The Power Of The Email Newsletter

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It’s 2020, and email is still a thing. Most people can’t live without it. It’s a critical communication medium. I’d even hazard to say it’s a basic human right. That aside. With so many people on email, the newsletter is a great way to get more exposure for your business or organization.

A well crafted email newsletter can drive more business and revenue, it can help with branding and keep your company or organization top of mind.

With most people in their email quite a bit throughout the day, this is a great way to engage.

Choosing The Right Email Service Provider

When getting started with newsletters, there is a very important detail that must be addressed before sending that first email. The sender can not send a mass email via a normal email program. Well, let me rephrase that. You can, but it’s not advisable and in some places against the law.

What you need is an ESP (email service provider). There are tons out there. Here are a few:

  • AWeber
  • MailChimp
  • ConvertKit
  • ActiveCampaign
  • MailPoet (runs inside your WordPress system)
  • Constant Contact

Some ESPs have a free tier, while others have a low fee to start off. Regardless, sending through an ESP is how it needs to be done. In addition to staying on the right side of the law, using an ESP has advantages.

  • Analytics on your email
  • Fancy templates
  • Automations

I personally have used MailChimp, AWeber, Active Campaign, and I’m currently using MailPoet. All are good, you really need to pick one and try it out and see what works best for you.

What To Include In Your Email Newsletter

Okay, so I have you convinced that doing an newsletter for your business or organization is worthwhile, but what the heck do you write about.

With our clients at Goldstein Media, we advise them to provide good content over promotions. Now I’m not saying don’t promote, what I’m saying is provide good value way more than you promote.

Gary Vaynerchuk, in his book Jab, Jab, Jab, Right Hook, talks about the frequency of the “ASK.” As the title of his book eludes to, it’s all about good, useful content first then maybe every now and then an “ask.”

Here are some topics/formats you can go with for your newsletter:

  • A recent blog article you wrote
  • Links to useful articles and sites you’re curated
  • Commentary on a relevant discussion online

Really the possibilities for email newsletters are endless.

Beware Of The CAN-SPAM Act of 2003

I’m not making that name up. The CAN-SPAM Act of 2003 is a law in the United States, which makes it illegal to put anyone on your email list without their approval. There are similar laws outside the US, so getting approval from your readers is a good habit to be in.

Get Writing

With all this in mind. Email newsletter are a great way to get your company or organizations voice out to the masses and create awareness. There really isn’t a reason to not do one. So get writing.

Photo by Andrea Piacquadio from Pexels

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