Developing
An Email Newsletter
by Art Fedich
Starting an email newsletter is easy. Maintaining and developing it into a
substantial benefit for your audience (your customers) is much more
difficult. There are many shabby email newsletters out there that are
nothing more than another promotional vehicle for the company that puts
them out.
However, it is unrealistic to believe that a company would spend the time to develop an email newsletter with no thoughts on increasing profits, and your readers will know this and expect some type of promotion.
What you have to do is balance valuable, informative content with minimum promotion to provide your audience with maximum value. Usually about 80% news and information content to 20% promotional content will do the trick. Next, focus on content that your readers will find valuable, and can use in their own endeavors.
Put yourself in your customer’s shoes and try to think of what information you would want. This will keep them interested in your newsletter time and again.