Drafting Newsletters To Enhance Brand Image And Keep It At
August 28th, 2010 | 
Author: Drafting Newsletters To Enhance Brand Image And Keep It At Top-of-the-mind
Newsletter is a great way to maintain constant contact with your target audience and at the same time enhance brand awareness. This entices every marketer to jump into newsletter or ezine marketing but if attention is not paid it might have a negative impact on you brand image.
The most important elements of a newsletter are:
Relevant information
Standardized format
Predefined frequency
Option to change preferences
Company info or offers for subscribers
At the moment of subscription make sure that the subscribers know what they will get and at what frequency. Encourage them to view some samples of your old newsletters. Let them choose the frequency and format of the newsletter.
Your newsletter must provide relevant information
Give the readers what they subscribed for. Be it latest industry information current trends in your domain news/alerts product reviews or anything else. Your newsletter should provide fresh quality info and not just yada yada. Your information should give a reason to the subscriber to wait for the next newsletter.
Maintain consistency don’t be too creative with your newsletter
Usually marketers put a lot of efforts in making the first few newsletters but later on they find it difficult to maintain the same momentum. Moreover different styles may confuse the reader. Make a standard format that represents your brand and present your information in the same manner in all the newsletters. The “from line” and the “subject line” should also have a standard format.
Prepare in advance and maintain the frequency
Be punctual in sending you letters. If it’s the first of every month then it should reach the recipient on that day and time. Just like newspapers keep the basic newsletter ready and add only the latest news in the end.
Give the subscribers the power to select and change
Make it easy for your subscribers to change preferences such as frequency content format subject line email address etc. Apart from preferences you must also honor unsubscribe requests. All optouts should be removed from your database promptly. You can do a small survey before people leave to find out the reasons.
Provide company info in a subtle way
Put information before anything else. Your subscribers know about your company and that’s why they subscribed in the first place. It is important to have a brief about your company at the end but don’t overdo it. Nobody will read it anyways. Promote your products or services in terms of special offers only for newsletter subscribers. Make them feel special about being a member of your online community.
About the writer: Do Right Marketing offers freelance content writing services. These include writing for the web intranet marketing and sales collateral such as case studies newsletters whitepapers articles blog posts website navigation editing and proofreading etc. Visit: www.dorightmarketing.com to know more.
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