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An e-newsletter is a valuable tool in building a strong email marketing list. It also does everything a good hardcopy newsletter does: build credibility, put your business in front of your customers regularly, and give you a regular opportunity to market your products and services to people who are interested, and who have a relationship with your business. To make your newsletter work hard for you, however, there are a few things you'll have to do right. Here are seven tips for making your e-newsletter the best marketing tool it can be. Keep it frequent. E-newsletters should be sent more frequently than the hardcopy version. Some successful publications distribute daily, some weekly, and some biweekly. Another important point is to be regular. Try to never miss an issue. Customers won't get into the habit of reading your e-newsletter if you don't send it out at expected intervals. Keep it relevant and timely. Especially in the online world, customers have little patience with anything that wastes their time. With a business-related e-newsletter, chances are that many of your customers are reading your articles at work-and time is money. If you're not discussing issues they want or need to read about, they'll delete it. Make sure your articles are completely current-easier to do if your e-newsletter is a daily or weekly, as opposed to a bi-weekly publication. Send it only to those who ask for it. Bigger isn't necessarily better when it comes to distribution lists. You want to send your email publications only to those who want them. If people receive your e-newsletter unsolicited-or don't realize they signed up for it-they could mark it as spam as well as deleting it. If enough people do this, email delivery systems could stop delivering all your messages. Invest in your content. Make sure your articles are well-written. Your tone should be informative, conversational, and easy to read. Lay off the technical jargon-unless you're writing to a very specialized audience-and the hard sell. Tasteful wit and humor is almost always appreciated. In addition, make sure your grammar and spelling are clean-mistakes in this area always make a bad impression. Keep it brief. Your readers will appreciate it if they can get to the meat of your articles without a lot of searching. One-page articles, lists and bullet-points are usually more effective than long blocks of text. Catchy headlines offering a benefit (and a certain number of tips) are always more effective than more general headlines: for example, "Seven Tips For Effective Cold-Calling" instead of "How to Cold-Call Effectively." Include valuable offers. At the end of your e-newsletter, include a special offer for one of your products or services. It could be a giveaway, a buy-one-get-one offer, or a discount. These will encourage your readers to buy, and drum up some business after you send the publication. Send a poll. Every so often, send a poll asking readers to rate their favorite recent articles and features, and to tell you what topics they'd like to see in future issues. This will help you keep on top of your readers' interests and deliver timely content-which your e-newsletter needs to do in order to be successful. Because your readers are probably rushed, encourage them to respond by offering an incentive, such as a coupon for your goods or services, for those who fill out the poll. Your e-newsletter can be a valuable marketing tool, and
a great way to reach your customers on a regular basis. Make sure
your e-newsletter is relevant, well-written, and regular-and it's
sure to be a big benefit to your business.
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