With email hosting services like Hotmail getting much-talked-about upgrades which will allow for higher graphic and video content, now is a great time to talk about newsletters. We’ve mulled it over in this blog before, but online newsletters are quickly evolving to the Internet equivalent of the weekly magazine. The last few months have seen major newsletter makeovers that are elevating the often-misunderstood, less-than-effective marketing tool. Places like Target, Barnes & Noble, Zappos and, of course, Apple have brightly-colored, engaging newsletters that just won’t be ignored. Even smaller indie businesses are churning out newsletters to let their customers know what’s happening now and what’s up ahead. Just how do we achieve newsletter fabulousness, you ask?
First off, graphics are key. We are part of the “Ooh, look! It’s pretty and shiny!” society now, whether we like it or not. Newsletters need to jump off the page in order for folks to stop and read what you’ve worked so tirelessly on. This great little blog at Web Designer Depot shows off some terrific examples of Internet newsletters with the visual wow factor. Clearly, the goal is to have the newsletter tie in your overall vision incorporated in your advertisements, web site and social media pages. A strong, consistent look will let readers know immediately who it’s from and why they should keep reading.
The only thing more important than the look of your newsletter is its list of subscribers. After all, who cares how great it looks if you have no one to send it to? Rustling up subscribers doesn’t have to be arduous or painful. Just publicize the newsletter using email lists, social media and your website. Folks who know and love your brand will come running to your newsletter once they know it exists, especially if you follow our last bit of advice …
Make reading the newsletter worth their while. I personally always comb the Borders newsletter because nine times out of ten it contains some awesome coupon I would not otherwise have known about. Special offers and new releases will always make shoppers salivate, so including them in the newsletter is a no-brainer. Newsletters also are a fun way to offer a behind-the-scenes peek at your business. Office playlists, profiles and helpful articles can fill in spaces on your newsletter while deepening the connection your customers feel with your business and its employees.
So let’s hear from the readers themselves: What newsletter makes you wanna spend money and which ones put you to sleep? And if you’re looking for something else to nibble on, check out our delish newsletter here.
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