1. Timing
Your newsletter should be like clockwork. Whether you send
it out daily, weekly or monthly, you want the timing to the same each time.
Just like the evening news, a consistent schedule conveys the message that you
and your business are trustworthy.
By sticking to a schedule, your newsletter also serves as a
friendly and regular reminder to your clients that you’re ready to serve them.
It’s not unusual that you will get an inquiry or a sale shortly after sending
one out. Be sure to pick a schedule you can maintain, and make sending it out a
habit.
2. Format
The content in your newsletter will vary, but the structure
should stay the same. Imagine how confusing and reader-unfriendly it would be
if the newspaper moved content around, putting the classifieds section on the
front page and the news buried inside!
Like consistent timing, a standard format will help build
reader loyalty. Different readers will enjoy different features of your
newsletter, for example, your personal letter or special offer. They might like
to skip ahead to a certain section each time they open your email. When you
create a familiar structure for each issue, you make it user friendly.
Header, colors and section titles are part of your
newsletter format and they should remain steady, too. It’s OK to add some fun
elements for holidays or special occasions, but try to stay as close as
possible to your format.
3. Message
Finally, your newsletter should have a consistent brand
message. Each time your client reads your email, he or she should “recognise”
your voice. Think of a newsletter as having a one-way conversation with your
customers. Its words allow them to get to know and trust you. The voice should
also mimic the voice in your blog and on your website.
Only include information that represents your brand and
company mission. It’s OK to include personal stories. Just make sure what
you’re sharing doesn't contradict your company values.
When your newsletter maintains a level of consistency, you
build a relationship as well as trust with your readers – the two most
important things a business owner can have.
For more information on how CFL Marketing can help with your
email marketing campaigns, please log onto www.cflmarketing.co.uk or call 01225 782669
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