News
 Marketing
with E-Newsletters
By Susan Greene
Looking for an inexpensive way to market your
products or services? While direct mail is an
effective marketing tool, a great follow up is an
e-mail newsletter, also called e-newsletters or e-zines.
What can an e-mail newsletter do for you?
E-newsletters cost less than direct mail and you
save on graphic design, printing and mailing costs.
Here are a series of questions and answers
frequently posed to e-newsletter copywriters:
What can an e-newsletter do for you?
• Keep your company name in front of the customer
• Position your company as the expert in your area
• Create brand recognition for your products
• Help you build a relationship with your prospects
and customers
• Generate sales for your business!
What should your e-newsletter contain?
• Information that is useful to the customer, as
opposed to just promotional for you
• Details about new or additional products or
services you offer
What tone should you use in your e-newsletter?
Write your e-newsletter copy in a friendly,
conversational voice. It’s okay to use first or
second person and to let your personality shine
through. After all, you’re trying to build a
relationship with the reader, a.k.a. potential
customer. Of course, be sure your copy sounds
professional and is error-free.
Does the e-newsletter need graphics or photos?
That depends on what you’re selling. Yes, if you can
show products or applications or present your
material in a more professional way. No, if
including those photos or graphics will
significantly slow down load time.
Should the e-newsletter be sent as part of an e-mail
or as an attachment?
Best if you can send it right within the e-mail.
Many people won’t bother to download an attachment.
Should you include links in your newsletter?
Sure, if the links are to your own web site or other
quality sites that are relevant and will provide the
reader with useful information.
Who should you send your e-newsletter to?
• Existing customers
• New customers
• Prospective customers
• Referral sources
• Relevant media that might reprint information from
your newsletter in their publication
How do you get subscribers?
• Have a sign-up form on your web site, preferably
on all pages. Keep it simple or people won’t sign up
• Offer a bonus for sign-ups such as a free e-book
or special report
• Include sign-ups in ads, direct mail, at trade
shows or any other marketing opportunity
• Submit informative articles to e-zines and include
links to your sign-up form
How often should you send out an e-newsletter?
At least monthly. Weekly is better but only if you
have good information.
What if you can’t write well or, even more
importantly, if writing the e-newsletter is not an
effective use of your time?
Hire a freelance e-newsletter copywriter. He or she
will be able to take your raw information either by
phone, e-mail or other research material and convert
it into an effective e-newsletter that brings in
dividends far in excess of the copywriting fee you
are being charged.
Susan Greene is
a freelance copywriter located in Orlando, Florida.
If you would like assistance with your writing
project or permission to reprint this article, visit
her website at
www.SusanGreeneCopywriter.com or
contact Susan at
susan@susangreenecopywriter.com,
(407) 578-5528.
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