By Michael Mullany
Direct Advertising is a great way to promote your brand, especially with the promise of an interesting Email Newsletter. However, failing to deliver on your promise can do more damage than good. In today's age, the average consumer gets bombarded with various promotions, deals and Email Newsletters daily. You can't run the risk of your subscribers mentally branding your Email Newsletter as "expendable" when it comes to their daily readings. In this article, we will discuss some of the methods in making your Email Newsletter top class.
Wall Paint was invented for a reason, to make something rather plain look appealing. The same principle must be applied to Email Newsletters. A blank white background with paragraphs upon paragraphs of text is not something the average consumer will levitate towards when pressed for time. At TouchBasePro, we've personally seen Email Newsletters containing some of the most interesting and fascinating content going out only to flounder and fail because the Email Template wasn't attractive. On the reverse side, Email Newsletters that contain content found in various other places can soar to success because, put simply, the Email Newsletter was drop dead gorgeous.
One of the keys to success is how up to date your content is. If your main source of information or promotional ideas comes from your competitors Email Newsletter which is sent out a week before yours, you could find that your consumers will opt for the more timely content. Avoid jumping on the Bandwagon, rather build one yourself and let others try to match you over you trying to match them.
The only content you should be putting into your Email Newsletter is content that affects the reader. Any corporate news that doesn't affect your subscribers should be left out and placed in your separate Corporate Email Newsletter. However, industry news, trends and fresh new content should be included if relevant to the field your company is in.
A joke, picture, quote-of-the-day or anecdote can go a long way in retaining your subscribers. From personal experience, I know that the content of an Email Newsletter might be completely uninteresting to one of your subscribers but the fun bit in the end is what keeps them coming back - and then when someone asks them a question about the field your business is in, said subscriber might just associate your brand with that field and do some advertising on your behalf.