What to Include in Your Email Newsletter
What to Include in Your Email Newsletter
What to Include in Your Email Newsletter
So you've decided your small business could benefit from having a newsletter. Good decision!
As I've shared with you before, I strongly believe a newsletter is one of the best tools you can use to market and grow your small business.
In my experience working with small business owners, I've seen the positive results that come from sending a quality newsletter. With some effort, I'm confident you can experience these results as well.
However, I've been told by many small business owners that they have fears and anxieties associated with trying something new. When it comes to sales and marketing, a lot of small business owners are apprehensive about what to say. If this is how you feel, you are not alone.
You might be asking yourself what kind of information to include in your newsletter.
The short truth is your small business newsletter can be super-simple and straight forward. It doesn't have to be fancy or complicated.
You can just write a simple one page resource of news, advice and your latest offers each month. That sounds easy, doesn't it? You can do that, right?
But although it truly is that simple, to get the best results, I recommend that you think strategically about what to include in your newsletter.
Here are some points to think about:
Make it Friendly With a Personal Touch
While you obviously do not want to divulge the sordid details of your personal life (please don't), share a short personal note that reveals a bit of your personality. Keep it brief just long enough for your readers to glimpse a side of you that is not strictly business. Let your subscribers see you are a genuine person they can get to know, like, and trust.
Keep the language fairly casual and personable. Strive to convey that you are a knowledgeable professional who is easily approachable. You want them to approach you, so they can hire you, not revere you from a distance. In other words, avoid sounding stuffy.
Cover Relevant Topics
The information you share should be information your subscribers can actually use. Include a featured article or a list of tips that addresses a common problem for your customer base. If you write content that gets results for your readers, you will also begin to experience results for your own business.
To determine what is relevant, look around your industry. Look at what your competitors are writing about, participate in social media and message boards, or even survey your clients and subscribers to find out directly what they want you to cover. Your newsletter should speak specifically to their wants and needs.
Make sure the topics are relevant to your business goals as well. If you have an upcoming offering, gear your content toward that offering. Also, list your recent blog posts, articles, or press releases, and announce upcoming appearances and events.
Additional Tips
Simple newsletters often perform very well, but if you have your heart set on a more elaborate publication, there are a number of popular elements you can include.
You may choose to feature a direct offer of one of your services or products, spotlight a client, vendor, or one of your readers, add audio or video clips, recommended products or services that you use, include polls or surveys, or run a contest.
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