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The Purpose Driven Newsletter

Marketing by my definition, is "getting someone with a need to know, like and trust you". Therefore all our marketing efforts should support one of those causes.

Newsletters represent independent and niche viewpoints and can help create product evangelists by building a bond with your product users. One of the reasons many newsletters work is that people read them-no small feat when one considers the typical mail volume at most businesses.

Newsletters are the best place to announce company-wide events, such as holiday parties, ski trips, picnics, raffles, etc. Newsletters are great advertising means, and efficient reminders. You want customers to know as much about your products and services and your firm as they possibly can. Newsletters are great not just for customers, but also for getting employees, distributors, commission sales reps, the media, and other third parties excited about your firm.

E-newsletter marketing is very cheap and has proven to be very successful for those who do it right. Properly designed, newsletters are the only marketing tool that can simultaneously: 1. contact customers with news and valuable information, 2. provide new leads, 3. position you as the local market expert and 4. nurture leads until they are ready to buy If you use an online newsletter, it will allow you to maintain a relationship with your customers and supporters that has residual value far beyond their visits to your website.

Whatever your objectives, your purpose will determine what content goes in to your newsletter. With great content you will grow your list and win the attention of your readers, year after year. Content should be targeted to your ideal readers and match their preferences and reading style. In fact, some newsletters will include a fair percentage of content derived from reader feedback.

If writing the content yourself, one quick and easy way to get content is to do an expert interview or design a 'how to' article. If you don't have the time or the desire to write it on your own you can outsource to a ghost writer. One place to check for an article is elance.com. You can expect to pay $5-$25 per article.

How often you send out your newsletter really depends on the amount of time you can commit to its creation and the type of newsletter you want to publish. If you have a very research intensive 'how to' or expert interview type, then once or twice a month would be sufficient. But if you have a very short "weekly tips" style newsletter then once a week is appropriate. Use your judgment and be sure you are delivering value in the eyes of the client. Don't email bomb them.

Make sure your newsletter design is easy on the eyes--use highly contrasting colors to avoid having the colors blur together. Just as a magazine has a certain look that appeals to its subscribers, so must your e-mail newsletter. I prefer to use a summary of topics at the top for easy scanning.