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4 simple steps to a knockout e-newsletter

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In our rat race society, the average person gets a slew of e-mails every day. The last thing he or she wants to do is read your latest and greatest pitch. Many times e-newsletters are usually mistaken for spam and end up in the e-trash. But let’s be real: Newsletters are really convenient. They’re so convenient we have to find a way to keep sending them out with them ending up in the trash. Here are some methods to help you send out e-newsletters that get viewed:

  • Get a game plan first: Identify your niche, frequency and audience. With your niche, set your marketing strategy and stick to it throughout the newsletter. Be consistent. Figure out how often you want to send out the newsletter (quarterly, monthly, etc.). Realize who your audience is and use that knowledge to generate content and frequency.
  • Content: Your e-newsletter needs to display creativity. People are tired of seeing the same old marketing ploys. If writing isn’t your strong suit, hire a freelance writer. Keep the content short, to the point and, most of all, make it different and unique.
  • Grab their attention: People delete anything that looks like spam in the subject line. Avoid too-good-to-be-true lines.
  • Promote. Once you have a unique, to-the-point and informative newsletter, you need to promote it. Ideas for this may vary depending on your audience. Some popular strategies include putting links on your website that direct readers to the articles and also allow individuals to sign up as a recipient on your website.

There’s no need to be resistant to e-newsletters. They are cost efficient and actually preferred by many people. A little creativity coupled with a solid game plan takes your newsletter from dismissed spam to an excellent marketing tool.

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Josh Mellberg is founder and president of JD Mellberg, a financial planning firm specializing in wealth preservation portfolios and estate planning, and Ultimate Advisor Training, a financial sales training company. For more information, go to or visit his blog at


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