When sending e-newsletters, you ought to begin by considering the design, layout and copy content to ensure your messages are being communicated clearly. Your e-newsletter represents your organisation and it offers an opportunity to present your company as being professional and credible. The general format of the e-newsletter needs to be eye-catching and easy to read. E-newsletters are flexible in their design. Here is a sample format you can utilise in your monthly communications.

Introduction

It’s good to balance professionalism with the personal within your introduction. You want to build a relationship with customers and very formal, corporate text won’t necessarily work to your advantage. You and your business have a personality and this should shine through here. Don’t forget to include the name of the recipient in your greeting so you can personalise the mailing (most distribution programmes have the facility to automate this function). Remember to use the correct form of address, as you need to quickly connect with the potential customer. If you address each other in the first person when communicating in face to face, it is okay to do so here. If you will have a more formal working relationship, this ought to be reflected in the greeting. Use your judgement here based on the type of business you are managing. An introduction is a good place to build rapport. You could share some good news, comment on industry events or details about what has led you to communicate with the reader. Be creative and ensure the content captures the reader’s attention.

Core Message

Every e-newsletter has a core message the sender wants to communicate. Your article could share tips and advice, it could announce the launch of a new product, service or programme or it could showcase your latest creation. Whatever the subject matter, ensure you communicate the benefits it provides the reader. Give them a reason to read on and the more e-newsletters you send, the greater chance you have of building intrigue and desire to use your products and services. You will, after all, be portraying yourself as the leading provider in your field.

Spotlights

Most e-newsletters feature spotlights in a column within the e-newsletter, which quickly promote other elements of your business. Both Empower and Succeed utilise this style. This is your chance to raise awareness of other services within your company or to cross-sell products. You may use a spotlight to share a client testimonial or to promote the work of an associate organisation. You may even promote sections within your website so your prospects can find out more about you. You can include a number of spotlights to feature short sound bites of information about your business.

Call To Action

Every e-newsletter must have a strong, clear call to action. Clearly display your telephone number, email address and website address. You want people to contact you following the receipt of the e-newsletter so ensure you make it as easy as possible for them to do so. I hope this article helps you to put together an effective e-newsletter so you too can connect with customers regularly. Please let me know when you are ready to send your e-newsletter so I can be added to your distribution list!

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