By Rhonda Campbell
Design and regularly distribute small business newsletters and you can stay connected to new and loyal customers year round. Automated marketing, coupon and editing tools at firms like Constant Contact, Campaign Monitor, Mail Chimp and Vertical Response cut down on the time it takes to build and send your newsletters. But you need more than a good design, subscription service and marketing strategy to get the most out of your small business newsletters.
How to Get the Most Out of Your Small Business Newsletters
You need engaging content to keep subscribers tuned into your small business newsletters. Short of going out and hiring a team of experienced freelance writers, you can create “sticky” newsletter content by:
- Including one interview with a small business leader at your company (e.g. marketing manager, CFO) in special issues
- Inserting quotes by industry leaders, including sales and customer service professionals, in each issue
- Sending newsletters out regularly (consider sending a weekly newsletter to see if this increases response rates to links you place in your newsletters over sending out your small business newsletters monthly)
- Adding offers for free game and mobile applications that tie in to your business in your newsletters
- Inserting coupons and other promotional items at the bottom of your newsletters to encourage readers to take action (e.g. purchase your new book, buy a recently released product)
- Providing dates, times and locations for local entertainment and community events sponsored by your company in newsletters
- Spicing your newsletters up with pictures of company events, creative business leaders at your firm, employees who are excelling at your firm, etc.
- Including links to recent human resource, etc. policy or procedure updates, including performance review and time off requests procedures
- Uploading newsletters to your company intranet so readers can refer to articles, read interviews at later dates
Back to the experienced freelance writers – at some point you may want to onboard one to two freelance writers who have experience conducting thought provoking interviews and writing innovative and engaging copy. It’ll allow you to add another style and perspective to your newsletters. By working with seasoned freelance writers, including writers with experience working for internet marketing companies, you can also gain insights on innovative actions you can take to bring your newsletters to life more, causing subscribers to look forward to each issue. After awhile, don’t be surprised if subscribers pass your newsletters to friends, colleagues and family members.
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