- Keep to the Law
It is against the law to send your e-newsletter to anyone who has not requested to receive it. Place a sign up form on your website, any social networking sites and at face to face events give your audience the opportunity to sign up to your newsletter. When you send your newsletter ensure that there is an option to unsubscribe. If you use an online marketing company e.g. Mailchimp, which is free, they will include the unsubscribe option for you.
- What value is there to the reader?
Make sure that you tell your potential readers what value they'll gain by receiving your e-newsletter. Readers will not want to just read promotional material about your company. Offer them articles of interest that are perhaps sector related, provide industry announcements, CPD or HR updates, competitions, guest authors and links to external articles on the web.
- The size of e-newsletters
They should not be so large that they clog up mail boxes and overwhelm the recipient with information. Instead e-newsletters should feature snippets of information with embedded links for the reader to follow to learn more about the topic or event.
- How often will you publish your e-newsletter?
Make sure that whatever you decide is the appropriate frequency for your newsletter that you can achieve what you set out to do. Common frequency for publishing is monthly, bi-monthly or quarterly.
- Track the outcomes of your e-newsletter
Monitor the statistics that are captured by your e-newsletter provider. Mailchimp captures newsletter opens and click throughs for up to 2000 subscribers for free. You can then analyse the effectiveness of different aspects of your newsletter content, which will help you develop the content for your next one.
Last modified: Tuesday, 9 August 2011, 11:25 AM