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Marketing Through E-Newsletters
By Dorie Clark, Clark Strategic Communications
There's an adage in politics: voters have to see your name seven times before they'll even remember it—much less any details about you. The same is true in the business world. Paying for that much exposure can break the bank, but fortunately, there are often more cost-effective strategies available: leveraging media coverage, word-of-mouth marketing, and the communications your company puts out directly to its customers. E-newsletters are among the best tools available, because they keep your name and message in front of your targets regularly.
In the past, developing an e-newsletter template was expensive, and most people didn't have the high-speed Internet connections necessary to support graphics, anyway. However, broadband is ubiquitous these days and low-cost, classy e-newsletter design options are available to even to those without web programming backgrounds (a major provider is Constant Contact, led by TCI member Gail Goodman). Interest in e-newsletters is surging, as more businesses look for ways to bolster their online marketing. Before you get started figuring out if you're a "contemporary," "crisp," or "urban classic," however, there are a few key questions you should ask yourself:
- Do I have permission?We're all overloaded with email. Make sure your recipients actually want to receive your messages and that you give them the chance to opt-out at any time. This process is easy and automated with most e-newsletter services.
- Who's my audience? Start with your target and work backwards. If you're trying to reach teenagers, an e-newsletter may be passé: they're already onto Facebook and text messaging. But for most adult professionals who are still addicted to email, e-newsletters provide an invaluable opportunity to keep in front of clients and provide useful information about how you can help them. If you have multiple audiences you want to reach (say, property developers and politicians), think about segmenting your communications and writing different e-newsletters geared to each.
- What topics will interest them?What separates your e-newsletter from spam is the value you provide to your recipients. A weekly email that's just a bunch of graphs charting mortgage rates won't be of much interest unless you're in the throes of house-hunting. But if you're a mortgage broker looking to retain your clients the next time they're ready to move, an e-newsletter with articles about regional housing trends and tips on enhancing your home's value and "how to tell when it's time to trade up" can be compelling.
- How long should it be?It varies, but generally, the shorter the better. We all know it's annoying when you have to keep scrolling and scrolling to reach an article. Filling a screen or two is ideal. If you'd like to go in-depth on a topic, put the first paragraph in your e-newsletter and include a “read more” link to your website so avid readers can finish the story—and skimmers can proceed along.
- How often should it come out?Think about how much "news" your organization produces, and how often your readers will want to be updated. If you're an advocacy group lobbying on Beacon Hill and constantly having rallies and legislative developments, by all means consider a weekly or biweekly e-newsletter. If you sell printer ink and there's not much breaking news, think about going monthly, bimonthly or quarterly.
- Can I keep this up?Starting an e-newsletter is a promise to the customer--and they'll relish it if the content is interesting enough. You don't want to send one issue and then abandon the concept; only begin if you know you'll have the story ideas and time to continue on a regular basis (even if it's only quarterly). Determining at the outset who will be responsible for putting out the e-newsletter--whether it's you, your staff, your intern, or an outside consultant--is essential to your success.
Congratulations--the hard part's over. Go pick your font and color scheme, and have fun. The impact of staying in closer touch with your clients can be truly dramatic.
Dorie Clark is the founder of Clark Strategic Communications, a Boston area public relations/marketing/e-communications firm that specializes in work with non-profits, government, and businesses affected by public policy. A former journalist, she served as New Hampshire Communications Director for Howard Dean's presidential campaign and works with clients including Google, the Ford Foundation, Yale University , and the National Park Service. To contact her or learn more, please visit http://www.dorieclark.com/default.asp .
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