Newsletter
PURPOSE Newsletters are a great way to generate new leads, nurture existing leads, maintain relationships with current customers and cross-‐promote other marketing initiatives.
TYPICAL USE
Newsletters provide an ongoing opportunity to market to customers and prospects. They must convey valuable information without blatantly selling, but valuable content can lead to sales. Companies that provide content that their market desires can benefit from delivering good newsletters.
TARGET AUDIENCE Audience type (check all that apply) C-‐levels Technical Creative
“Newbies”
Implications for your campaign Make sure the email is short and benefit-‐oriented; the offer needs to be compelling for a C-‐level to take advantage of it Make sure you provide detail in the email and on special landing pages on your website Make sure it’s engaging and inspiring If the topic is new to your audience, offer additional information (framework, definitions, FAQ’s) Naturally your current customers don’t need as much background as prospects, but don’t forget to resell them on key benefits
Current customers When you focus on a very specific, smaller audience, you’ll do a far better job of designing a newsletter which provides the information they need to move to the next step of your sales process. Describe the audience in more detail – be specific. What data is important in helping you identify members of this audience?
Sales Literature & Tools Newsletter
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Will you need to purchase/rent a list or modify/append your own list to reach this audience? DELIVERY FORMAT (select one)
NOTES
Mail Insert with product Handout Email Website link
[Email Marketing can help] [Email Marketing can help]
NEWSLETTER PLAN
DETAILS
Frequency to send Type of content # of articles to include Who will write the articles? Who will edit the articles? Other
PRINTING METHOD
Choose the printing method that works best for your updating requirements: SCENARIO
PRINTING OPTIONS
In-‐house: Print the slicks in small quantities on a high-‐quality laser or inkjet
Frequent updates necessary
printer. Print “shells” that can be customized. The “shell” would contain your logo, contact information, and a border design; professionally print on glossy paper (must be laser or inkjet-‐compatible). You can then run the shell through your own printer to add copy as you need it.
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SCENARIO Copy is updated infrequently or you need very large quantities
PRINTING OPTIONS
Professionally print the slicks as you would any other piece of literature
DESIGN & COPY
If you’re using a designer to create your template, provide a creative brief. [Copywriting & Graphic Design and Vendor Selection can help] Otherwise, here are a few tips: TIPS
NOTES
Make sure the design is consistent with your branding requirements Keep it clean – if you have many details, don’t squash them in tiny print; add pages instead Keep the writing as simple as possible while still conveying the expertise needed. Jargon is more acceptable here, but it’s still important to use as few words as possible, active tense and eliminate redundancy.
KEYS TO SUCCESS CONTENT
NOTES
Deliver valuable informational content. Your audience needs to find it valuable. They won’t read it if it’s a long ad. Use a consistent design, structure, and writing style from issue to issue.
BUILDING YOUR SUBSCRIBER LIST
NOTES
Put a prominent icon throughout your site to encourage visitors to sign up for your newsletter. Be sure to explain the benefits of doing so!
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Ask your current customers if they’d like to receive your newsletter. Promote your newsletter throughout all your existing marketing materials – create a simple URL for people to sign up. Put a link to the sign up in the signature of your employees’ emails. Make sure the newsletter offers something that’s very valuable – everyone has an email newsletter and hundreds of emails in their inbox. You need a strong hook to gain interest from your audience. Do a joint campaign with another organization Use telemarketing, direct mail, and/or search advertising to generate interest in your newsletter Put a banner ad or text ad in the email newsletter (or on the website) of organizations that reach your target market
THE SIGNUP PROCESS
NOTES
Ask for as little information as possible when they sign up. You’ll want more info to better target your prospects, but you could obtain that info on the screen after they sign up, or send them a survey in the “welcome” email. Make your privacy policy prominent and include a short explanation on the signup page – your readers will want the reassurance that their information is completely private. Ask for their email twice and send a confirmation to make sure it’s correct. If the email bounces, call them to update it.
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