SUBJECT: Lead Gen Lesson #4 - What NOT To Do When Emailing Your Subscribers

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Newsletters are a great way to keep in
touch with your customers, offer them
special discounts and coupons, inform
them of upcoming events (a wine store
can tell their customers about an
upcoming wine tasting event, for
example), give them recipes, articles,
advice, tips on making the most of your
products/services, and much more. It’s
a great place to slip in case studies,
success stories, testimonials, and
pitches for other products and services.

Here are some tips for running a
successful newsletter:

Don’t make it a straight sales pitch.
You want it to be something your
customers look forward to receiving.
Too much advertising can turn them off
and equate it with junk mail. Include
quality content on a variety of
subjects, not all related to your
business. Don’t be boring.

Keep it regular and consistent. Don’t
send it three times in one month and
then wait 2 months before sending it
out again. Quarterly is fine, but
monthly is much better.

If you have trouble coming up with
regular content or don’t have the time
to commit to a newsletter, there are
services that will do it for you. You
can also subscribe to a content
service, where they give you
royalty-free articles, artwork, and
much more every month.

Proofread your newsletter. A
spellchecker won’t flag “four” when it
should have been “fore.” Tools like
Microsoft Word also have grammar
checkers. Check for factual accuracy
and make sure dates, times, and places
are all correct. Double-check coupon
amounts and other numerical figures.

Once you develop a layout that works,
try to keep it consistent from issue to
issue.

Make it easy on the eyes to read. Avoid
white type on black or colored
backgrounds. Don’t use dark blue type
on a light-blue background. Use serif
fonts for the body text. Don’t make it
look like too much work to read. Use
white space liberally.

Have a plan before you launch your
newsletter. You want to have specific
goals about what you want it to do for
you. Should it be written in
first-person from the owner? Or third
person, like most newspaper articles?
Do you want to have regular columns or
features? Guest writers? Do your
homework up front.

Always include your contact
information, perhaps even on each page.

Feature your customers regularly. They
like to see their names in print, and
it’s always far better to let them sell
you than for you to sell yourself.

Watch the videos below to see how you
can get started today!..

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