Rummaging through that pile of stuff to read – that’s the pile on the end table I never get around to – I found some interesting tips on why you should create an e-mail address list to improve your marketing.

Rummaging through that pile of stuff to read – that’s the pile on the end table I never get around to – I found some interesting tips on why you should create an e-mail address list to improve your marketing.

Many businesses collect e-mail addresses but don’t do much with them. Gather those names together and use the list as a basis for a newsletter. A good newsletter would help your business and inform your customers of new products, new ideas, and new services. Note the emphasis is on “new.” It needs to say something useful, not just what’s happening in your family or circle of friends.

A newsletter could turn out to be the best free promotional tool for your company. Horror of horrors – don’t charge for it. It’s free; it’s not a magazine subscription. It can supplement your marketing strategies of “word-of-mouth” and website.

Some will say newsletters are out-of-date and that the way is now Facebook and Twitter, but I beg to differ. There is a need for good newsletters, and there are many software programs to help you design them. Consider using a service like AWeber Communications, found on line, which includes templates, color and a test drive. There is a nominal fee for this service. And there are other similar services out there. Or, hire a college student to do it for you.

Tips for a great newsletter:

When to send. Monthly newsletters are the best because they are timely and keeps you connected with your customer. Quarterly newsletters often include old information and indicate that you don’t have much to say about your industry. How to send a newsletter. You can send it via e-mail if you have less than 100 subscribers. Usually, anything over 50 e-mails might run the risk of getting shut down for spam. Sign up; sign out or opt-in; opt-out. Just make it easy for the customer to sign up for the newsletter. Promote it on your website home page, Facebook and blogs. Make sure the new contact is easily added to your growing list. And for gosh sake, don’t sell contact information (I hate when a company does that.) Also make sure the customer can opt out easily. These things happen, so get over it. Offer an incentive to sign up. The incentive should have your name on it and be something that the customer can refer to time and again. A lot of promotional specialty companies would be glad to be of service to do this including Absolute Advertising Specialties or Show-Me Promotions and Apparel, both of Independence. After the sign-up. Make sure the “thank you for signing up” page includes more than a “thank you.” Here’s an opportunity to talk about the incentive/gift, focus on two important products, or offer some sales items. Edit your newsletter. Everyone needs an editor! That’s my motto. So get one. Make sure that college kid is tech savvy and has mastered the English language! Make sure your facts are on target. And customers won’t take you seriously if there are a bunch of typos. Content. Running out of ideas? Ask other experts in your industry to write for your newsletter. Give lots of generous tips. Your articles can be used separately for Facebook or other blogs but not more than twice for each article. According to Penny Sansevieri, Marketing Experts, the content of a newsletter should be 95 percent editorial and 5 percent sales. You can offer specials to your readers, and that should be part of the 5 percent. Promotion. Now go and promote, promote, promote. Add links to everything that you sent out, put it on your business cards, talk about it, collect business cards at networking events, include with paid advertising.


Now put pen in hand and start writing ... or rather, start typing.