The Purpose Driven Newsletter

Marketing by my definition, is "getting someone with a need to know, like and trust you". Therefore all our marketing efforts should support one of those causes.

Newsletters can help create product evangelists by building a bond with your product users. Newsletters represent independent and niche viewpoints, often untainted by the pressure of corporate sponsors. One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses.

You want customers to know as much about your products and services and your firm as they possibly can? Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. They can be used for nurturing or interest capturing tools as supplements to other marketing efforts.

If you use an online newsletter, it will simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.

Whatever your objectives, your purpose will determine what content goes in to your newsletter. With great content you will grow your list and win the attention of your readers, year after year. Content should be targeted to your ideal readers and match their preferences and reading style. In fact, some newsletters will include a fair percentage of content derived from reader feedback.

Other than writing your own content, you can get your own unique content the quick and easy way by organizing an interview with an expert or leader in the topic. A weekly or monthly newsletter is the preferred frequency, and 'how to' and product information the top content areas requested.

How often you send out your newsletter really depends on the amount of time you can commit to its creation and the type of newsletter you want to publish. If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if you have a very short "weekly tips" style newsletter then once a week is appropriate. Use your judgment and be sure you are delivering value in the eyes of the client. Don't email bomb them.

Make sure your newsletter design is easy on the eyes--use highly contrasting colors to avoid having the colors blur together. Just as a magazine has a certain look that appeals to its subscribers, so must your e-mail newsletter. I prefer to use a summary of topics at the top for easy scanning.

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