Ever since I have been in business I have spent time capturing data from customers. From like my Facebook page, follow me on Twitter, sign up to my newsletter etc. and I am so guilty of not using this data to my advantage.
We all know we should send out regular newsletters in order to:-
- Remind our customer base we are there
- Let our customers know about special offers, new products, events we might be at
- Communicate with customers who maybe don’t follow you on social media platforms
But how often should we send newsletters?
I send out a monthly newsletter, and those subscribers get 24 hours notice to new products. The newsletter is quite brief – this is my new product, and these are the venues I will be selling at face-to-face, and these are my online locations – Etsy/Supermums. Heather Barber – Minety Moose
Most people agreed monthly – as it was manageable for the business but also not too overwhelming for the receivers – customers/clients. Although Emma Collins PR suggests weekly “Weekly keeps the consumer up to date, inspired and you stay in their mind. Weekly doesn’t have to be the same content. From events, what’s hot, sale, inspiration, customer testimonial etc.“. I don’t think personally there is a correct answer as I receive daily emails from Zulily and I’m not inclined to unsubscribe I just delete those that don’t interest me. I think it really is a case of trial and error seeing what works best for your business.
Designing your newsletter
As with any marketing you do your newsletter need to be consistent with your branding. It also needs to be straight to the point no waffle. Lay it out like you would do a blog post – bullet points, headings to draw the eye around the page. Use images to make a point and break up text, make it look pretty!
I’ve been reading a free book I picked up on Facebook “1001 ways to get more customers” which suggests using Arial 10pt or Verdana 10pt fonts never go smaller than 10pt and if you use 12pt go with Arial. This is really interesting as I’ve never really considered the fonts I use and usually go with the default, it also indicates that actual research has been undertaken here to be so exact.
We literally have seconds to capture the readers attention whereby they decide to read or delete so subject lines are really important. Cracking Media says good subject titles include using words like “How…, What… and Why” Headlines work well whereby the content is lists “e.g. 10 tops tips for.., 101 ways to.., 5 things you should“. you could “even a little cryptic and create intrigue, e.g. “Why we need to learn to love someone else’s worm” ”
60 characters at most makes a good subject line – so be glad that you have been getting good at keeping it brief on Twitter!
So now all that is left is too … send out a newsletter! Who’s with me!? Aim to have one sent by 31st July! You in!?
This post contains an affiliate link