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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 www.dorieclark.com
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