Smaller companies should consider email newsletters
June 05, 2012
When companies are just starting out and leaders haven't made that many business connections, it can be hard to market, especially on a restricted budget. Sending creative, informative and thought-provoking email newsletters may be a great way for firms to get their message out to consumers and begin building a loyal customer base on a variety of mediums.
Cheap and relatively easy to begin, having an email marketing campaign may be easy on both the busy business owner and his or her finance software. Advertisers should follow a few simple steps when sending email newsletters.
Generate interesting content
Producing new content should be the focus of every newsletter, according to Entrepreneur Magazine. The topics featured in an email must be thought-provoking but not overly controversial, the source said, and result in the brand being kept on the minds of consumers.
Entrepreneur also reported marketers need to stay apprised of content that potential patrons would be interested in. An easy way to do this could be to frequent conversations on the company's Twitter or Facebook page. Emails should be somewhat interactive and catalyze communications between the firm and the message recipients.
According to Small Business Computing, it is important for marketers to remember not to make the email solely about the company. This can be one of the biggest factors that cause a consumer to opt out of receiving any further emails from a firm or result in the communication to be sent straight to the trash folder.
Email marketing expert Eric Groves told Small Business Computing the messages should be geared toward building lasting relationships and instill confidence in the reader. The communications will need to be informative rather than promotional to appeal to a customer, the source said, and should appeal to the recipient.
Abide by the rules
Small business owners who have advertised in any way may be familiar with the CAN-SPAM Act, which regulates all electronic mail messages, whether directed toward consumers or fellow company leaders. There are seven facets of the law, and the violation of any by either the company or anyone representing it could result in fines of up to $16,000, according to the Bureau of Consumer Protection.
The rules detailed in the legislation basically center around staying honest in emails. All header information, from the sender line to the subject field, must be accurate and represent the content featured in the body of the message. Contact information must also be included in the communication, as well as opt-out information. All requests to discontinue messages from the company must be followed within 10 business days.