Create an Email Newsletter People Will Read
I shared this yesterday in my Idea Factory, a learning/incubator group I created on Facebook, where I had promised some e-newsletter tips but I think it’s worth posting here as well.
In this example I’ve broken down the design and marketing elements of an e-newsletter I created last year for a therapist who educates parents how to deal with difficult situations concerning their kids. These tips may be helpful for someone building a newsletter.
The therapist’s motto is “Everything will be OK,” and we wanted the newsletter to reflect that.
Professional But Hopeful
It was important to me to strike a balance that keeps the therapist looking like the professional she is, while having the email look inviting and hopeful to the parents, and encourage them to read her blog articles — professional but not cold. The therapist’s motto is “Everything will be OK,” and we wanted the newsletter to reflect that.
I also structured it in a way so that she could follow the process and easily learn to build a fresh newsletter each time by following the steps.
Other users may not need all of these elements, and in fact may need other elements, like product images that link to shops, links to videos or special promotions, or the inclusion of downloadable calendar items for events or webinars, and so forth.
By the way, the end result of the newsletter in this example: After my therapist client sent out the second email, she got three new clients (!) due to her subscribers forwarding the newsletter to their friends. After six months, the therapist was recruited and offered her “dream job” in an organization. Of course this was due to her expertise, but according to her, the newsletter apparently caught the eye of the organization!