You Have 30 Seconds To Impress Your Customers: The E-Newsletter
by Alex Hd
A small Software Development company based in London was noticing unusual fluctuations in the amount of visitor traffic on their website on the 15th of every month. They were concerned at why the traffic increased by 6 times on that particular day every month. After some introspection, they realized that it was due to the magic of their newsletter. Every time they would send out a newsletter there was sure to be traffic from the newsletter onto their service pages. Let us see the elements that make up a successful newsletter campaign.
The most important element to a newsletter service is the regularity of hitting the customer’s inbox. Whether it’s on a monthly or weekly basis, once you set the ball rolling, you must ensure that it continues that way. The customers start to expect your newsletter and sub-consciously start to look out for it in their Inbox. They feel relieved when they see your newsletter, whether or not they actually read or understand its content. Its like a reminder to your customers, that you still exist and are still doing some quality research and also care about sharing your updates with them. Just the fact that you are disciplined enough to frame a newsletter and send it out adds a personal touch and allows your customers to connect better with you.
Content is the second most important aspect. You will always have some readers who are actually interested in what you put in your newsletters and actually seek out some knowledge from them. They maybe from any part of society, and this may include technically sound persons or just the common layman. Quality content is what will hold the attention of the target customers and also have respect for your brand and knowledge. Content of the newsletter is also a major factor which will impress upon a prospective customer to make the ultimate decision to buy your product or service. Large paragraphs will not help. People want quick information in a capsule form. They don’t want you to rant about nonsense which makes hardly any sense to them or has little benefit to their daily life. You just get about 30 seconds to put your point across. If you are not specific, you have lost their attention.
A newsletter which eases their nagging pain about some daily activity or related information is always a big hit. Eg: A newsletter on the “History of Coffee” may not be as popular as the topic of “How Coffee Improves Your Memory,” because everyone wants to know how to enhance their memory. As it is rightly said: “Knowledge is Power” and everyone wants to be one up on their neighbor. Color plans of the newsletter should represent your branding and should be sober and subtle. Keeping it consistent throughout is also a good idea.
A newsletter which focuses less on utility and more on the product or service, is as good as a banner advertisement which claims you have won a Jackpot of Billions of Dollars. It is ignored and condemned. If you try to be too pushy and overtly upsell your products, you may start repelling customers. Trying to teach ABCD is not going to go down very well with the customers either. It hurts their ego that you are trying to teach them something they already know. They will ignore it and delete your newsletter. The skill of drafting a newsletter lies in gauging the target audience’s average intellect and keeping the article in tune with it. You want to be more of a big brother rather than a strict father in the newsletter.
Bombarding the readers with links and banner ads will definitely ensure that they don’t open the newsletters. The readers are not interested in you blowing your own trumpet and forcing them to visit your site. A newsletter must remain as professional as your service. Infact, many Spam Filters will block out mails which have a high number of hyperlinks or suspicious words in them. You should test your newsletters for spammy content and delivery failure before you send out your campaign. Many online tools are available for this.
Whether your newsletter is impressive or not, depends on how much effort you put into it. It is a marketing tool to gain repeat orders and have “Brand Recall” in the customers mind. Not all companies are able to sustain a Newsletter Campaign. It doesn’t cost much money or require a dedicated employee. It just needs dedication of time.
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