Newsletters, if done properly, are a proven way to build your business and bottom line, and help you retain those valuable clients you’ve worked so hard to get. Although they’re less likely to generate specific new work than targeted direct mail or promotions, they can benefit you and your clients in a number of ways.

Newsletters add value to your service; inform and remind clients (and referrers) about your knowledge, skill and service offerings; and keep them informed of the latest information in your business or industry sector.

However, for your audience to stay tuned in, you need to ensure your newsletter contains information they consider to be valuable – not just what you consider to be important to say to them.

This means you need to think about the information you want to convey to your existing clients. Newsletters are not the forum for direct marketing plugs – if you want to convey specific information or sales messages to customers, leave that for a targeted direct mail piece, flyer or sales brochure.

Use newsletters if you want to tell your customers about a range of different topics that will be of interest to a broad range of businesses and industries.

Secondly, you need to consider the level of commitment available and required for the job. There’s no point starting up a newsletter service if you haven’t got the resources or time and the dedication to keep it going.

Here are my top 10 tips for ensuring your newsletter is as successful as it can be.

Top 10 tips for ensuring your newsletter is a success

Before you commit to generating a newsletter, consider:

1.  How often will you produce your newsletter? Take into account the level of commitment required and the value of the information to clients. If you think you can’t keep up with it, consider outsourcing.
2. Whether you want to distribute it electronically (e-newsletter) or in a hard copy. The cost implications of an e-newsletter are far less than for a printed one, but there are advantages and disadvantages of both. For example, a hard copy newsletter can’t be read in a waiting room or lunch room.
3. Whether you have the capacity to produce it in-house. This will reduce the overall cost of the exercise. There are a number of good package available on the market. You will need to appoint someone in your business that has the time, skill and design experience to put it all together.
4. How it will reflect on your business and brand image. If your budget allows, always use a graphic designer to ensure a professional and highly appealing newsletter design. If you get your designer to develop a template, your ongoing design costs will be minimal. Also, a designer can effectively manage print production for you, if you decide on a hard copy newsletter, saving you time and money.
5. Who will write the content? It’s easy enough to come up with ideas for stories, but having the skill to write effectively to draw in your audience, and the capacity to keep up with the regularity of producing it, is altogether different. It might be better to outsource this to a professional copywriting service. Better still, find a business that can do both design and copy, so it’s a seamless and cost effective job.

To ensure your newsletter is an effective marketing tool:

1. Link your newsletter to the other marketing activities such as seminars or promotions you would like to publicise. Perhaps run a seminar with a complementary service firm, for example, an accountant or financial advisor you work closely with. You might then put together a joint newsletter and your services could be promoted to both your clients and their clients.
2. Make sure your newsletter has practical tips, is concise and relevant to your audience.
3. Ensure the newsletter encourages your clients to contact you for further information.
4. Ask clients how helpful the newsletter is. Listen to any suggestions they have for changes.
5. Use a professional design service – if your newsletter looks amateurish and tacky, no amount of planning or good content will inspire your customers to read it.

If you need help getting your newsletter started, or keeping it going, please give us a call or use our inquiry form. We specialise in researching and creating unique newsletters across a range of industries.