An eNewsletter is one of the most valuable marketing tools your business can develop in your arsenal. Discover why every business should have one, ideas to build your list, what kinds of content to include, and other cool details that your newsletter can incorporate as your business grows.

1. July 8 & 9, 2012
Julie Kittredge
Business Services Advisor

2. What is an e-newsletter?
 Publication that is regularly developed and
distributed by businesses, charitable organizations,
societies, clubs and religious bodies
 It’s distributed via email directly to your audience’s
inbox
 Effective way to maintain contact with your audience
 Can be used to promote products or services
 Can be used to establish your expertise in your
industry

3. Why does my business need one?
 It’s a direct line to the people who are interested in
what you have to offer
 It’s targeted
 They don’t have to come find you
 You can be very strategic
 Seasonal updates
 advance notice of events
 special disounts for subscribers only (perks of providing
their email to you)
 Can create anticipation for new branches of your
business based on their needs

4. Where do I start?
 Have an idea of how you will use it (content)
 Decide how often you will publish
 Start with creating an account using a newsletter
platform
 Mailchimp
 Constant Contact
 Aweber ($)

5. Subscriber rules:
 Customers must subscribe or “opt-in” on their own (this is law)
 Provide a sign up list in person
 Provide a link to your sign-up form on your website or blog – make
sure it’s prominent!
 Mass emailing without express permission is spamming (do not
use exhibitor lists or contact info from business cards collected at
a networking event)
 If a customer has done a paid transaction with you within the
last year, you may add them with a clear opportunity to
unsubscribe
 Make sure you send content within a reasonable amount of time
after they subscribe

6. Build your subscriber base.
 Include a link in your email signature, website, blog
 Offer a free e-book for signing up
 http://jordanmccollum.com/2012/12/set-up-email-
newsletter-freebie-mailchimp/
 http://blog.mailchimp.com/adding-file-attachments-to-
mailchimp-email-campaigns/
 http://blog.getresponse.com/email-list-building-
ideas.html

7. Code of Email Marketing
1. Build your email lists with explicit prior permission
2. Ensure that subscribers know what to expect before they subscribe – and deliver it
3. Never spam
4. Protect the privacy and data of your subscribers
5. Never purchase, trade, share or sell email addresses
6. Avoid misleading subject lines and false headers
7. Provide value and relevancy and inspire action with every message
8. Include one-click unsubscribe instructions in every message
9. Honor unsubscribe requests promptly
10. Remember that email marketing is about building relationships with subscribers
Credit: http://www.lsoft.com/resources/emailmarketingcode.asp

8. What should I include?
 Share upcoming events
 Share seasonal sales
 Link to a survey – gain valuable info about your audience, a
workshop, an event, your services, what they need, demographics, etc.
 Survey monkey
 Stories about your company
 Highlights from a recent event
 Tips and tricks that would be useful to your clients
 Make content exclusive so they feel special and want to stay subscribed.
 Give special discounts only to newsletter subscribers – reward loyalty
 Easy way to include hyperlinks to other resources
 Websites, online articles, links to blog posts
 E-commerce store like ebay, etsy, or self hosted shop
 http://www.jeffbullas.com/2013/07/02/the-power-of-simple-writing/

9. Getting organized
 Think ahead
 Create an editorial calendar
 Monthly
 Quarterly
 Determine content ahead of time
 Consider holidays, seasons, and upcoming events, small
business Saturday, small business week, self-proclaimed
business celebration weeks.
 Establish publishing deadlines

10. Tips for better open rates
Open Rate Ranges: what to expect
 From a low of about 8% open rate to a high of 45% open rate.
 The average open rates for decent enewsletters are mid- to high-teens.
 Monthly enewsletters average in the low 20% range.
 Daily enewsletters average in the mid-teens.
How Do I Improve My Enewsletter Open Rates?
 List quality (the #1 factor).
 Quality of the communication in general (appeal, brevity, relevance).
 Subject line/Headline.
 Frequency (the more frequent get opened less).
 The frequency of other promotional emails going to the same list.
Source: Contentmarketinginstitute.com

11. Creating great headlines
 Great headlines get opened
 “…your headlines should speak directly to your readers
and about your readers, and not about yourself” ~Jeff
Bullas
 http://michaelhyatt.com/headline-templates.html
 http://www.copyblogger.com/double-headline/
 http://www.jeffbullas.com/2013/03/21/they-begged-
me-not-to-write-this-twitter-headlines-to-change-
your-life/
 http://www.frogtownwebdesign.com/2008/07/27/5-
tips-for-great-newsletter-headlines/

12. Additional Links
 http://www.enterprisenation.com/blog/email-marketi
ng-pt1-five-reasons-to-have-an-email-newsletter/
 http://www.enterprisenation.com/blog/email-marketi
ng-pt2-what-should-you-put-in-your-newsletter/
 http://jordanmccollum.com/2012/12/set-up-email-new
sletter-freebie-mailchimp/