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Build a better e-newsletter

By Melanie Williams

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A survey conducted last year by AT&T found that 41 percent of small businesses are using email to market to customers, a 25 percent increase over the previous year. The benefits of email are many: It’s cheap, quick and effective. And one of the best ways to take advantage of this marketing platform is the email newsletter. 

Here are 3 things to consider when crafting your killer e-newsletter:

 1.  Make it worth their while. Ensure that your newsletter delivers timely, relevant content. Avoid sales pitches, or your newsletter will sound like an ad—and end up in the trash.

2.  Build your audience. Purchased lists can contain many less-than-desirable leads. So make your own by soliciting people to sign up online. Offer prospects an incentive to opt in.

3.  Enlist help. Constant Contact and MailChimp are two e-marketing service providers to consider. For a small fee (or even no fee, in the case of MailChimp’s free version), you can access newsletter templates and response metrics.

If your recipients have given you permission to send them your e-newsletter, repay the favor by providing them with something they can look forward to reading.

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