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Utilizing Email Newsletters to Your Advantage


Email newsletters can be a great way to stay in contact with your customers and grow your business. It's also a crucial marketing tool for many online businesses, and if used correctly, a newsletter can give you a lot of repeat business. Here are some ways you can utilize email newsletters to your advantage.

Talk to Your Readers

The purpose of a newsletter is to grow relationships with readers on your mailing list, so they'll trust you enough to purchase from you. If your newsletter is cold and calculated in its tone, it's not going to be very effective. You should have a particular type of customer in mind when you write your newsletter, and write it to that person. Keep it warm and friendly, and let them know what your business is up to.

Provide Value to Your Readers

Include something in every email newsletter distribution that's so appealing to readers, they'll just have to sign up for it. This can be a coupon for one of your products, which can only be accessed through a hyper-link in the newsletter. It might be a free recipe. Maybe you have a special rate for newsletter subscribers, at specific times of the year.

Listen to Your Customers and Respond

What are the most common questions, concerns or fears that you hear from your day-to-day customers? If you keep hearing similar questions from your clients, it's obviously a piece of information they need. If you answer those common questions on a regular basis in your newsletter, it can go a long way towards gaining their trust. It also shows them that you're an expert in your field, and will make them want to hear from you on a regular basis.

Take Feedback from Your Readers

You can include a link to your email address in your newsletter, and ask them for feedback. What do your customers need? Your newsletter is a great way to invite feedback from clients in a non-threatening manner. You can either ask a direct question and invite them to answer it, or make it a more general invitation for them to respond to. Try to develop your mailing list into a two-way conversation as much as possible. If you know what they want and need, you can be better positioned to provide it.

Other Content You Should Include

In addition to the points above, here are some more ideas for things you should include in your email newsletters. First, link to other articles. If you maintain a blog as part of your business, link to posts that you've written. You can also link to important news or interesting items that are related to your products and services. Next, include short articles in the newsletter. These can be simple 100-word vignettes that are easy for your readers to skim. Include links to products or services that you sell. Finally, make sure there's at least one main article in every newsletter. This should be a feature article with a compelling topic for your clients.

The thing to remember about writing an email newsletter is that it doesn't have to be jam-packed with award-winning content. It's about building relationships with them, so you can serve them better. This will drive more repeat business to your website, and grow your business over time.


Daphne Mallory, Esq. is the co-owner of Mallory Writing Services and has written more than 100 articles helping home based business owners and entrepreneurs start and market their business. You can learn more about her here.

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