Newsletter Publicity Tips
A newsletter is an effective marketing tool. Marketed properly, newsletters catch attention and inform customers. This is especially true if a major event, such as company restructuring or corporate meeting, or consumer-interest events, such as an increase in inventory, is coming up on a business calendar. However, many consumers throw away a mailed newsletter or delete it from email. A company must produce a newsletter that consumers want to read.
Other People Are Reading
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Research
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Your company should research the best time to send out a newsletter. Research must indicate how much you want to communicate to your target audience. You do not want to send out a newsletter more than once a day, but you do not want to send a newsletter out infrequently. See how much response you receive by sending out newsletters daily, then weekly, then bi-weekly. Newsletter programs allow you to see how many people are clicking the links to the newsletter. This research will help you see how often you should send out the newsletter.
Marketing
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Make sure consumers have every opportunity to subscribe to your newsletter. Offer consumers the chance to write down their address or email address when they purchase goods or services from you. Focus on your regular customers to network the newsletter as well. That way, you know your most loyal customers are receiving the inside information concerning your company.
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Anticipation
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If the newsletter will be a weekly event, you can try to make each newsletter build up to the next. If an upcoming sales campaign is a month away, have the previous four to five newsletters discuss the "big event" coming up. Offer some details about the event, but make the event slightly ambiguous in each newsletter. That way, consumers cannot wait to read the upcoming newsletter to gain more information on the event.
Networking
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Besides sending the newsletter to subscribed customers, you should network the newsletter to increase publicity. If your company uses social media, offer followers on Facebook or Twitter access to the newsletter and a chance to subscribe. Have other companies that you work with network the newsletter. If there is a company that has always worked with you, that company can post aspects of the newsletter on its social media page or company website and link back to your newsletter. This helps increase the amount of people talking about your newsletter.
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References
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