1 Five Steps to Plan a Strategic e-newsletter Program
2 Five Steps to Plan a Strategic e-newsletter Program It s safe to say has become one of the most important business communications tools available today. Therefore, as you develop an online business strategy, consider utilizing an electronic newsletter (e-newsletter) delivered by , to generate leads and build awareness. E-Newsletters are an excellent way to establish a closer relationship with your customers and ensure your brand and products are at the forefront of their minds. Over time, an effective e-newsletter will create and promote feedback and comments from readers. You will begin to hear from them about what new products they would like to purchase, what diffi culties they had in using your products, or what tips they have that you can share with other customers. Before you get started, we suggest following these fi ve steps to ensure success and return-oninvestment (ROI). Step One: Set Your Goals & Objectives E-Newsletters can serve various purposes. Therefore, fi rst consider what measurable goals and objectives you want to accomplish: Communicate. An e-newsletter is the perfect way to communicate timely and valuable information to clients, prospects and referral sources. Cross-sell. An e-newsletter is an excellent way to let existing customers know about products and services that complement items they have already purchased from you. Generate leads. Because of the ability to respond to an offer via , visit a Web site and track usage, e-newsletters are a powerful lead generation tool. Step Two: Know Your Audience Understanding your audience is essential to the success of your e-newsletter. Tailoring your newsletter to the specifi c needs and interest of your various target audiences will help ensure that your goals and objectives are met. Some general questions to ask yourself about your target audience might include: No matter how carefully you plan your goals, they will never be more than pipe dreams unless you pursue them with gusto. W. Clement Stone (American best selling Author and Founder of Combined Insurance Co. (now a part of Aon Corp.) 1
3 Can your target audience receive HTML s? How fast is your audience s Internet connection? Should the e-newsletter be full of graphics that will slow the download time? How much time does your audience have to read your e-newsletter? Do they want a 30- minute read or a quick, short 5-minute overview? Does your audience want just the serious facts, or would they enjoy some light-hearted humor in the e-newsletter? Step Three: Content is King What you put into your e-newsletter is critical in determining its success. Because thousands of firms are already using e-newsletters, there are a lot of online examples of what works and what doesn t. For example, Marketingsherpa.com publishes an e-newsletter in which each issue contains several detailed case studies. Since Marketingsherpa s audience wants to get information with rich insight into how to market their products better, the newsletter is much longer than most examples you ll find. Other companies target those audiences who are looking for smaller bits of information. The monthly e-newsletter distributed by TiVo includes short stories and quick tips to get more from your digital video recorder. Another alternative can offer the reader a combination of the two, wherein the publishers will first introduce the reader to a story or offer through concise overviews, then add a link to view the full article (how we do it at BizActions). These newsletters are meant to be quick reads but if a subscriber wants more details they are only a click away. Once you ve determined what type of content to put into your e-newsletter, it s now time to decide how to pull it all together. If you don t have time to write a newsletter and/or do not know how to get content, you can outsource the project. There are numerous firms that sell content and the engine required to deliver it. Or you could try one of the following ideas: 2
4 Ask customers to send in relevant articles/stories for publishing and give them credit for the work by including their name, title, and company at the end of the article. Ask your vendors if they have free content you can use. Tap third-party publishers. Many Web publishers will let you use their content for free, as long as you attribute the source (get permission first). Compile a list of news items or other content, summarize each item, add your own unique perspective and point to the full online article or story. You could purchase content from syndication sources (such as yellowbrix.com or contentfinder.com) or use services like Freesticky.com to obtain content. Ask your staff to take turns and volunteer to be editor of the month. One last fundamental tip on e-newsletter content: Keep in mind that the latest version of most programs (such as Microsoft Outlook) can read in HTML format. While many older programs can only read in plain text. Any solid e-newsletter company will have technology in place that can automatically detect which type of program a person has and send them the appropriate version. Step Four: Plan the Delivery By this point, you ve determined who your audience is and what content to include. Now, you need to decide how are you going to get it to them. Some businesses have been known to e- mail the newsletter to their reader list from their personal programs. This method looks unprofessional and should be avoided at all costs. Instead, use an newsletter service company that can help you put together your e- Newsletter, provide templates, manage subscribers and the delivery of your newsletter. Many of these firms are called Application Service Providers (ASPs), which means they are Internet-based hosted applications. To utilize these services all that s required is a standard Web browser. Most firms find an ASP superior to other solutions because it requires no changes to your current computer network. There are other solutions such as software you would store on your in-house servers. These are often complex, less sophisticated and time-intensive. To make your job as easy as possible consider using an ASP to save time, money, and frustration. 3
5 Step Five: Establish Plans for Marketing This is an often overlooked step. Once you ve built your e-newsletter, the next question should be, how am I going to add more new subscribers for each issue? The easiest way to increase the readership of your e-newsletters is to let your existing customers know about it. Mention your e-newsletter in all your marketing materials. Use your e-newsletter as a sales tool. Encourage people to sign-up via a form on your Web site. Ask your partners to invite their customers to sign up. Everyone in your company, especially your sales team, should encourage clients to receive your e-newsletter. Ask your clients to forward the newsletter (or just a particular article) to their business associates if they think they would be interested in the content. Company Overview BizActions: The Business Development Company At BizActions, we are committed in our desire to help professional service fi rms improve communications to clients, prospects, partners and team members. The BizActions Business Development System is a powerful, easy-to-use suite of integrated tools that, in conjunction with our exceptional customer service, helps you generate new business, increase name recognition, enhance cross-sales opportunities and position you and your fi rm as experts in your fi eld. Industry Leaders BizActions is the industry leader in the creation, content development, day-to-day management and tracking of e-newsletters for professional service fi rms. A privately owned and fi nancially robust company, BizActions built its System from the ground-up to offer professional service fi rms what no bulk provider could offer at our inception in 1999 or today. We provide 100 percent original content in numerous markets including accounting (US and Canada), legal, fi nancial services, human resources, estate planning, employee benefi ts and elder care, with more to follow. In addition to dynamic targeted communications, our platform incorporates powerful business assessment tools, list development, personalized e-stationery and many other benefi ts that have helped our clients gain increased revenue, branding and success. As a result, many leading fi rms from all over North America use the BizActions Business Development System. 4
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