Email newsletters or e-zines are a great business building tool when properly used. Sadly, many business owners haven't got a clue how valuable and economical this is. One of the biggest mistakes that entrepreneurs are making is they don't know what to include in their email newsletter.
Let's start by identifying the purpose of your newsletter...it's to build a relationship with your readers and or customers and retaining them for as long as you can. In order to start that relationship and build on it, your readers have to open the newsletter. If it's never opened then it's surely not being read. So the first thing to have in place is a compelling headline. Something that grabs their attention and makes them want to press the open button.
Once you've made it past the headline, you want to have your reader enjoy the experience. Every Monday and Thursday morning, bright and early my email newsletter is delivered to my readers and there is a definite flow and structure. I've noticed the same when reading newsletters to which I've subscribed. The first thing you want to include is your header. A stylish header really does transform the look of your newsletter. Have someone create a banner and use it each and every time you publish a new issue. It's attention-getting and I think pulls your publication together.
Right underneath your header, identify the issue.Pick a number and continue from there. I initially started with issue 1 but after the 11th issue, I decided that number was to small so the next issue was 113. I don't know why I chose that number but the point is to just pick a number and keep going. Also include the day and date.
The next thing you'll want to include is a note from the editor.Every magazine in every genre and niche begins with a letter from the editor introducing that particular issue. It ties in the theme of that issue and you should do the same with your newsletter.
I start every newsletter with usually one but no more than two paragraphs from the "Mom in Chief" since my site is geared towards mompreneurs. Many others choose "Editor" or "Editor in Chief". My advice is to just pick one and go with it. Next give a brief introduction. This is where you can be a little personal but again it's also where you let your readers know what they can expect in this issue.
After the introduction is the main article.Now if you receive my newsletter and you read my blog, you'll notice that the same article that appears in the newsletter is also my latest blog post. If you're wondering why you would do that, remember that your email newsletter has content that will never appear on your blog....one example being the introduction that we talked about in the previous paragraph.
Include at least one image that's related to the article. I usually place mine top center, but I've seen others that have multiple images.
Close out your article with your bio. This is where you'll want to include a call to action. If you have a free offer, new product...whatever it is, tell your readers what you want them to do next. Click here, opt in, share this, comment on my blog...just make sure that you have a strong call to action!
Remember the point of your newsletter...that's right, your customers, your readers and connecting with them. The next thing that you may want to include is a section where you feature one of your readers. You can have a section where you highlight comments made by your readers and include their name. People would LOVE to see their name or photo in your email newsletter.
You can get really creative by adding some fun facts, feature a client story, birthday, pet photo or crossword puzzle. You're only limited by the limits of your creativity. Give them enough but not too much! Remember to have fun and know that you can always change something that's no longer working for you and regardless of what industry you're in or what you market you should regularly publish an email newsletter. It's an easy and inexpensive way to build your client relationship.
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