An email newsletter is one of the best ways to market your professional services using the Internet. It’s a great low-cost way to keep in touch with prospects and clients who want to create or expand a relationship with you.
Here are six secrets to ensure the success of your email newsletter.
1. Have a compelling subject line for your email message to encourage subscribers to open and read your newsletter.
Ezine publishers often overlook this simple strategy. You’ve worked hard to write and produce your ezine. It would be a shame if people overlooked reading it because either you didn’t identify yourself clearly in the *from* line, or you didn’t use a compelling subject line that enticed them to open and read. Try to capture their curiosity or get their attention with your subject line. Also, include the name of your ezine in the subject line of each issue so that readers will recognize that it’s from you.
2. Write to a specific target audience.
If you know whom you’re writing to and for, you can provide better value. List the specific characteristics of the ideal client that you’re writing for. Use language that your target market will relate to, and demonstrate your expertise in solving their key challenges. When you address their main concerns in your newsletter, they feel valued and heard.
3. Write original content that provides solutions to this niche audience.
Solid, original content is an important aspect of a successful ezine. No matter what your area of expertise, write content that your niche audience wants and needs. Write about the solutions to their key issues. Be a resource for your target group. Give them a reason to hire you.
4. Write in a personal manner and conversational tone.
Write as if you were speaking directly to your ideal client. Share your experiences and knowledge when writing your ezine. Use the word *you* when you write so that the person reading feels as if you are speaking directly to them. Use the person’s name if your broadcast system allows you to automate this feature.
5. Write consistently and keep up with a regular schedule.
Frequency of publishing is important. Publish often, but don’t overdo it. Anywhere from once a week to once a month is fine. Create an editorial calendar and timeline for yourself with deadlines and topics for the next six months so that you can stay on a schedule. Have a reserve of articles written and ready to go so that if an emergency comes up, you won’t miss your deadline. Readers get used to your schedule and notice when an issue is missing.
6. Invite readers to provide feedback, questions, and topic suggestions.
The key to your success online is building relationships with people so that they come to know, like and trust you. Inviting feedback opens up a one-way communication into a two-way conversation. People appreciate the opportunity to give you their opinion or ask a question.
Do any or all of the above, and you will increase the chances of publishing a newsletter that is well received and valued by clients and prospects. Over time, you will have a solid relationship with them as their trusted advisor.
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Copyright 2006 by Jan Marie Dore. www.janmariedore.com
