Online newsletters (also called ezines) have become easier to create with the availability of templates and tools like Constant Contact. All you have to do is add your text to the template and send it to your readers.
Although there is a lot of discussion about blogs vs. newsletters, you can have both. Typically with blogs, readers have to visit your site to read your content. You can send your blog to readers through an RSS (Really Simple Syndication) feed, for example. However, you will need to regularly update your blog, or your readership will not increase.
Why have a newsletter?
Marketing – send information about your company’s products and services
Promotion – promote your books or talks
touch base – keep in touch with friends and family
Share information – submit informative articles and tips
How often should you send out your newsletter?
It depends on your goal and your readers. For example, a marketing newsletter might go out once a week, but a newsletter sent to the family might go out once a quarter. If you’re an author promoting a book, you can submit information about book signings and tours several times a month. A business looking to use a newsletter to build customer relationships may opt for once a month. Whatever the frequency, try to stick to a schedule so that your readers expect to receive your newsletter on a regular basis.
formatting
Online newsletter articles should be of variable length: 250 words or less. Reading online is different than reading a hard copy. People tend to scan instead of reading every word. Use lots of blank spaces and bulleted lists. Stay away from large blocks of text. Add “clip art” to create visual interest.
Templates
Marketing tools like Constant Contact provide templates for newsletters and announcements. The formatting work is done for you; all you have to do is add the copy. Use MS Excel or a text file to import your reader list, then schedule your newsletter to go out.
Delighted
If it’s a company newsletter, you can add employee or customer interviews. You can also write articles on topics related to your industry. If you have a website, having content will help your site rank higher in search engines. You can repurpose your newsletter content by publishing it on your site and submitting it to other publications.
Article Directories
If you don’t have time to write, consider using free content from an article directory. Be sure to include the author’s signature and personal information about the author. When someone else’s work is used, the author retains the rights. Do not put your signature on your work unless you have a “work for hire” agreement. That means that the author sells you the rights to his work.
Article directories are also a way for business owners to market their services. Having articles on the web helps generate traffic for your sites. If you’re looking to market your products and services, consider posting your own content to a directory.
First, decide on a title for your article. It should draw the reader in immediately and give them an idea of what they will read.
Here are some headline formats:
Ask a question: “Do you know how to write a headline?”
Give a command: “Write That Article Today”
Show as: “How to write an article in 30 minutes”
Highlight a benefit: “Boost your business with a newsletter”
Use numbers: “Five Quick Tips for Articles” (Odd numbers are supposed to have better results. Try it yourself!)
When you create your own articles, it’s a good idea to include helpful links for your readers to learn more. You can have articles start in your newsletter and then have the reader click through to finish reading on your site.
Keep your article focused on a specific theme or premise. You will lose your readers if you ramble and try to cover too many points. Not sure how to create themes? Write down a few keywords and make a list of whatever comes to mind. Don’t be afraid to branch out to different ideas, each one can lead to another article.
In addition to articles, you can also include short paragraph-sized snippets of information. The most important thing is to give your readers informative content.
Creating a newsletter is much easier than you think. You can choose between templates and marketing tools. Just add content and you’re on your way!
Copyright © 2008 Deborah A. Bailey