I am probably asked about email newsletters more than just about any other marketing tactic.
There is so much to cover on this topic. However, if you are doing a newsletter or thinking about adding one to your marketing mix - below are the top 10 items every business owner needs to be aware of to make their newsletter campaign successful.
Check your email newsletter/bulletin health
o I send out a monthly email newsletter/bulletin/correspondence.
o I have an up-to-date mailing list with people who have given me permission to market to them or have expressed an interest in being connected to my company.
o I understand the purpose of the newsletter isn’t to send information, but to drive readers to my social networks where they can engage with me.
o My newsletter contains teaser copy of my blogs, articles and website information with at least 3 links to get my reader to leave their In box.
o I am committed to a newsletter schedule and understand without constancy, I should not commit to a newsletter.
o The title of my newsletter and the most important information can be found in the first two inches of the banner of my newsletter.
o I understand that who is send my newsletter to, is every bit as important as the content I send in my newsletter.
o In my newsletter I often compliment the services I have received from others and support the blogs of my strategic partners.
o I use a Newsletter client such as Constant Contact or Mail Chimp to manage my lists, keep my email history and provide “legal” opt out options.
o I understand the subject line of my newsletter often dictates the open rate.
Rate Yourself
8-10– Congratulations Your Newsletter is positioned to help you engage with others. You can build in almost any direction knowing you have already created a foundation to support Advanced Marketing, Strategic Growth and operationally sound marketing systems.
7-8 – Health is good but a little more effort and it could be solid. You can still move into Advanced Marketing routines, however, a rating of 80 or above will assure advanced tactics are the most successful.
Danger Zone! 5-6 – Things could fail quickly. Remember your competition is eagerly trying to out score you. Many people in this range tend to “throw things against the wall to see what will stick”. This is a danger range and it’s easy to get lost, waste time, waste money. Don’t be fooled because there is some items in place, they have to be strong enough to build upon.
Below 5 – You are in danger of being “unmemorable” if not already there. This is typically the range of the beginning business or the “old school” business owner. This is the range to help you understand the starting point and how to narrow your focus for the most effective.
