How you can create efficient, cost-effective e-mail newsletters

E-mail newsletters are quickly growing in popularity. They're easy to create, inexpensive to distribute, and they're "green": no paper trail! E-mail newsletters are an especially good tool for small businesses that want to establish a "big business" presence and better compete in the virtual marketplace. Here at NCET, we have found e-marketing in general to be a very cost-effective way to promote events, share news and distribute information about our many programs.

As with any type of marketing, there are some tricks to creating a successful e-mail newsletter campaign.

Audience:

The first thing you need to do is determine your target market the people/businesses you want to receive your e-newsletter. This list can include past, current and potential customers, business associates, trade groups, etc. You can build your e-mail list by inviting people to subscribe to your e-newsletter through your Web site, your print newsletter, your invoices, receipts and social media platforms. Many customers respond well to incentives, i.e., sign up for the newsletter, get a $10 gift certificate.

Creating your content:

If your newsletter is nothing but a blatant advertisement for your business, you can be sure no one will read beyond your first issue. On the flip side, you want your newsletter to be effective, so it's essential that you work in a call to action in a subtle, yet compelling way. The key is to provide information your audience is interested in reading, and slide your corporate message into the mix.

Examples:

A retail clothing outlet might create a newsletter with "Hot Fall Fashion Trends" as its topic. The newsletter could contain real, useful information on trends in the fashion world, while simultaneously reminding readers that their store carries many of the latest and most desirable couture, "specially priced through Friday."

A restaurant might provide an article on how to select an appropriate wine for different meals, or share a "secret recipe" readers can prepare at home. The same newsletter could remind readers about new additions to the menu, invite them to an exclusive event, or link directly to the reservations page.

A financial institution might provide information on how to apply for a home or car loan, how to improve a credit score, or how to plan for retirement. Links could then be inserted to the bank's own product pages.

Choosing your look:

You'll want your e-newsletter to be colorful, vibrant, easy to read and simple to use. Avoid rolling, flashing banners, intrusive advertisements or busy graphics. Remember that many people read their email via mobile devices, so make sure the format you choose for creating your newsletter is compatible with multiple media platforms.

When to send

Research shows that people most frequently check their e-mail in the morning when they arrive to work, and in the afternoon, when they return from lunch. It's also been established that e-mails sent first thing Monday morning or anytime on Friday have a lower chance of being read. A good formula: send your e-mail blast mid-week, mid-afternoon.

Using e-blast programs

Sending your e-mail newsletter out in a timely, reliable fashion is most easily accomplished by utilizing an "e-blast program." Many programs provide a bit of polish to your look, and allow you to track the effectiveness of your newsletter; how many people opened them, read them, acted on them, etc. Programs can also store your subscriber information and weed out non-functioning addresses.

Avoid "spamming" inboxes

No matter how compelling your content or how flashy your look, some people may simply not want to receive your e-newsletter. Always include information about how to "opt out" or "unsubscribe" to your newsletter.

Cross-promote your newsletter with your other marketing mediums

Your e-newsletter is as unique as your business. You can make the most out of your marketing platforms through cross-promotion: use your print collateral to direct people to your Web site; use your Web site as a tool to get visitors to subscribe to your newsletter; use your newsletter as an incentive to get people into your store.

E-newsletters may take a bit of time and research to establish, but once you have a solid format and a regular distribution plan, I believe you'll see the reward of embracing this electronic medium.

Dave Archer is chief executive officer of Nevada's Center for Entrepreneurship and Technology. Contact him through www.NCET.org.