Newsletter No No's

Newsletters are a popular marketing tool. Done well, they can be incredibly effective.

Unfortunately, most people's efforts end up in the circular file before anyone has bothered to read it. Why?

Because they committed too many newsletter no no's.  If you're the editor-in-chief of your company's newsletter, be mindful to avoid these mistakes.

No grand plan:  Your newsletter needs to have a vision. Without it, it's just a hodge-podge of articles that has no continuity.

It's hard to build reader loyalty without it. Make sure you identify your key audiences and what you're trying to get them to do/know.

Too much ego: Sure, your newsletter is a sales tool. But be careful that you don't toot your own horn to the point of arrogance.

Celebrate your product/service's excellence but do it with case studies or client testimonials rather than in the first person.

Not providing value:  We live in a "what's in it for me" society.  Your newsletter is fighting for your audience's most precious asset - their time.  So make it worthwhile. 

Give them new information or insights so they look forward to receiving your newsletter.

Inconsistency:  Hitting deadlines is tough. It's easy to give yourself a pass when other projects are on fire. But, if you promise a quarterly or monthly newsletter, then it needs to come out on time.  Every time.

What do you think it says about your business if you don't keep your promise on newsletter deadlines?

Lack of interaction:  Give your readers a chance to talk back.  An e-mail address, a contest, a bounce back card, a URL that solicits feedback.  Make it a conversation rather than a monologue.

Newsletters are a lot of work.  Make sure all the effort you put into your publication pays off.  Avoid these newsletter no no's and you'll have loyal readers for life.

Comments

[Janet Green]

Drew, two newsletters not to miss from Des Moines area businesses are the email publication from Kitchen Collage in the East Village, and the one-page print piece from Edwards Graphic Arts.

Kitchen Collage's e-pub is a tidy collection every few weeks of informational articles, in-store specials, recipes, and kitchen tips all centered around a theme such as "fresh greens" in Spring or "Have a picnic!" in summer.

And Edwards's pub is a short, easy-to-read page with articles of interest to direct mailers but also a touch of the unexpected such as short bites about which are the top-selling postage stamps (breast cancer research support, Elvis Presley, Spay & Neuter Your Pets) or what renewable resource is being used to make paper (sheep poop).

I'm a customer of both of these businesses. Their pubs are always interesting, the content is delivered in short, readable chunks, and they do not beat you to death with their self-serving commercial message.

[Drew McLellan]

Janet,

Thanks for sharing these resources with our readers!!

Drew