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Do This, Not That: Developing Effective E-Newsletters

This is the fourth and final article in our four-part series on the dos and don’ts of marketing for small businesses. Be sure to check out the other three installments on our blog! Also, please Like us on Facebook and follow us on Twitter to get more updates, marketing tips, news, and insights for your small business.

In the past few years, e-newsletters have gained in popularity and proved to be a valuable way for companies to stay connected with their customers. In fact, sending regular communications can keep your business at the top of customers’ minds year round.

If you’ve decided to jump on the e-newsletter bandwagon and take your marketing efforts to the next level, congrats! However, if you’re not a marketing expert, you’re probably wondering, “Now what?” Did we just read your mind? Thought so. We’re not psychic, but we do know a few things about this e-marketing stuff. So, to help you figure out your way to e-newsletter success, we’ve compiled a list of vital dos and don’ts to consider as you get your newsletter initiative off the ground.

* DO keep content focused. Prior to writing your e-newsletter, pick a central theme, and make a quick list of main points you want to cover in the issue. For example, if you’re a boutique that specializes in women’s clothing, your content could focus on the latest fall trends. However, if you’re an insurance agency, you could give readers tips on how to prepare for seasonal storms, such as hurricanes. Whatever theme you pick, stick to it throughout your newsletter!

* DON’T forget to be consistent. As a business owner, you may be gung-ho at first about offering a weekly e-newsletter. But don’t overextend yourself. It’s better to commit to a monthly or quarterly e-newsletter and be consistent. After awhile, customers will come to expect, and possibly even look forward to receiving your regular communications.

* DO use a template. Not much of an expert when it comes to laying out e-newsletters? You don’t need to be. Mischa Communications can help design a template that works for your company and industry. This simple step will not only make your company look more professional, it will also help you establish consistency in the look and feel of your e-newsletter.

* DON’T neglect images. There’s no better way to bore readers than to showcase a seemingly unending blocks of words, with no relevant pictures to break things up. Don’t let this happen to you! Aim to keep your e-newsletter dynamic and entertaining by incorporating relevant images and graphics.

* DO use an email distribution tool. Once you’ve written and designed your e-newsletter, consider how best to distribute it to your audience. E-mailing it directly from your personal account is risky and may present formatting issues. To ensure that your newsletter is delivered to customers looking just like you intended, use an email distribution platform or software, or enlist our help and we’ll tackle the task for you!

As with any e-communication, your e-newsletter should be concise and to the point. Remember to direct readers to your website for more in-depth information on what’s happening at your business, and encourage them to follow you on social media. This cross-promotion will ensure you’re getting the maximum benefit from your newsletter!

Want to learn how Mischa Communications can help your business create an effective e-newsletter? Give us a call at 202-596-7804 or drop us a line at info@mischacommunications.com.

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