Your written communications skills are critical to the success of your business. An important medium in which to develop them is your Emails. You can then take those writing skills and apply them to your marketing materials effectively.

All businesses require excellent writing skills and as a business owner, you will have many, many occasions in which your writing skills will make a world of difference in how effective your communications are and in how your messages are received and processed by others. It is essential that you understand your audience as well as you can. You are potentially targeting your written communications to more than one type of audience and whomever those people are and no matter what they do and where their interests lie, they will all react the same to your writing. If your written communications are effective and on the mark, they will have succeeded at touching your audience emotionally on some level as well as making your readers understand that you are there to solve their problems. There are several possible approaches to effective written communications.

• The simpler the better: Your readers will definitely appreciate your simplistic, clear and concise approach when it comes to communicating with them. This is particularly effective when it comes to Email communications. Using numbered lists of items is an excellent idea. Your readers will definitely appreciate it and they will retain the information easily. The reason that numbered lists work so well is that it keeps things extremely organized in the minds of your readers. It also makes it easy for the readers to refer to numbers in their Email response to you, if they wish to respond. The simple approach is also very effective when it comes to writing blog articles. People love to read lists for the same reason as was stated above. It keeps things organized in their minds. Your writing approach should always be whichever one is easiest for your audience and whichever one holds the interest and attention of your readers.
   
• Always give them a call-to-action: If you don’t give your readers a way to contact you after they have finished reading whatever you are sharing with them, the relationship will be over before it begins. If you give your readers something specific to do (in the form of some action), the chances are that they will do it willingly. It is a lot easier to gather valuable information from your readers by giving them a call-to-action than if you give them an open-ended question. That sort of question generally leaves too much to chance. Of course,  you need to decide beforehand exactly what you want your readers to do (connect with you on a specific social media channel, sign up for your newsletter, take you up on your offer for a free white paper, etc). When you make the request of them, make sure that you are clear in what you want and always use concise, easy-to-understand language.
   
• Always make sure that the content is appropriate: It is very important that your content touches your readers in enough of a way that they want more and that they get something positive from it. After all, you are not sharing your content for your benefit. You are sharing it for their benefit so that they learn something valuable and are enticed by what you are sharing. You should never intentionally “tease” your readers. The only time that this is really appropriate and effective is at the beginning of your blog article. The teaser paragraph in that situation serves a very distinct purpose. You need to make sure that you have a logical transition (or segue) from one paragraph to the next and your concepts within the writing should parallel the paragraphs in a specific order. It is very important that what you are trying to say is not only clear to you but to your readers as well. That is a very important part of effective writing.
   
• Always demonstrate professionalism: The quality of your writing should always demonstrate professionalism. You should always write in full sentences and read what you have written before you actually send it anywhere. It is very important that you think about what you want to write before you actually write it. Your readers will definitely appreciate it and it is critical to the success of your business. Writing in a professional manner doesn’t mean that you are not allowed to put your personality into it. In fact, giving it some “flavor” is highly recommended. Nobody wants to read boring content that has no personality. You can inject some humor as well as other attention-grabbing techniques into your writing. Your readers will be intrigued and they will want to read more and more of what you are writing.
   
• Always use the best medium possible: It is extremely important to know your audience and to really identify which means of communication works most effectively for them. The bottom line is that you want to communicate with them in the way that gets you the most effective response the most quickly. You should make sure to be open-minded enough to consider all sorts of communication media. It is up to you to choose the best one in every situation. Another positive effect that it will have if you customize your communications is that people will feel that they count in your eyes because you have made the effort to communicate with them in a special manner.

Conclusion

Your writing skills are critical to the success of your business. Email writing is very important as are the other types of online content that you share with your audience(s). You should never make the mistake of thinking that one is better (or more effective) than they other. Remember that your content marketing must be relevant and extremely valuable so that it engaging your readers and compels them to keep reading and interacting with you. The different types of content are both important in their own way and should be used at the right time and in the right place.

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When it comes to marketing to customers, especially through Emails, there is a solid concept behind which days are the most effective and why. Many people have different approaches and what works for one business may not work for another.

When it comes to Email, different groups of people read messages at different times, depending on the circumstances of that particular business. One that you must understand clearly is how your clients think and what their needs and wants are. If you truly understand them, you will be able to pinpoint the best time to send them Emails that you are confident they will read and respond to.

