PR 20/20 Blog

Enewsletter Programs: Tips and Best Practices

By Christy Barksdale | Posted Jun 30, 2010 | 2 Comment(s) | Filed in: Content Marketing
(This is part two in a two-part series on enewsletter programs.)

Yesterday we discussed some key considerations and benefits of enewsletter programs. For companies looking to effectively reach customers, leads and opt-in subscribers with high-quality content, enewsletters can be a highly effective ongoing touchpoint.

When preparing to launch an enewsletter program, keep the following tips and best practices in mind:
1. Develop and organize your lists. It’s important to keep in mind that anyone you distribute your email newsletter to should have previously requested information from your company. This means they have opted in via a newsletter sign up, they are existing customers or they are qualified leads. Also, organize your lists in a logical way, perhaps by product segment or vertical market, allowing you to easily develop and distribute content targeted specifically for each group.
2. Activate an email system account. Email marketing platforms, such as Constant Contact or Mail Chimp, have systems in place to help organizations abide by applicable email laws (see #3), allow for better rendering of HTML and effectively track performance.
3. Take privacy seriously. The Federal Trade Commission developed the CAN/SPAM Act in order to establish rules and requirements for commercial emailing, including promoting content on commercial websites. Review the requirements and take them seriously to avoid hefty fines. Also, be sure to link to your company’s own privacy policy and include a link to opt-out of the enewsletter.
4. Establish a publishing calendar and stick to it. Over time, your customers will expect to receive your enewsletter according to schedule. Plan your production process ahead of time by establishing a distribution schedule and internal deadlines for content development, design and review. Also, be sure to post your publishing frequency and a description of your newsletter's content when subscribers opt in, so they know exactly what to expect.
5. Offer something fresh. While existing blog posts and other content should be featured in your enewsletters, be sure to include at least one new article in order to provide clear value, entice readers and give them a reason to keep opening your messages. This content should be hosted in a designated area of your site (blog, industry articles, etc.), and should go live just prior to sending your enewsletter.
6. Keep the design simple and scannable. All text should be short and to the point by including only a headline, abstract and URL that links to the full-text article. Include images to help break up copy and make the issue pleasing to the eye.
7. Attract readers with a catchy subject line. Use a descriptive, editorial-focused subject line that tells recipients what’s inside. Avoid using general subject lines, such as “PR Agency Enewsletter, Issue 2.”
8. Include a “Forward to a Friend” option. By giving readers the opportunity to forward your enewsletter to their peers, you can build your subscriber list over time, and have the potential to generate new leads.
9. Analyze and adjust. Use the analytics software in your email system, as well as your website’s analytics program, to gauge what people are reading, and what they are not. If your customers are consistently reading articles related to a particular topic, offer more content on that subject. Avoid repeating topics that are not of interest to your readership.
If your marketing tactics aren’t producing the results you desire, or you’re seeking a new way to more regularly communicate, perhaps an enewsletter program is a good fit for your company as part of your content strategy. The regular touchpoints achieved with enewsletters nurture relationships, both new and established, and help to keep your company top of mind with two important audiences – your customers and leads.

Does your company have an enewsletter program? Tell us your enewsletter success story.

Read part one: Enewsletter Programs: Five Key Benefits

Christy Barksdale is content services manager and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristyBarks.

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Enewsletter Programs: Five Key Benefits

By Christy Barksdale | Posted Jun 29, 2010 | 2 Comment(s) | Filed in: Content Marketing
(This is part one in a two-part series on enewsletter programs.)

Enewsletters enable organizations to reach the right people with the content they are interested in receiving.

By using your company’s self-published content to stay in front of opt-in subscribers, customers and qualified leads that have requested to receive information from your company, you can demonstrate value beyond products and services, and become a trusted partner.

Further, by segmenting your lists by the type of subscriber, or perhaps by your company’s product sections or vertical markets, you can distribute content specifically targeted to each audience segment.

According to Junta42’s 2010 Content Marketing Spending Report, 63% of marketers are currently using enewsletters to engage audiences (see chart above at right).

Thinking about getting started with an enewsletter program? Here are five key benefits to consider:
1. Enewsletters provide a regular customer touchpoint. Regardless of your industry, it is important for your company to stay top of mind with current and potential customers. Enewsletters provide great content directly to customers on a regular basis, thus nurturing client relationships and establishing your company as a valuable resource.
2. Enewsletters drive website traffic. Because enewsletter content frequently links to content hosted on your company’s website, you can have a direct impact on website visitors. If your customers like what they read, they may be encouraged to browse the rest of your site for new product and service information.
3. Enewsletters build thought leadership. Like all content marketing initiatives, by offering valuable, buyer-persona-focused content in your enewsletter, you can establish your company as an industry leader. Most importantly, you help to solidify your expertise with customers, reducing the chance that they’ll look for an alternate provider.
4. Enewsletters are cost effective. Generally, enewsletters require minimal upfront costs to create and fit into most marketing budgets. Print newsletters and other direct mail pieces require graphic design, printing and postage costs, which can add up quickly. Most email services are available for a minimal monthly fee based on the number of emails in your list, and offer a variety of customizable templates.
5. Enewsletters are fully measurable. Unlike traditional print newsletters and direct mail, enewsletters can be tracked and analyzed using your email system’s reporting software and your website analytics. Data such as open rates, bounces and click-throughs are readily available, allowing you to gauge what content resonates with your readers, and giving further understanding of your current and potential buyers’ needs so you can reach them more effectively.
Part two: Enewsletter Programs: Tips and Best Practices

Christy Barksdale is content services manager and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristyBarks.

Subscribe to receive the PR 20/20 blog by email or RSS feed.

Photo credit: Junta42