Give your e-newsletters a reason for living

13th August 2009 | Posted in Small business

So the received wisdom is that you need to keep in touch with your customers. If you’re sending out e-newsletter they should drop into mailboxes on a regular basis.

But my plea is that you only say something when you’ve got something to say. And that something has to be a something that your readers have a chance of caring about.

Here’s an example. Using events as a hook to hang some promotion is not a bad idea at all. High days and holidays, present for the teacher, back to school – even anniversaries of the customer’s first purchase – are all common themes. And they work particularly well if they include a special offer linked to the event. Last week I received a new one – send chocolates to celebrate exam success. That I liked, because even though it was too late for my son’s university results, it was a good idea.

On the other hand, also in the inbox was one of those “Hey, we’ve redesigned our web site – come and take a look”. Why would I? I don’t remember doing business with these people. I’m not sure I ever visited their old web site. Bottom line – what’s in it for me?

Same with news about office moves, new members of staff and indeed anything corporate. If I am simply a consumer of goods and not a shareholder, I just don’t care. And filling up my inbox with useless information is a very negative behaviour.

My advice then, as a newsletter recipient and writer, is – don’t say anything if you have nothing to say.

Leave a Reply

Get in touch

For more information please contact me using any of the details below

    Okay We use cookies to give you the best online experience. By using our website you agree to our use of cookies in accordance with our cookie policy.