If you aren’t sure exactly when is the best time to send Emails to your clients, it is worth the investment of time to do some research to find out the optimal timing. Whichever days you determine are the most effective, make sure that you stick with those days consistently. If you happen to have a business that deals with clients exclusively online, this is even more critical. It is important to remember; however, that you may have to adjust your strategy along the way. Also, there are many factors that go into making your social media marketing campaign successful.

There are some useful tips that may help you to figure out your perfect formula when it comes to Email marketing to your clients.

Look at historical patterns

If you take a good look at your own business of the past, you will learn a great deal. If you want to really understand if your strategy is working, you should look at your own business experience and try to identify patterns and issues that occurred before.

Take advantage of tools

The analytics tools that are available online are extremely important for you. The tools will help you to identify the successes and failures after each Email blast. You can then take that information and customize your online Email marketing strategy accordingly.

Landing page

You want to be very specific when it comes to influencing your recipients in your Emails regarding where you want them to go next and what you want them to do. Of course, you need to make sure that your landing page is everything that it should be (both in design and functionality).

Emails during business hours

If your Emails are being sent to people who run their businesses during the week, your optimal days upon which to send them Emails are between Tuesday and Wednesday. You will want to steer clear of the days at the beginning and the end of the week (in general).

Emails to clients

If your Emails are going to clients, the best days to send them are Thursday through Sunday. The reason for this, of course, is because they are otherwise occupied during the week and won’t be able to concentrate on your Email.

Lapse time

You should find out if there is any lapse time from the hour that your Email is scheduled to go out until the time when your recipients actually receive it. That is an important thing to know.

Compartmentalizing your list

It is very important to divide your list into some sort of logical sections that work for you. It is critical that you reach each person on your list in the most effective way possible.

The personal touch

People love to be remembered. Even though you have a business relationship with the people to whom you are sending Emails, it doesn’t mean that you shouldn’t remember their special occasions (birthdays, anniversaries, etc). They will remember that you have been kind and considerate.

Give your recipients a choice

If you are in a position to allow your customers decide when they receive Emails from you, you should try to make that happen. It can make a very big difference in your rate of success.

Conclusion

Email marketing may seem random but there is a definitely well-thought-out method behind when the Emails are sent out to the list of people. If you try a certain approach and it doesn’t seem to be working the way that you would like it to work, try something else. At the very least, you want to get people to skim your Email enough to want to continue reading. If you focus your Email efforts properly, there won’t be any result that you can’t achieve. There is a science behind Email marketing but it isn’t necessarily an exact science.

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There are those who believe that social media has taken over the power and impact that Email once had when it comes to marketing. That is absolutely not true. In fact, social media and Email work extremely well together.

The reason behind the power: Everyone understands how Email works and what type of impact it has had on communication. Email marketing in and of itself is a really effective tool; however, if you combine Email and social media in your marketing campaign, you will immediately increase your ability to get your message out to a huge number of people in an extremely short amount of time. This will give you far more power when it comes to the effectiveness of your marketing campaign. You can add “share” buttons to your Emails, which will bring your recipients to the various social media channels of your choosing. This will allow your content to go way beyond your Email list. Another very positive effect that it will have is that it will spark a great deal more interest in other people when it comes to their being involved with you and your offerings.

Successfully combining social media and Email in your marketing campaign: It is critical for all business people to understand how to combine the two. It is important for you to remember that nowadays, you are not “talking at” your customers and prospective customers. Instead, you are interacting with that and your discussions are very much a two-way street. The human factor has become an integral part of your relationships with other people. Email is an extremely effective way of getting your message across and social media is the most effective way to spread what you are trying to convey. If you combine them, you will have a winning pair. In order to be successful, you need to listen to what other people are saying to you and you need to respond to them in live time.

Integrating social media and Email marketing: There are several ways to integrate the two, such as sharing your network. This link lets people who have gotten an Email from you share it with the members of their social media communities. Of course, this implies that those people will share the information, who will, in turn, share the information, etc. Before you realize it, your content has gone viral. It could do wonders for your online exposure, brand recognition, traffic generating, sales increase, and much more.

It is very important not to take for granted the idea that your Email recipients know what to do when they see a social media share button the Emails that they receive from  you. Make sure that your communication with them is as clear as possible. You should express to them precisely what you want them to do next. Also, make sure that you offer them a subscription that they can opt into. That is a great way to generate a lot of buzz.

