Yan’s recent research project about DIY newsletters resulted in some interesting thoughts.  Whereas we thought people would be put off using them due to cost, it seems the majority of our respondents were more concerned with the actual value of them – regardless of the cost.

This was a surprise to us, mainly as we’ve been helping many of our clients deliver effective eNewsletters for many years now; and can back the effectiveness of them up with the results our clients have seen.

For example, one client won a £20,000 project on the back of a relationship formed via their newsletter.  Another client has won several projects and retained clients through workshops she runs – which are promoted through her newsletters.  These are just a couple of examples of measurable successes we’ve seen.

So, what’s the secret to seeing success from an eNewsletter?  We’ve stuck to the same philosophy over the years and it works:

• Effective newsletters begin with effective content.  Use a professional writer if writing is not your thing.  Talk through the topic and content ideas over the phone.  A good writer will translate your words into effective copy, without making it too sales-focused.
• Grow your database organically – add names of genuine contacts – both prospects and customers; over time.  Never buy a list, and avoid the names of everyone you’ve ever met.  We’ll always tell our clients we prefer they have a small database to start with, that grows over time.
• Offer value to your audience, in the form of useful information.  A newsletter should never be about you or the services you offer – this can be subtly included in the form of a case study, but nothing else.  This will help you engage with your audience and increases your chances of developing a relationship with them.
• Use your own images and templates.  Creating a bespoke template with your own branding has so much more of an impact that an ‘off-the-shelf’ one.  Be really careful with images; you need to avoid copyright issues by using images other than your own or bought.
• Think really hard about the subject line.  This is the difference between a good open rate and a bad one.  It needs to compel the reader to want to read on, again avoiding sales-speak.  They need to think that they are going to get an insight that will have a positive impact on them and / or their role at work.
• Keep it simple.  An effective newsletter is not an essay or even a case study.  An insight or series of tips are enough to keep your readers interested.  Remember, they will read it like a web page so your time to captivate them is limited to a couple of minutes, no more.
• Plan it.  It must fit in with the rest of your marketing activity to reach its full potential.  It also needs to reflect your company and brand, at all times.  This doesn’t just mean including your logo and sticking to your brand guidelines.  It must reflect your personality and company culture.

We know that newsletters are effective because we measure the results of our clients’ marketing activity.  So if you’re one of those who question their effectiveness I hope this summary helps steer you the other way.  If you’d like more tips and advice on eNewsletters, here’s one on our website.