Step 1: Create a Valuable Newsletter
Everyone today is deluged with loads of email, e-newsletters, social website updates and the like. Your e-newsletter must stand out or your readers will transfer it to junk mail as soon as it hits their in box.
How do you make your newsletter special? By creating valuable content. No matter what your business or topic, your newsletter articles must include information your readers deem urgent or important, helpful tips they can use right away, and new, unique items of interest. You want your readers to look forward to getting your newsletter.
Develop a list of topics to include in your newsletters and draft an editorial calendar. This calendar doesn’t have to be set in stone, but will give you a feel for arranging your material. Coming up with articles on a regular basis can be a challenge, so the more ideas you start out with the better. You might want to sign up for e-newsletters on a website you admire to check out some samples.
You can include information on upcoming events, releases, or other calendar items. You might include a section on news about your topic or business. Or you could review products or services. Once you start brainstorming, you’ll likely find out you have plenty of potential article ideas.
Step 2: Build a Subscriber Base
First, you never want to send an e-newsletter to someone who has no desire to receive it. To do so could be considered spamming, and will detract from your website. Ask your readers to opt-in to receive your e-newsletter. In addition, always give your readers to option to stop receiving your newsletter at any time, and include a promise that you will never provide their email address to any other party.
Your website will need a sign-up or opt-in form so visitors can provide their email address. Wix’ website builder makes this simple as pie with a convenient pre-built HTML widget called WuFoo. This tool lets you create customized forms with ease, and includes the option of e-newsletter subscription forms.
Include the sign-up invitation on your home page with a link to the sign-up page. At either or both locations, you can describe your e-newsletter and entice your website visitors with descriptions of the important information your readers will receive.
Another successful tactic for getting people to sign up is to offer a free report or guide when they opt in. The guide doesn’t need to be anything exotic or difficult to prepare. It can be something like “Seven Tips for Making Your Home More Market-Ready,” or a short how-to briefing. Use your expertise to come up with a simple report related to your website that your readers will find ultra-useful.
Step 3: Build Your Layout
Your newsletter can be a simple text letter, with very basic fonts and formatting. This style works great for the more educational style newsletter, and has the advantage of being quick to load and easy to view for those with slower computers.
On the other hand, photos and graphics will make your newsletter more visually appealing. Again, research other e-newsletters to see what you like. Your topic or business may lend itself to a certain style of newsletter as well. Don’t forget to include a link to your website or a landing page!
Step 4: Release Your Newsletter
Decide how often you plan to send your e-newsletter. You don’t want to wear out your welcome. On the other hand, you want to send the newsletters often enough to build that relationship and stay in the forefront of your readers’ thoughts. Other factors include the amount of time you have to write the letter and the amount of ideas you can generate. If you can’t decide, start with a monthly e-newsletter.
Never use your own email provider to send your e-newsletter, as your newsletter may be tagged as spam. Instead, use an email marketing service, such as ConstantContact.com or RatePoint.com. Some services are free depending on the number of recipients, with paid upgrades as your list grows. Check out several services on the web before you decide on one. Most offer a free trial, and many offer integration with social networking sites like FaceBook and LinkedIn.
Before you send out your first e-newsletter, read the CAN-SPAM law to see if you’re covered.