WIIFM: It is extremely important to always put the other person’s needs above your own. Your main objective is to solve the other person’s problems. If you can do that, they will buy what you are selling without question.

Ensure that your social media channels are in tip-top shape: If you send someone an Email and you want them to connect with any of your social media channels, you better make sure that your social media channels have everything (within your profile) that needs to be there. Remember that people connect with you on a human level. That means that you must have all of your profiles filled in (including a professional photo, interesting information about your, etc).

Conclusion

There are many tools that exist today (some older and some newer) that, when used in tandem, are much more effective and successful than when they are used separately. Email and social media are two of those things. Separately, they are great. Together, they are dynamite!

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You may be wondering why you bother writing your eNewsletter every month and sending it to your list of recipients. Maybe more and more people unsubscribe each month. You may not understand why you need to continue to send it.

Your broader social media strategy

When it comes to your entire social media marketing strategy, an eNewsletter is an extremely important component and you will see that it is a positive contributor to the success of your business over time. One of the main reasons why eNewsletters are so important to your marketing strategy is that they generate leads. Once you succeed at getting people to opt-in (in other words, they make a conscious choice to give you their contact information), they have automatically given you permission to market to them. Your eNewsletter is an excellent vehicle for all of your wonderful content that you will  use to impact your readers and get them to, hopefully, eventually do business with you.

Why you need an eNewsletter

There are several reasons why you should be offering an eNewsletter to your readers:

• Staying in touch: An eNewsletter will help you to stay in contact with your clients. You can keep them informed of all that is happening with your business, including new products, new services, etc.
   
• Improving your relationships: Your consistent offerings will make people turn to you first when they need something. After all, you are the subject matter expert.
   
• Giving valuable tools to your clients: You can share helpful tips and tricks in your eNewsletter, which will enable your readers to become more successful in their own businesses.
   
• Providing additional data: The information that you offer in your eNewsletter will provide data that you can use when you want to promote your new offerings.
   
• Gaining attention: You can request that your clients share your eNewsletter with other people. The more attention your eNewsletter gains, the better it will be for you and your business.

What makes an amazing eNewsletter

As you are writing your newsletter, you should put a great deal of thought into the concepts that should be included and in a particular order.

• Establish your reason for writing the eNewsletter.
• Figure out what you want to say.
• Figure out how you want to say it.
• Figure out exactly how you are going to share it with other people.
• Figure out who will write it and how frequently you will distribute it.
• Be consistent and use the same template every time.
• Keep your language and the message that you wish to convey simple.
• Try to keep your eNewsletter to a maximum of 1000 words.
• Make sure that your articles create an interest in what you are trying to sell.
• Make sure that the information that you offer is useful to your readers.

So, now you want to know how to write an amazing eNewsletter. The immediate answer is content. The reason that people are willing to opt-in is because of your content. People need a really good reason (a reason that is really compelling) to open your eNewsletter. Your content must really grab them. Your content needs to satisfy their wants and needs (What’s In It For Me). From the marketing perspective, your content should offer valuable and educational information and it should not cost anything for the recipient. It is very important for you to constantly keep your target audience’s needs in mind when you are writing your content. It needs to fulfill at least some of their needs.

After you have shared your high-quality content, you can offer your audience promotions and/or some other incentives of interest. It is acceptable (and appropriate) to include some self-promotion with your promotions, as long as it is done in good taste. This offering will bring you closer to an eventual sale. If you don’t currently have an eNewsletter, you should seriously consider either writing one or having someone else write it for you. There are several companies (Mail Chimp, Constant Contact, to name a couple) that can provide you with a variety of possible templates for your newsletter.

Avoid spamming

It is extremely important that you don’t spam anyone with your eNewsletter. People will read your eNewsletter if they want to read it. It is their choice. If they don’t opt in, you are automatically spamming them. The most “invasive” that you can be is to ask them if they would like to receive a free copy of your eNewsletter and proceed to let them know what they will find in the eNewsletter. If they say yes, you can feel free to send it.

If include your eNewsletter in your social media marketing strategy, you will be able to follow up with your recipients and they will eventually turn into valuable and loyal clients.

