Newsletter or also known as e-direct mail (eDM) is a powerful marketing tool. If you do not practise sending out newsletters, you should start sending them now. Here is why:
- It is cheap
- It educates your customers and keep them updated
- It keeps you in front of your customer. If you are out of sight, you are out of mind
According to Dan Kennedy, you will lose 10% of your customers if they do not hear from you for a month. They will simply forget who you are.
However, coming up with a newsletter is not easy. You need to cut through the email clutter cause not only you will be sending newsletters. Your competitors are mostly doing so as well. So, how do you write a compelling, attention-grabbing newsletter which your customers will open and read it? Here are some tips.
1) Have an enticing subject line
This will make or break you. Your subject line or title should be straight to the point. Keep it short and simple, yet interesting. Write something your customers want to read, not what you want to send.
2) It has to be timely
If you are offering a new product, once the product is in your store, start writing a newsletter to notify your customers and entice them to buy.
Remember, do not be a pushy salesman. Educate your customers about the new product. Include a photo or 2 to let your customers better gauge your product.
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3)Write with an objective in mind.
Do not write a long-winded newsletter. Only 1 objective for 1 newsletter and stick to it. Write a brief yet pinpointed copy. If they wish to know more, include a link to your website with a Call-To-Action (CTA) like “Click here to know more”.
4) Make it easy to read.
Write short, punchy copies. Use short sentences, bullet points and keep your paragraphs short. Remember it is a mail, not a book you are writing. Avoid jargons or slang.
5) Personalise it.
Write as if you are talking to a person, not a room of people. Use words like “yourself” instead of “yourselves”.
If possible, have their names on the newsletters. You may seek help from a programmer to do so as you are blasting to a list of customers. You will not want to type it 1 by 1.
6) Outsmart the smartphone.
People carry smartphones everywhere they go. They browse, shop, read on their smartphones. Thus, put your most important message at the very beginning. Do not save the best for last.
Remember, just because they are in your mailing list cause they bought something from you, they will remember you. People buy on impulse. You just happen to be there at the right time and right place. Once you are out of sight, you are out of mind.