Developing a good newsletter can help your client see ROI in their online marketing efforts with you. Leading to further establishing a great working relationship between the both of you, as well as passive recurring income through email marketing as well as your client's regular correspondences through their email newsletter.
Here are a few simple good and bad points you should consider when developing your client's email newsletters.
The Good
A good email newsletter has to be of value to the recipient.
- Enjoyable to read (offers at least one: interesting, relevant or useful information)
- Easy to sign up to (didn’t create barriers or ask for too much information.)
- From a “good source” - known for expertise in the field, or a well-known brand.
- Easy to navigate - well designed, looks good, easy to read more then one article.
- Well written content
- Easy to share (read: forward a friend function)
- Offers exclusive content (special offers not available anywhere else)
- Arrives at times that are convenient
The Bad
- No useful content - nothing useful. no special offers. no new information.
- Hard to read - maybe it’s one big image that’s blocked and appears to be an empty email. Maybe the design and layout of the text makes it hard to read and decipher.
- Ignores permission - comes too frequently (or feels like it does) - or more frequently than promised. Or, the sign up appears to generate lots of third party mailings. (read about my experience with this in an earlier post.)
- “Hello, are you ready to buy?” - Each newsletter gives the same feeling you would get if you walked into a shop and five sales people descended on you immediately to ask you if you are going to make a purchase. The newsletter is all sales, no information. All pressure, no enjoyment.
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