Conclusion

eNewsletters are an integral part of your social media marketing strategy. As you consistently offer your readers content that is informative, educational, and compelling, they will look forward to reading about you and your business and you will be building trust and credibility over time. Another thing that is very appealing about an eNewsletter is that it is very inexpensive to produce and it won’t cost your readers anything either.The next thing you know. they will become loyal clients and they will continue to buy from you as well as telling their friends to do the same.

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Everyone has Email. People use Email many times throughout their work day. Email gives people important information and enables everyone to progress in their work. What do you do when you send an Email and then you wait and wait.

When you do get an Email response (after waiting a really long time sometimes), is it succinct and relevant to what you need or is it long and completely useless? When that happens, there is a good possibility that you won’t be able to make any progress in your work until you get the response that  you need.

It is possible that the way that you have worded your Email originally caused the response on the other side to be less than what you need. Your Email should never be phrased in a way that causes the reader to avoid answering you or ignoring what you are asking for. There are some ways in which you can avoid this issue and then you will get what you need from the person on the other end.

• Give a deadline: All people are deadline driven and time oriented. When considering the deadline to give, you should go with the shortest amount of time possible (within reason). Human beings never respond well to long deadlines. If they see that a deadline is generous and they are not compelled to start working right away because they feel that they have more time, they will procrastinate until the end of the time period. Psychologically, they will think that they have all of the time in the world. If, on the other hand, you give them a short deadline, it will nag at them and they will address it much more quickly because they will want to get it out of the way as soon as possible. It is also a good idea to put the deadline in bold type so that stands out very well for them. It is an excellent idea to follow up halfway into the time period (for example, if you have given them a deadline of 2 weeks, follow up 1 week after you have sent out the original Email).
   
• Short and sweet: The most effective Emails are the ones that are short and to the point. It is not a bad idea to use bullets for the important points that you want your recipient to pay attention to. If the Email is long, it won’t be read. If it isn’t read, you won’t get what you need. Your Emails should be short, to the point, and polite but firm. The tone of the Email is very important.
   
• Tell them what you want: Something that is obvious but that people seldom do when writing an Email is actually ask for a response. It should be understood but it actually shouldn’t be taken for granted because there are too many times when it doesn’t occur to the recipient that he or she has an obligation to respond. Your Email subject line should clearly and concisely state what you need. The information in your subject line should address the needs of the recipient, not just your needs. If you are unsure if you have successfully conveyed what you need to convey clearly in your subject line, use the first paragraph for the same purpose.
   
• Never put more than one recipient on your Email: If you need to send the same Email to several business associates, do it in separate Emails. If you have multiple recipients on the same Email, the recipients will not feel that they are as valued by you. You never want to give them that sort of impression. It is worth the effort of sending out however many duplicate Emails you need to because it is the correct and most appropriate way to behave. You will most likely get responses from the majority of the recipients.
   
• Send as few Emails as possible: When communicating through Emails, try to really make the ones that you send count. If people receive several Emails from you throughout the day, they will be less likely to take you seriously (kind of like the boy who cried “wolf”). Then, when you finally send the Email that is important and that requires a response that matters, you won’t get it.  Pick your Email “battles” carefully.

Conclusion

If you follow the tips that are suggested above, you will see that you will have greater success with your Email communications. Everyone is so busy throughout the day, the last thing that anyone wants is to waste time on Emails that don’t matter. Being considerate and discreet about how you are communicating through Email and how many you choose to send is critical to your relationship with the other person and  you will see positive results. On the other side, if you are waiting more than 2 days for an Email response, the other person is not behaving appropriately. If you build a strong and mutually considerate relationship, that should never be an issue. You should always respect each other and behave in a professional manner.

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3. SPAM: What it Is and How to Deal With It

We have all heard of SPAM and have all been on the receiving end of it. SPAM is an unsolicited, often commercial, message transmitted online as a mass mailing to a large number of recipients. So, what do we do?

The term “SPAM” comes from the CAN-SPAM Act of 2003. The law was the first one in the United States to establish national standards for sending commercial Email and requires that the Federal Trade Commission (FTC) enforce its provisions. The acronym stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act.

Many times, information that is shared online between businesses and their followers takes on a misunderstood intended meaning. There are many people who share valuable and informative information that is meant to educate and help others to overcome the challenges that they face in their own businesses. Instead of that being treasured and appreciated for what it is, the intention is misunderstood and other people become annoyed and resentful because, in their estimation, they are being exposed to too much information, find it annoying and start to declare it as SPAM.

