Newsletters - Who, What, When, Where and Why
This is part one of a two part post. I've been reading about newsletters since setting one up on a joint project Rosedale Farms & Vineyards with Abacab Designs.
Brian of Abacab Designs is one of the most talented graphics people I know. He really knows how to say a thousand words with a picture. He created a header for Rosedale's newsletter, The Grapevine, get it, as in Heard it through The Grapevine - Vineyards. When you see the header in the newsletter you know exactly who it is from, what it's about, when and where things are happening, and why you should enjoy what's available at Rosedale Farms & Vineyards.
I have a list of 10 items a newsletter should have in my opinion to be effective, here are four.
1) Purpose or focus of the newsletter.
What do you need it to do to help your business or organization grow? A newsletter can be used for educational or news content. Educational newsletters can take many forms. For instance, you are announcing a new product, when an event is going to take place or new ways to solve your clients problem.
On the other hand news content is something that's happening with your business; company or organizational changes, expansions, industry related news or information to show that you are a leader in your field.
It's your newsletter make it useful and relevant to your clients.
2) Target audience.
You need to strike a balance between current clients and prospective clients to give each of them the content they are seeking.
3) Why would my target audience want to read it?
Since the person receiving your newsletter requested it what kind of information are they looking for. Depending on your business you need to provide information that solves a problem or helps the reader make some kind of decision, hopefully to buy your produce or service.
4) How will it benefit the reader?
This is a very important point to think about. When you send out an issue and there is nothing of importance or a benefit to the reader they will delete it or worst, unsubscribe.
So starting and maintaining a newsletter is not to be taken lightly. You must have a long term plan and prepare content that benefits the reader. There should be a call to action, something to motivate them to visit your business or website. After all you are a business providing a service or product which solves their problem and pays the bills.
Part two will be out next week with the last six steps.
