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Newsletters Aren’t Just About News Anymore
Author: C. Hope Clark
If you have an online presence, and what writer doesn’t, you need to be able to inform your following, your customers, your interested lurkers, about your new books, newest accomplishments, awards and public appearances. To maintain a following, you have to make that connection “sticky” with material that keeps them not just informed, but entertained and eager to hear from you.
A well-managed online newsletter is just the tool to manage your fans and clients. Consider the newsletters that capture your attention when you read your email. You may not pay attention to the format or method of distribution, but you do know what you enjoy reading. Let’s look at the tricks of maintaining a class-act newsletter that keeps your business humming with return customers.
Consistency
The newsletter comes out regularly, whether that’s weekly, monthly or quarterly. Your readership needs to know it’s coming and rely upon its delivery.
This most important step of newsletter management is what keeps your readers attached to you and your writing. Mention you’ve been too busy to get it out on time, and you’ve just told readers that your life is too hectic to pay attention to them.Ease
Design a format that is simple and easy to read. Your customers might not have twenty-year-old eyes. Some need glasses and others cannot read tiny print. If you deliver a newsletter in simple text, pick a font like Times New Roman that’s gentle on the eyes.
If you deliver your newsletter in html with pictures, graphics, bells and whistles, make sure it is such a format that is compatible with all the servers receiving it. Your newsletter hosting service often has templates to help you fit this requirement. Remember that many readers are still on dial-up.Entertainment
Regardless of how pretty, polished or cute your newsletter is, if it isn’t entertaining, you’ll lose readers.
FundsforWriters newsletters reach thousands of readers. Rather than just list the resources it’s noted for, the newsletter also has a brief guest article, a very pointed famous quote and a humorous rant by the editor. Some readers open the newsletter simply for the editorial.Information
Make your facts correct and easy to understand. People read faster online than they do reading a book or magazine.
Online writing is a different style conducive to bulleting, shorter sentences and small paragraphs to capture the brain’s faster scanning habits.Accuracy
Have someone proof your newsletter before you send it. You have mere seconds to make a good impression on the Internet. Erroneous information can cost you a reader for life.Reward
Why does it pay for a reader to read your newsletter? Be able to put a finger on the benefit factor of your publication.
Even famous writers offer something of benefit in a brief newsletter. Discounts, contests, rewards, coupons, giveaways or a chance at receiving something the average person can’t are all good ideas. Most businesses run “specials.” You can, too.Opt-in
Give your readers the chance to opt-in and opt-out. Spam laws have become seriously constrictive. If you wish your email newsletter to reach the greatest number of people, then find a delivery service that allows readers to subscribe and unsubscribe without you getting involved.
Free services have limitations such as embedded advertising and little personal service, but they are often good for less frequent mailings, such as monthly or quarterly. Yahoogroups.com is the most common tool used.
Paid services avoid advertising and offer technical support to help you create a better product. A simple Internet search of “newsletter hosting” will reveal many options, some being ConstantContact.com, Aweber.com and GetResponse.com.
The most important aspect of a newsletter, however, is the personal touch. Your message must sound genuine. The reader must feel you took the time to get personal.
Your readers should benefit from the information you provide. They should want to stop what they are doing; they should know that you will inform, enlighten and entertain them. As a business owner, the customer comes first.
Stroking your customer with a special touch keeps him coming back for more of whatever it is you have to offer. Don’t disappoint them and they won’t disappoint you.
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