It is definitely accurate to say that not all unsolicited materials that are distributed over the internet are spam. For example, if you have voluntarily given your Email address to a person or a business (in other words, you have opted in), you should not in any way feel that you are being spammed by those business owners. A good example of this type of Email communication would be a monthly newsletter, business proposal or some other type of message from those particular businesses.

The most important aspect of SPAM that negatively affects online recipients is that they feel that they are being bombarded with information. It is information that is coming in large volume and great frequency. Another aspect is when people start to receive the same content multiple times.

What to do about SPAM

You can’t really prevent SPAM from reaching you altogether; however, there are things that you can do that minimize how much SPAM you receive.

• Email addresses: First and foremost, you should not post your Email addresses on public forums, newsgroups, chat rooms or websites. Unless you really want to be inundated with a great deal of information that you don’t want or need, this should be the golden rule to follow when it comes to your online presence.
   
• Opening messages: There are many tools and filters available that will stop SPAM mail from reaching you. For example, Yahoo provides several options to help you. You are able to choose all of the Email messages that you think might be SPAM and click on the “SPAM” button. Once you have done that, those types of messages will no longer come to you. You will not see them in your inbox.
   
• Don’t reply: If you have any suspicion that an Email receive by you is SPAM, the worst thing that you can do is to reply to that Email. Sometimes, the message appears to be inane but in actuality, it is not. Many times, you will have received a message and you have the option to unsubscribe. When you do that, you are proving to the spammer that you exist. If you are pretty sure from the subject line that the Email is SPAM, you should delete it without opening it at all.
   
• Don’t click on any links in a spam Email: Because spammers many times have several unique pages on their websites, when you click on a link in the SPAM Email that they have sent to you, it gives them a clear message that you (and only you) have received the message that he or she sent to you.
   
• Never forward an Email from someone whom you don’t know to a list of other people: The classic example of this is the chain Email. This is a perfect way for spammers to get their hands on new lists of people to harass.
   
• Never use your home or business Email address: When you are registering on a website for some service or a giveaway, always use a free Email address, such as Hotmail or Yahoo to create an address that will only be used for that purpose.
   
• Think before you join: Before you decide to join an online list of any kind, you need to make sure that the owner of the list has no intentions of selling your contact information to anyone else. Check to see if you are able to opt out of receiving unsolicited Email from that website. A good way to know for sure is if you read the website’s privacy policy.
   
• Preview your messages: Most Email programs allow you to preview all of your Email messages before you actually open them. In Outlook, go to the View menu and select Preview Pane. Once that is turned on, whenever you want to preview a message, single click on it and you will see the preview.
   
• Use a SPAM filter: There are several decent SPAM filters, such as spamBayes for Windows (which is a part of TechSoup’s Free Downloads section and won’t cost you anything)
   
• Set your privacy settings correctly: You will want to make sure that the privacy settings don’t allow you to receive any solicitation from other websites in your Email profiles. If and when you sign up for free Email accounts, make sure to uncheck the preselected choices that you don’t want.

Conclusion

Although SPAM is a very large annoyance to everyone, it is a way of life in this era of technology. Because everyone will continue to stay connected and will become even more entrenched in all things electronic going forward, we need to find the most effective way to live with what we have and do it in the most intelligent and effective way possible to make sure that it doesn’t cause any real damage.

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Email marketing is a very cost-effective way to communicate. If you use it correctly, your business will benefit. When you market via Email, you need to comply with federal regulations that affect all commercial enterprises.

The federal regulation to which you, as a business owner, must adhere is the CAN-SPAM Controlling the Assault of Non-Solicited Pornography and Marketing Act. The law was enacted in 2003.

This law was created because companies were being abusive by getting involved with unsolicited and spam-unwanted Email that was flooding people’s inboxes. The law stipulates the following:

• False or misleading header information is banned. Your Email’s “From,” “To” and routing information, including the originating Email address and domain name, must be accurate and must identify the originator of the Email
• Deceptive subject lines are prohibited. The subject line is not allowed to mislead the recipient with regard to the subject matter or contents of the message
• Your Email must offer recipients an opt-out method. You are obligated to provide a return Email address or some other Internet-based response mechanism, which will allow a recipient to request that you not send any additional messages to that Email address. You are obligated to honor those requests. You may create choices to allow the recipient to opt out of specific types of messages and you must include an option to stop any commercial messages originating from the sender
• Commercial Email needs to be identified as an advertisement and must include the sender’s legitimate physical postal address. Your message must contain conspicuous and clear notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving further commercial Emails from you. It must also include your legitimate physical postal address.

You should understand that every violation of the CAN-SPAM law is subject to fines up to $11,000. Commercial Email that is deceptive or misleading is also subject to the laws that ban misleading or false advertising.

With that said, you should find a way to use Email marketing to its maximum potential. There are existing services and programs that are tailored to marketers of all sizes. For example, Constant Contact is CAN-SPAM compliant. Constant Contact is a Web-based Email marketing solution that has been specifically designed for small- and medium-sized companies.

The two most important terms that you need to understand in Email marketing are “opt in,” which is when a person gives permission to you to include his or her Email address in any Email solicitation. The second term is “opt out,” which is when the same individual chooses to remove his or her name from any Email solicitation.

Some of the reasons that you should get involved in Email marketing are to build your opt-in Email list, to analyze your Email program, to segment your Email list, and to integrate your Email marketing with other on- and offline communication methods.

Some effective ways that you can build an opt-in Email list

• Have 3×5 cards or a sign-in book near your cash register with a sign asking customers to join your Email list. You will have to enter the information manually
• If you have a website, create a customized form for people to fill out online. The data will be kept in a database. This is the best way to save a substantial amount of money because you get the customer to enter the information
• If someone buys something from your business, ask them for Email and contact information
• Create a VIP club
• If you go to a restaurant, leave a postcard on the table with your check
• On your Website, create a link that will bring the visitor to a data entry form such as Constant Contact

With regard to segmenting your Email list, you should target only those people who will be most likely to connect with your Email content. Of equal importance is that you don’t want your customers to think that you are inundating their inboxes with uninteresting solicitations. Always remember that your recipients have the right to opt out, if they choose. Make sure that you have their interests and needs in mind when you reach out to them through your Email marketing campaign.

When analyzing your Email program, remember that the program needs to be based on Return on Investment (ROI). You should choose your communication method based n how much money you earned relative to your investment. Some of the more popular communications methods are Email marketing, direct mail, newspapers, free-standing inserts, radio, direct-response television, text messaging, and search engines.

Many small- to medium-sized businesses don’t market effectively. All marketing results need to be tracked, analyzed, and stored on a database. The most efficient way to identify each response is to code the advertisement when it is being created and by requesting a source code for the response.

What you will be analyzing is the effectiveness of each program. Make sure that you keep an eye on the source code, promotion, type of advertising, advertising data, cost for the ad, and how many people were involved.

If you are diligent about doing what we have discussed in this article, you will increase the success of your business and be more effective at giving your customers exactly what they need and want.

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Email newsletters with the customer in mind provide valuable, informative and helpful information. A newsletter is a very effective marketing tool. It assists customers in meeting their objectives and it increases the profitability of your business.

Please remember; however, that your customers will not be the only people to read your newsletter. Your competitors will also read it. With that in mind, make sure that you are careful not to put information into your newsletter that you wouldn’t want your competitors to get their hands on.

When considering how to make your newsletter effective, keep in mind that repetition of information is a good thing, as long as you are not the one who is doing the repeating. You should get your customers to write about your goods and services, highlighting benefits and key features. Whenever possible, encourage them to use metrics. Using metrics is a very solid and successful method of demonstrating the high quality of your offering.

A customers-only section in your newsletter

This section will allow customers to get answers to their “How do I” questions easily and quickly. You should provide a thorough index and a way for the customers to easily search by specific products or topics.

Your focus should be on helping your customers to make use of your products to their full potential. Your newsletter can highlight products and services that you choose, offer testimonials, include a “Tricks and Tips” column and address customer service questions in a frequently asked questions (FAQ) section. Remember to get approval from your customers before you send them updates and product information.

Attract new customers through your free informational newsletter

You should mail your newsletter to all those who sign up on your website, even if they aren’t customers. The newsletter will provide valuable information to comparison shoppers as well as supplying useful information to your customers and your competitor’s customers. Additionally, your newsletter can address questions that don’t necessarily apply to customers, such as general questions regarding your area of expertise and questions related to products and services.

Have a clear understanding of who is reading your newsletter

Focus your content on the needs and wants of your readers. You can generate content by using online information-gathering research services.

Keep your newsletter focused on your customers’ needs, not yours

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