MARKETING WITH E-NEWSLETTERS
Tips from E-Newsletter Freelance Copywriters
By Susan Greene
Looking for an inexpensive
way to market your products or services? Newsletters are
an effective marketing tool, but e-mail newsletters, also
called e-newsletters or e-zines, are even better. Why? Because
they cost a lot less. You save on graphic design, printing
and mailing costs. Here are more answers to questions frequently
posed to e-newsletter copywriters.
What can an e-newsletter do for you?
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Keep your company name in front of the customer
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Position your company as the expert in your area
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Create brand recognition for your products
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Help you build a relationship with your prospects and
customers
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Generate sales for your business!
What should your e-newsletter contain?
-
Information that is useful to the customer, as opposed
to just promotional for you
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Details about new or additional products or services you
offer
What tone should you use in your e-newsletter?
Write your e-newsletter copy in a friendly, conversational
voice. It’s okay to use first or second person and
to let your personality shine through. After all, you’re
trying to build a relationship with the reader, a.k.a. potential
customer. Of course, be sure your copy sounds professional
and is error-free.
Does the e-newsletter need graphics or photos?
That depends on what you’re selling. Yes, if you can
show products or applications or present your material in a
more professional way. No, if including those photos or graphics
will significantly slow down load time.
Should the e-newsletter be sent as part of an e-mail or as
an attachment?
Best if you can send it right within the e-mail. Many people
won’t bother to download an attachment.
Should you include links in your newsletter?
Sure, if the links are to your own web site or other quality
sites that are relevant and will provide the reader with
useful information.
Who should you send your e-newsletter to?
How do you get subscribers?
-
Have a sign-up form
on your web site, preferably on all pages. Keep it simple
or people won’t sign up
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Offer a bonus for sign-ups such as a free e-book or special
report
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Include sign-ups in ads, direct mail, at trade shows or
any other marketing opportunity
-
Submit informative articles to e-zines and include links
to your sign-up form
How often should you send out an e-newsletter?
At least monthly. Weekly is better but only if you have good
information.
What if you
can’t write
well or, even more importantly, if writing the e-newsletter
is not an effective use of your time?
Hire a freelance e-newsletter copywriter. He or she will be
able to take your raw information either by phone, e-mail or
other research material and convert it into an effective e-newsletter
that brings in dividends far in excess of the copywriting fee
you are being charged.
