Author: Bethesda Emedia Marketing

There are a few things you should keep in mind before publishing the company’s latest Enewsletter.  While it may be easy to setup, determining the content that should be included in the current mailing is often a difficult decision.  There are a number of different possibilities that present themselves to the content creator, or publisher, each one having potential advantages and pitfalls.  For example, how best should one improve customer engagement while increasing sales of products or services?

Here are seven things one should consider before publishing:

1. How Digestible Is the Content?

Readers today live busy lives and have shorter attention spans because of it.  Most folks prefer to receive information in tidbits or in neatly organized lists.  Because of this, you should strive to make your content as digestible as possible.  Start by using smaller paragraphs as well as formatting such as bullets and numbers whenever possible.  Cut down on superfluous information and try to make it where the newsletter can be read from start to finish in less than five minutes.

1. Is the Content Interesting?

Writing an Enewsletter for the sake of simply writing one is a disastrous strategy.  Instead the content should have a purpose.  Preferably, it should be something useful to the reader or information that can have an impact.  Give the reader something which they can really sink their teeth into and they’ll be back for more when the next issue is published.

1. Does the Content Engage the Reader?

So you have something that is interesting and easy to read?  But does it move the reader towards a specification?  While considerations for the reader must be accounted for, one should never lose sight of the real reason for sending a newsletter, to convert them into paying customers.  To do this, you must engage the reader by writing a clear, concise, and earnest manner that eventually leads to a call of action.

1. Have I Integrated Social Media With My Current Enewsletter?

Social media has been so important for the last few years when it comes to helping businesses to maintain contact with potential customers.  As a matter of fact, it is the perfect compliment to the newsletter.  For this reason, you should always include links to your company’s social pages so that more readers can become subscribers on those platforms as well.  It is just one more way of improving engagement and eventually leading to sales.

1. Did I Make the Subject Line Clear Enough?

The subject line is a very important feature that special attention must be given to when developing an Enewsletter.  Experts agree that you should include your company name in the Sender Line. This helps to create familiarity from one week to the next.  Beyond that, however, some hint of what is included for the reader should also be provided.  The key is to be honest yet enticing, which can be a bit of a balancing act.

1. Am I Sending Out Enewsletters Too Often?

Bombarding your readership with multiple publications each week will only increase the rate of unsubscribing and diminish the number of conversions and click-backs.  The reason for this is that readers can only take so much from one company before starting to feel cheated and spammed.  So don’t alienate the customers by contacting them too often. Instead, stick with a weekly or monthly schedule.

1. Is the Layout Consistent and Professional?

A company’s reliability and professionalism is often judged based on how their website and newsletters look.  This is a rather superficial way of doing things, but it just shows the power of graphics and imagery to sway the perception of the consumer.  It isn’t something you wish to fight against either.  Instead, embrace it and use it to your own advantage by using a professional quality Enewsletter template that will allow for you to better control the perception of your brand and increase sales from customers as the result.

ABOUT THE AUTHOR:

Bethesda Emedia Marketing is headed by David S. James, the founder and president. Bethesda Emedia works with list brokers and associations, publishers and business mailers to send out Email promotions. The company has been working with these types of clients for over 10 years. Among the Bethesda Emedia products and services are:  HTML Enewsletter templates, Full Service Enewsletters, Opt-in/Opt-out Management, CAN-Spam list management, drip marketing and more. Bethesda Emedia Marketing is a part of the Bethesda List Center, Inc.  Full information about Bethesda Emedia Marketing is available at http://bethesdaemediamarketing.com

Additional information about the Bethesda List Center, Inc., is available. The company specializes in business-to-business list management and brokerage. Additional services include Email Transmission Services. Details are at: