A newsletter is a regularly distributed publication
generally about one main topic that is of interest to its subscribers.
Newspapers and leaflets are types of newsletters. Additionally, newsletters
delivered electronically via email (e-Newsletters) have gained rapid acceptance
for the same reasons email in general is gaining popularity over printed
correspondence.
- They make good bait for opt-ins. - They contribute to the “value-added” equation of a suite of products.
- They keep you and your site before the eyes of consumers.
- They encourage repeat visits to the site.
- They deliver current, up-to-date, utile information.
If you’re thinking about putting out a monthly newsletter, here are some
suggestions from your web hosting provider to keep yours from being sent to the
recycling bin without a peek by the recipient.
1. Find your “sweet spot” demographic.
Online newsletters tend to be on narrow topics of interest to a narrow market
segment. For example, you won’t find the London fix for oil in a newsletter on
tropical fish published by a pet supply site. So, assume your reader is
knowledgeable and motivated to learn more.
Then, target sub-segments of that sweet spot: saltwater fish tank tips, buying
exotic species and other topics of interest to salt water fish tank aficionados
– and there are a lot of them.
In each issue of the newsletter, include information of interest to the various
sub-segments of your main demographic – information for beginners, outdoor
aquariums and so on.
2. How about some real news?
Okay, with a free newsletter you can’t expect much (though there are some out
there that really do deliver the goods). But a monthly rehash of what’s hot in
knitting, with some sales text is going to get your newsletter sent straight to
the spam heap.
Readers of online newsletters are knowledgeable and dedicated to the topic
whether collecting tropical fish, knitting or investing in micro-caps. The topic
doesn’t matter. The topicality of your newsletter does matter.
3. Little things mean a lot
A nice layout, good grammar, no spelling or punctuation mistakes – all of these
“little things” add up to an informative, engaging and editorially sound
newsletter – something worth a read each month.
4. Take out all images from your newsletter
If you’re selling stock charting services and display a lot of graphics, screen
captures and other visual data you have a problem. Visual formats like gifs and
jpg won’t be visible to over 50% of your readership.
Most computer users don’t realize that they can set their web browser
preferences to show pictures automatically. However, the default, out-of-the-box
setting is “don’t show pictures.” So that means you get a lot of empty image
boxes with that red x in the corner. It’s because the user’s browser has never
been configured to download data-dense images unless by specific request.
5. It’s easy being green
Despite Kermit the Frog’s lament that it isn’t easy being green, on the contrary
it’s easy to create green content for any site – content that will be as
relevant 18 months from now as it is today.
To create green content:
- don’t mention any “current event” like the 2004 Apple Expo. (ancient history)
- don’t mention product names or numbers. If the article focuses on the foibles
of the latest laptop Model X123, that news will be stale by Thursday.
- provide useful, helpful information that will still be useful when we finally
land on Mars. Now that’s green content!
6. Amortize content development costs
Whether you write it yourself ‘cause you’re the prognosticator, or you pay
somebody to keep the words flowing, use your content in more than one way to
amortize content development costs.
For example, an informational piece that appeared in your October newsletter
edition can be used as site text. It can be syndicated to cast a wider net and
create a broader presence on the web. The point is, content costs time or money
– both of which are usually in short supply. So, use those words – re-purpose
them, as the insiders like to say – and amortize content development down to a
penny a word or less. Hey, that same content can be used as a free handout at
your brick-and-mortar. On a per word basis, the price just keeps going down.
7. Ensure the news gets through
Maintain vigilance when it comes to newsletter distribution companies. If you
employ the services of a newsletter distributor, what’s the company’s sender
policy framework or SPF. Also scrutinize the activity and reputation of your
newsletter delivery service using webmaster sites for access to the real dirt.
There are lots of online businesses that specialize in newsletter generation and
distribution. Keep current on the latest in newsletter trends, technology, tips
and suggestions. You’re the editor. Know what you’re doing.
Also determine if your newsletter is being sent from a shared IP address or one
dedicated to your newsletter alone. A dedicated IP address ensures that
troublemaker-site owners don’t hinder the delivery of your newsletter. An email
blast (it comes with a $500 fine) by a site owner who shares an IP address with
you can have a negative impact on the delivery of your weekly newsletter. And
you didn’t do anything!
Also, you want performance data and access to real time data, too. Look for a
newsletter syndicate that provides weekly analyses in the form of a generated
report and access to an account where you can get the latest data – NOW!
8. Make It Easy for the Reader to Perform the MDA
We’ve spent a lot of time on this blog talking about the most desired action –
the MDA. It’s the action you want the visitor to take whether it’s an opt-in,
complete a form or make a purchase. You have an MDA for site visitors.
So make it easy for readers to perform the MDA – to sign up for the e-course or
sign up for an interactive web class or buy an ebook on newsletters. A couple of
clicks, some basic information and the reader is in. More importantly, that
visitor just became a member of your site community.
S/he belongs here. A newsletter is a regular invitation to become a member of a
growing site community. Your site community.
9. Jargon Wanted
Talk to your readership in the language of the topic. Use the industry or market
sector jargon.
Jargon is used by everybody from diner wait staff to NASA. It does a few of
things. It’s shorthand for topics known to the community – the in-crowd. This
simplifies your editorial needs and demonstrates that you are in the vanguard
within the dry-cleaning industry, or whatever your niche!
Second, jargon excludes outsiders. People who don’t know the jargon are excluded
while adding prestige to those who have the insider language down pat.
Third, jargon creates connectivity between communicants. If you and I are
talking about a four-barrel, 289 Cobra equipped ‘tang with a Hurst 4-speed
short-throw shifter, we have a connection. We both like ’65 Mustangs.
10. Add and drop features
What works and what doesn’t? Well, you can ask your readers to indicate their
preferences or, if you’re running a political site, chances are you’ll have an
inbox full of unsolicited feedback to plow through each morning.
Simply because you started with this look and feel doesn’t mean your newsletter
shouldn’t evolve and grow, providing higher quality information and more of it.
11. Finally, ask for the sale
First, this request to sign up for the $49.95 Premium package comes last – after
the reader has perceived the value of the information you’ve provided. However,
not all subscribers will understand how or why they should sign up for the
platinum tier.
So tell them. If you’ve given your readers good useful content and have started
to build a site community (you lucky dog, you), ask readers to sign up for the
eBook download or the SECRET NEWSLETTER in which you name names.
Ask for the sale. Readers expect it. If they don’t want to sign up after reading
that edition, there’s always next month.
So, keep you newsletters informative and focused on your ideal reader – your
customer. In time, the newsletter will generate sales as you prove month after
month that you’re the expert, you have the lowest prices and you have this
informational monthly newsletter, too.
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