We all receive online newsletters from a myriad of businesses vying for our attention.  Some are appreciated, some are considered ‘junk mail’. Before you jump on the bandwagon and create your own, it is always good to first ask yourself four questions.

1. Am I addressing my readers’ specific interests?

It’s an online newsletter. So, there’s no need to write long essays.

You do however, need to tailor your newsletters to specific interest groups. One way to do this is to ensure that your database system allows you to cherry pick different audiences for different topics. Some common ways to differentiate your readers include last contact date, product/service purchased, customer’s next purchase intention, previous objections, industry etc.

Using italics to illustrate some customized fields, here’s an example:-

“Dear John,

Since our last meeting in August 2008, we have launched a new online survey service that we believe will benefit your research needs. Here is a brief introduction…”

And remember to lay out talking points that would only need 5 minutes for your readers to go through. (Sometimes you might come to the conclusion that you are not be in a position to create content that’s worth your audience’s time. In such a case, refrain from creating an e-newsletter that is uninteresting or even worse, just a sales pitch.)

2. Do I have the time and resources to create good content that’s worth reading?

Do you have sufficient resources for research, validation of content and quotes, graphics, writing, basic programming, follow-up and evaluation?

Who are some credible external contributors to your e-newsletters whom you can rely on? Can your CEO dedicate some time to provide guidance on topics that are aligned with the company’s overall business plans? Where possible, try not to aggregate all the contents from other sources. Have your own point of view.

Create an editorial calendar, so you can determine the regularity of your e-newsletter and the resources required.

The copywriting style is also key. Write in a way that is succinct, clear and punchy.

Here are some other tips pertaining to the programming aspects.

• Ensure that your content and the way it is written works in both HTML and plain text formats. It should also be reformatted for output on office printers.
• Create word links to other pages of interest on your website.
• Remember to name your image files so that their contents can be read and known, even if the files cannot be downloaded.

3. Do I have a good system for feedback?

A good newsletter provides a call to action.

If readers contact you through your e-newsletter, ensure that you have someone who will respond within 24 hours. It is also useful to provide the person responsible with some response protocols to ensure new business leads are channeled to the right people.

4. How do I know if I am achieving my objectives?

Some companies are better at tracking the source of their new business than others, but this is a critical part of evaluating marketing ROI in general.

If you follow our advice to frequently link back to pages on your website, you will be able to evaluate how many people actually clicked on to those links for more information. Which topics interest them most? Have there been any sales inquiries from readers of your e-newsletter? Is there a pattern?

Here’s one final tip. Check that your e-mail delivery service provider ensures that your e-newsletter does not end up in the spam or junk box! Sometimes technology can fail even our best efforts.