It seems that a lot of companies make a December push to get their e-newsletter in front of customers. Perhaps its because they have a sale they want to advertise or it’s a slower season for them and they have the resources to put out a newsletter. Unfortunately, this is completely the wrong way to go about it.
Useful content. Consistent delivery. Relevant timing. All these things play into creating an effective e-newsletter strategy. Note, I said “strategy.”
Too many companies jump into sending out e-newsletters without thinking through the who, what, when, where and why of it all.
Why create an e-newsletter strategy? How about 18 of them? I suspect you’ll have much more than one reason, but any single reason listed here should be enough to shift you from thinking about launching an e-newsletter campaign to actually executing one.
Is it ever wise NOT to create an e-newsletter campaign? Absolutely … but only if you’re unable (or unwilling) to commit the necessary resources for creating and delivering a relevant, thoughtful e-newsletter in a consistent and timely manner.
1. Reach new customers
2. Deepen existing customer relationships
3. Create top-of-mind awareness
4. Promote an event
5. Introduce a new product
6. Demonstrate expertise
7. Educate a target audience
8. Create a new customer touchpoint
9. Provide detail about a product, service or benefit
10. Remind an audience about important dates, events or milestones
11. Build trust and credibility between the brand and the consumer
12. Drive traffic to a web site
13. Generate referrals through forwarded emails
14. Create customer engagement
15. Generate sales
16. Promote a thought-leadership platform
17. Become a valuable information resource
18. Communicate about urgent issues and current events
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