Creating a newsletter is a serious decision because starting one without the infrastructure and committing to its sustainability can do more harm than good. Once you launch your email newsletter, you will create expectations among recipients and if you fail to fulfill that expectation it could lead to a backlash as your customers question your credibility or commitment. The infrastructure you need includes the content sources, graphic sources, and the email capacity to send the newsletter. The commitment is eased when you create a timeline that details when to finish content, when graphics need to be completed, and when to edit and eventually send out the newsletter. When choosing a send date, you need to consider what other newsletters your readers are likely to receive and ensure that you never become just one other newsletter in their inboxes. We recommend that you send it during the time of the month when there is less traffic. For example, Tudog sends out its email newsletter at the end of each month because most of our competing newsletters are sent out either at the beginning or middle of the month. We found this increases our readership by around 20%.
Creating a successful newsletter consists of 6 stages. They are:
The newsletter you send stands for the importance and quality of the content you include. If your website aims to entertain you, then the content must be entertaining. If the intention is to educate, your content is best suited to educational. Tudog doesn’t believe in using the newsletter for self-promotion purposes, as we think readers are tired of reading commercials and self-serving materials. There are other forums to participate in self-promotion. Your newsletter is a service to your customers and you need to write it from the perspective of what they need, not from the perspective of how it can serve you. By making your newsletter serve your customers, it will ultimately serve you as well.
You have to decide how often to issue your newsletter. There are two basic considerations that need to be made. The first is the number of times your customer base might participate in newsletters. If your sector brims with newsletters, you might conclude that there is a surplus of reading material and that the quarterly newsletter is adequate. Conversely, you may notice that there is a lack of other newsletters and a yearning for information, which leads you to conclude that the half-week newsletter will provide you an excellent opportunity. The second consideration is your inner ability. You don’t want to create the expectation of a newsletter that is beyond your capacity. How many newsletters you can issue each month should be the primary motivation for deciding how often to release your newsletter.
The look of your newsletter is critical not only because it represents your company, but also because it can determine how people receive your newsletter and whether or not they are attracted to reading it. A well-designed newsletter includes a clear identification of all relevant content areas, merged images, and an identity that aligns with your company identity. It is important that you view your newsletter as an extension of your company and that its personality is representative of the image it conveys to your sector.
4. The database
Your database is the list of people you send your newsletter to. Your list should be extracted from your client / client base, potential clients / clients, and influencers in your sector. You must make sure that everyone who receives your email newsletter has requested it or has a way to remove it from your list (it is clearly and easily marked in your email). Your newsletter can be sent through regular mail, but the costs of printing and postage often make email more realistic and cost-effective. With email, you can send your newsletter in HTML, text or PDF format. You should select your format based on clients’ preferences. Tudog uses the PDF after our inquiries indicated that our customers were very interested in receiving our newsletter in this format. Clients / clients may prefer a different format, but it should be noted that content, design, and repetition are not affected by the format.
Your newsletter needs marketing support so that you can reach a wider audience and better serve your company as a marketing tool. The support they receive can be as simple as listing them on your website (with a subscription option) for advertisement and special interest. Tudog markets its website by reprinting our articles in permitted magazines and other newsletters, drawing attention to the company and our expertise, and that our newsletter provides a constant presentation of the ideas and tips we post.
6. The test
We recommend that you test your newsletter before sending it out to your widest audience so that you can benefit from feedback from your test group and ultimately send out the best newsletter. You should choose a random group of people (between 50 and 200) to send your newsletter, along with a short survey that asks you to review its appearance and content. Once you get your answers and incorporate some of your comments, you will know that your most recent version is close to the needs and requirements of your target market.
Your email newsletter is a great way to reach your customers / clients and make sense of them. Only start sending an email newsletter if you have the resources and commitment to maintain it. Done correctly, it is a powerful and ongoing tool to showcase and enhance your experience.