The Purpose Driven Newsletter

Marketing by my definition, is "getting someone with a need to know, like and trust you". Therefore all our marketing efforts should support one of those causes.

One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses. Newsletters represent independent and niche viewpoints and can help create product evangelists by building a bond with your product users.

You want customers to know as much about your products and services and your firm as they possibly can? Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. They can be used for nurturing or interest capturing tools as supplements to other marketing efforts.

Properly designed, content-filled, and distributed, newsletters are the only marketing tool that can simultaneously: contact customers with news and valuable information, provide new leads, position you as the local market expert and nurture leads until they are ready to buy. And, if you use an online newsletter, you can add two more benefits. Email newsletters let you maintain a relationship with your customers and supporters that has residual value far beyond their visits to your website. E-newsletter marketing is very cheap and has proven to be very successful for those who do it right.

Your objective will determine your content. Your newsletter style and content should be directed at your ideal clients preferences and tastes. One way to determine this is to ask for feedback from your readers. In fact, some newsletters will include a fair percentage of content derived from reader feedback. Create useful content your list and readership will grow year after year

If writing the content yourself, one quick and easy way to get content is to do an expert interview or design a 'how to' article. If you don't have the time or the desire to write it on your own you can outsource to a ghost writer. One place to check for an article is elance.com. You can expect to pay $5-$25 per article.

The frequency of your newsletter can vary greatly from once a week to once a month, depending on the production time and the nature of your business. More than once a week is too much.

Designing for users who scan rather than read is essential for a newsletter's survival. Just as a magazine has a certain look that appeals to its subscribers, so must your e-mail newsletter. Make sure your newsletter design is easy on the eyes--use highly contrasting colors to avoid having the colors blur together.

About the Author

Jeff Paro is a marketing and digital technology coach. He is the owner of unique version of this article with free reprint rights.

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