Getting started with your newsletter may seem like a daunting task, but if it’s done step by step, it’s well worth the time and effort. Initially, the creation process is the most time consuming. However, once you decide on a format, release schedule, and template, it’s just a matter of creating new content for each issue.
Here is a checklist to help you put together the pieces that will become your unique newsletter.
On the technical side of things, you will need to:
– Decide which email delivery system you will use to send your newsletter and set up an account. The two I use and recommend the most are ConstantContact or a shopping cart like Practice Pay Solutions. Do your research to determine what best suits your needs. ConstantContact is a good place to start if you prefer working with templates. If you know you’ll be selling products from your website and creating electronic products, such as e-courses, in the near future, choose a shopping cart that has e-commerce capabilities that you can activate when needed.
– Get the electronic files of the headshot you would like to use and your company logo. You may need to ask your photographer and graphic designer to send you these images.
– Compile your lists. Get to work organizing your contact lists (or send them to your assistant to do so). For import purposes, simply set up a spreadsheet in Excel with 3 headers; First Name, Last Name, and Email and sort your contacts accordingly, ready to upload to your chosen email delivery system.
Practical considerations:
– The type of content to include. For example, welcome message, article, advice, etc.
– The name of your newsletter. An important consideration when choosing a name is to convey what benefits your readers will derive from your newsletter. Google “newsletter titles” for ideas and inspiration.
– Prepare a publication schedule. Decide on the frequency (it’s good to start monthly), the day of the week, and the time of day.
The creative process is the fun part. First start by gathering samples of online newsletters that you like in various ways. Here are some things to consider:
– The general appearance.
– Color theme. Remember to bring your brand to your newsletter design.
– Design.
Remember:
*Permission-based marketing is essential. Whenever possible, invite contacts to sign up for your newsletter. Within the welcome note, let your readers know what they can expect from you each month, what benefits them as a subscriber, and clearly indicate how they can easily unsubscribe from your mailing list. That option should always be available.
*Be consistent. Once you have your publication schedule, you need to commit to sending out your newsletter as planned. People will expect to hear from you on a regular basis and if there is a lapse in your emails it can reflect negatively on your reliability in all aspects of your business.
Your website alone can’t help you develop the kind of ongoing relationship with your contacts that your newsletter will. Newsletters have a personal touch because they arrive in your prospects’ inbox. This type of communication is one of the best ways to position yourself as an expert and sell your services and products. Over time, newsletter publishing can change the way you do business for the better.