Tips for Marketing With Newsletters

Newsletters are a great tool for businesses that want to keep in regular contact with their customers and prospects, build lasting relationships, and market their products and services effectively. But there’s a certain science to effective newsletter marketing. It’s different than traditional direct mail marketing where you blast out a hard-selling advertisement to your mailing list.

To get the best results from your newsletter marketing campaign, follow these simple tips.

Know your audience

Who is going to be reading your newsletter? Current customers? Prospects that you hope will one day become customers? Your colleagues?

You need to clearly identify who your audience is, so you can create a newsletter that appeals to their interests. The more you know about your audience, the more effective your newsletters can be.

Focus on building your list

Your mailing list will play a huge role in the effectiveness of all your direct mail marketing efforts. You want to make sure the people receiving your newsletters are actually interested in reading them. Otherwise, you’re just wasting money and killing your potential return on investment.

You need to make sure your list is top quality. If you’re going to buy a list, be sure that the recipients on that list meet the criteria of your target audience. You should also put some energy into building your own house list as this will always be more targeted than a list you buy from a vendor.

Don’t always sell, sell, sell

Yes, newsletters can be a great marketing tool, but that doesn’t mean that you should approach it like you would a traditional direct mail marketing piece. You don’t want your newsletter to be one big advertisement. It should contain useful content that your audience will find interesting. Remember, newsletter marketing is about building relationships. Focus on presenting yourself as a trusted expert, and when applicable, push readers to take some specific action.

When you give your readers information they can benefit from, they’ll continue to read your newsletters and turn to you whenever they need your products or services.

Study other newsletters

Take a look at newsletters being sent out by your competitors and even companies in other industries. Learn from them. What do you like about their newsletters? What do you dislike as a reader?

By studying other newsletters from the point of view of a reader, you can do a better job of creating newsletters that will appeal to your audience.

Listen to feedback from readers

Let your readers tell you what kind of content they want. Encourage your readers to contact you with their honest feedback about your newsletter. Whenever someone new subscribes to your list, give them the opportunity to share their preferences with you. All of this ensures you create a reader-centric newsletter that people will love, share, and respond to.

Make sure it looks great

Finally, you need to make sure your newsletter looks professional. Turn to one of the trust direct mail companies to get high quality printing, excellent design, and seamless mailing to your recipients. Your readers will judge your newsletter by its appearances. If it doesn’t look crisp and professional, it reflects poorly on your brand.