If you’re already creating original content for your blog, website and social media platforms, it makes sense to promote it directly to your customer base, too. Content marketing via an email newsletter is the perfect low-cost way to ensure you make the most of every word you write – as long as you follow some simple rules.
1. Target your audience. It’s only good for business if you market to those who’ll be responsive to your message, otherwise you’re wasting your time and energy – and the merest whiff of spam could damage your brand. So curate your mailing list with care and consider segmenting your contacts into differentiated groups.
2. Create content your customers want to read. If you write about a topic your readers find valuable and interesting you can quickly build a committed audience – and subscribers may turn into clients.
3. Avoid the temptation to sell, sell, sell. We’d all like to generate more sales traffic but this is a golden opportunity to add value and build trust. You can include links to offers, if they’re relevant, but if you swamp your newsletter with sales talk, you’ll run the risk of switching your audience off altogether.
4. Keep it short and sweet. Three to five stories are probably enough – and with any luck, you’ll already have a bank of content to choose from. Post short versions where possible and add links to longer blog posts and news features on your website.
5. Aim for a visually engaging format – complete with compelling images, intriguing headlines and simple design. It’s likely that a good slice of your audience will access your newsletter on a mobile device so try to make it smartphone-friendly, too.
Above all, be consistent, deliver on your promises – and don’t forget to check for bloopers before you press send! If you’d like to learn more, check out my new Slideshare presentation – 5 simple steps to a successful email newsletter. And why not sign up for my newsletter to receive regular words of wisdom on the art of copywriting!