I thought I'd share my particular viewpoint on e-newsletters (EDMS). A few e-newsletters I've come across recently seem focussed on the client rather than the customer. There's a notion that the customer is interested in what they are doing, rather than what the ramifications of those 'doings' will have for them.

I guess if you are a famous personality... well yeah, that'll work.

Sorry, but it's not about you. Long winded rambles about how great your company is will only serve as a general anesthesia. An EDM should be for them, your valuable customers.

Wake them up instead! If you've got something to offer, then say it early on. If you don't have anything valuable to say, then maybe hold off until you do? They won't think you've gone out of business if you leave them alone for a month. Instead, they might get excited to hear from you as your EDMs are so cool and always have include great offers or new services.

Hey, hang on, you found this article, I didn't send it to you, so I can ramble on as much as I like. This is a blog with no rss feed or anything to annoy you on a continuing basis... for now.

Here's a few things to think about.

  • Keep it simple - Your customer’s time is precious
  • Give it a single objective and have a clear call to action (CTA)
  • Tell them what’s in it for them. Will it save them money?
  • Always link back to your website
  • Don’t bore them with your personal details and company history
  • Make it Easy to read. Short, punchy, use subheads and bullet points.
  • Keep it less than 300 words
  • Don't be a pushy salesperson
  • Use a conversational tone. Avoid abbreviations and slang
  • Put your most important offer/message first. This is more important due to smart phone use, where the offer may be too low to be noticed
  • May it a valuable communication, not another email to delete.

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