Each month we look at a different area of marketing and write a checklist on the most important things you need to know about that topic. In our last checklist we spoke about blogging, content’s most popular tool right now. This month we’re honing in on something often seen as the unsung hero of marketing… email newsletters.

Have a look at the questions and points below and consider them when writing your next newsletter:

What types of newsletters can you write?

There are two primary types of email newsletters:

Internal newsletters are for employees and stakeholders, which means that the content tends to be firm-orientated, rather than industry focused and usually includes updates and summaries of the period since the last update.

External newsletters are client focused, with tips and news bites that are relevant and of interest to an audience outside of your firm. The content tends to include interesting, more visually appealing and digestible insight, to appeal to the reader and encourage them to read and interact.

Today’s checklist will focus on external email newsletters.

Why write an email newsletter? What are the benefits?

Writing a newsletter is a great way of keeping your investors, clients, prospects and employees up-to-date. It’s a news source that serves to educate your readers on what’s been going well in your firm since you last spoke to them.

Newsletters are a great way of promoting new initiatives and projects that you’re taking on. By subtly discussing new offerings and solutions, you’re able to market your firm without the reader even realising it. When done right, it’s a less intrusive way of developing a relationship with a potential client.

What should you include in an email newsletter?

  • A theme
    Having a theme will not only help you come up with content ideas, but it will help to engage your readers further, since they’ll have an idea of what they’ll get out of the email from the get-go.
  • A captivating introduction
    Often coming from a senior member of the team, an introduction should be punchy and to the point, outlining the topic of the newsletter and why it’s relevant.
  • Relevant and new content you’ve produced
    Consider adding in some blogs or other forms of content that you’ve written since last sending out your newsletter. It’s a great opportunity to promote your expert content to an audience who are interested in your firm and who might be interested in doing business with you.
  • A tip or learning point
    Client-facing newsletters should be informative–make sure your readers get something out of your content. We here at Propero include a ‘tip of the month’ or a learning point, that allows the reader to take something away with them after reading. It can also entice further interest in your firm and lead to client enquiries.
  • Industry or firm news
    Include a few industry news highlights or talk about recent wins at your own firm. Just remember that although it is a good idea to keep your database informed about your business, readers are interested in general industry insight–make sure you strike a healthy balance between the two.

What should you avoid when writing an email newsletter?

  • Too much writing
    There is nothing worse than a newsletter jammed packed with words. Break it up and try to make the piece easily digestible.
  • All about you
    Many firms are guilty of making their newsletters all about them. For an internal newsletter that’s ok, but for an external newsletter–that goes out to potential clients–the last thing THEY want to read is something exclusively about you. Vary the content, ensuring you talk about information your readers are genuinely interested in.
  • Too frequent
    There is nothing wrong with getting in touch once or twice a week with varied content such as blogs, personal emails etc., but avoid sending out a newsletter too often. If you send out a newsletter more than once a month, there has to be a lot happening in your industry to justify it!
  • Sporadic contact
    Some firms are guilty of random acts of marketing (RAM), which means they carry out ad hoc marketing activities–such as sending out newsletters sporadicly–without any real planning or intent. Projects like these keep the firm busy, but lack in concrete results. Instead of falling victim to RAM, establish a routine and send out a well-planned and results-driven newsletter at the same time every month to maintain consistency.

Many firms send out email newsletters, but lack the knowledge and strategic planning to produce one that actually benefits their firm. By doing something half way or without the appropriate skills, firms are wasting both time and resources that could be put to better use. If you want to save time and get enquiries whilst doing so, get in touch–a member of our senior team will be happy to talk you through the best way to optimise your firm’s newsletters so that it generates more interaction with your followers, and ultimately, better results!

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