How to start your own newsletter
Question from a reader
My partner and I have been managing our web based business with modest results. We are considering publishing an online newspaper as a way to boost our business. We know all the benefits associated with issuing a periodic newsletter, but are unsure about where to start. The commitment is also intimidating. How can I reassure myself about continually finding the fuel to spit out relevant information for every newsletter? Where do you suggest we begin?
JL
Hello JL,
This is a good question. Many small businesses are wondering how to activate a conversation with their clients. Composing a newsletter is one of the best viral marketing activities your business can undertake.
Let's see how we can get your newsletter started the easiest and quickest way possible:
Step1: Capturing your customers e-mail addresses:
One of the easiest ways of earning your visitor's e-mail address is through a bribe. In other words, by giving him something free in exchange of his time spent in registering on your newsletter. What type of content would interest your visitor? A free e-book? A java game where he needs to subscribe before he plays?
There are so much content that can serve as a gift, all you need is stretching your imagination a bit. The next step is installing an opt-in form on your website in which your customer enters his e-mail address, name and other preferences. Don't forget, the registration process needs to be quick and simple for your customer.
Step 2: Designing the newsletter
There is a tireless debate about which newsletter format works better: HTML or plain text? If your newsletter service doesn't offer both versions simultaneously, you have a problem on your hands. My answer to this is simple enough: why not let your customers decide?
Your opt-in box should have an option for your customer to save their format of delivery. Many e-mail clients do not handle html emails properly, and some of us simply prefer plain text. I use Aweber, which detects automatically if the recipient's e-mail client handle HTML or text.
Keep the design of your newsletter simple. There's no need in trying to prove your designer's skills and risking overdoing your design. Just ensure you keep the same look and feel of your website, and to include your logo and your company's information.
Step 3: Writing the newsletter content
You can write about your services, comment on your industry or compose articles. What really matters is keeping your content matching with your customer's best interests.
When writing your newsletter, ask yourself "does my audience somehow benefit by reading this?" Always include a ''unsubscribe address" so you don't keep your customers as prisoners. Oh, and why not a "forward to your friend" button?
You can also hire the services of a professional copywriter, to alleviate some of the pressure behind running a newsletter. Many professional websites do it. They let the copywriter concentrate on crafting quality material, so they can worry about something else.
Step 4: Choosing your newsletter software
You have two choices: you can hire a programmer to code your own newsletter, or look for a third-party service that will handle all of this for you. Unless you know someone personally and you are assured on the quality of work, I suggest putting your baby in professional hands.
I find by experience it is easier to manage your entire newsletter from one place, then having to deal with your own unreliable in-house solution. I personally use AWeber, and I also heard positive feedback on gotmarketing.com and ConstantContact
Step 5: Analyzing the outcome
You need to keep close eyes on the results as soon as the first letter is sent. This is where you won't regret your decision of choosing a third-party newsletter service, as they often provide statistical analysis on your campaign, such as click through rate and other demographical stats.
The intent is to take a step back and look how you can improve your next edition. Was the content interesting to my readers? How many readers are canceling their subscription? No one expects you to be perfect the first occasion.
Phew! I hope this answers your question. Good luck, and do not hesitate to write back if you need more clarifications.
To your success,
David