painful.

Likely, he was selling his product blindly, regardless of whether you actually needed it or not. He was pushy, since he had no feel for you as a person, or whether or not you were prepared to buy. And he was probably completely ignoring the other product sitting on the shelf behind him—the product that you actually needed—because he was wrapped up in his own pitch. He very likely did not make a sale.

Is your web site like this sales person?

Does your web site meet the needs of your customers? Does it answer the questions they have in mind when they pay you a visit? Can your customers find the important bits of information they need to make a buying decision quickly and easily? And can they make the purchase with a minimum of fuss?

Does your web site know who your customers are? Do you?

The most important thing your company can do for your web site is to talk to your customers. Follow up on a sale. Ask about the online research and buying experience at your web site. Provide feedback forms, and contact links on every page. And most importantly, ask your repeat customers why they keep coming back to you. The answers might surprise you.

Contact and Subscription Information

Digital Wind's newsletter is a periodic mailing about the business of branding in the digital age sent to subscribers only.

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Feedback

Have a complaint? Want to tell us we're doing a great job? Contact Jim Royal at Digital Wind with your comments and suggestions. We'd love to hear from you.

About Digital Wind

Montreal-based Digital Wind can manage your company's entire public image, from logo design to web design to corporate email newsletters.