New eNewsletters are being launched every day. There's a good reason for this – they are an effective, inexpensive and immediate way to communicate with your customers and prospects. Like any form of marketing communication, they only have value if they are opened and read. One of the advantages an eNewsletter has over a printed newsletter is that you can see who has opened the eNewsletter, who has read it and who is sufficiently interested in the information you're communicating to look for further information on your website.
A regular eNewsletter can have a significant impact on your clients' and prospects' perception of your business. Just like everything else within your marketing armoury, the impact can be negative as well as positive. The essential guidelines for getting it right are the same:
The information must be relevant.
It must be easy to access and easy to read.
It must be correct – factually and literally; typos, spelling mistakes and grammatical errors can be a real barrier to being taken seriously.
The communication must be visually appealing and provide access to more information.
The information you chose to communicate to clients and prospects through eNewsletters will necessarily vary as the objectives of the communication are quite different.
To your clients, you will look to build on your existing relationship by providing immediate and unobtrusive communication about new products, services and offers. Clients want to feel good about their decision to buy from you. An eNewsletter can generate a sense of belonging to a community of customers.
Suggested eContent for Customers:
Message from the exec
Product announcements
Hints & Tips
Industry news and awards
"Day in the life" of an employee
Prospects will be more interested in hearing your message through the experiences of other people, your customers, industry analysts, press, as well as having the benefits of your products and services reinforced.
Suggested eContent for Prospects
Branding & reinforcement of key messages
Recent customer successes
Case studies
Awards & reviews
A well thought-out, well written and targeted eNewsletter can build customer loyalty and generate dialogue with your prospects, bringing increased focus to your business and increased traffic to your website. Is it time that you asked: what can an eNewsletter do for my business?
Contact us for a discussion about eNewsletters we have written and the benefits these have delivered to a range of customers:info@visualdialogue.co.uk
