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Newsletter      

PURPOSE   Newsletters  are  a  great  way  to  generate  new  leads,  nurture  existing  leads,  maintain  relationships  with   current  customers  and  cross-­‐promote  other  marketing  initiatives.      

TYPICAL USE  

Newsletters  provide  an  ongoing  opportunity  to  market  to  customers  and  prospects.  They  must  convey   valuable  information  without  blatantly  selling,  but  valuable  content  can  lead  to  sales.  Companies  that  provide   content  that  their  market  desires  can  benefit  from  delivering  good  newsletters.    

TARGET AUDIENCE     Audience  type   (check  all  that  apply)    C-­‐levels      Technical          Creative  

 “Newbies”  

Implications for  your  campaign   Make  sure  the  email  is  short  and  benefit-­‐oriented;  the  offer  needs  to  be  compelling   for  a  C-­‐level  to  take  advantage  of  it     Make  sure  you  provide  detail  in  the  email  and  on  special  landing  pages  on  your   website   Make  sure  it’s  engaging  and  inspiring     If  the  topic  is  new  to  your  audience,  offer  additional  information  (framework,   definitions,  FAQ’s)     Naturally  your  current  customers  don’t  need  as  much  background  as  prospects,  but   don’t  forget  to  resell  them  on  key  benefits  

 Current   customers        When  you  focus  on  a  very  specific,  smaller  audience,  you’ll  do  a  far  better  job  of  designing  a  newsletter   which  provides  the  information  they  need  to  move  to  the  next  step  of  your  sales  process.     Describe  the  audience  in  more  detail  –  be  specific.                     What  data  is  important  in  helping  you  identify  members  of  this  audience?      

Sales Literature  &  Tools  „  Newsletter

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Will you  need  to  purchase/rent  a  list  or  modify/append  your  own  list  to  reach  this  audience?                 DELIVERY  FORMAT   (select  one)  

         

NOTES

Mail Insert  with  product   Handout   Email   Website  link  

    [Email  Marketing  can  help]   [Email  Marketing  can  help]  

NEWSLETTER  PLAN  

DETAILS

Frequency to  send     Type  of  content     #  of  articles  to  include     Who  will  write  the  articles?     Who  will  edit  the  articles?     Other      

         

PRINTING METHOD  

Choose  the  printing  method  that  works  best  for  your  updating  requirements:     SCENARIO  

PRINTING OPTIONS  

 In-­‐house:    Print  the  slicks  in  small  quantities  on  a  high-­‐quality  laser  or  inkjet  

Frequent updates   necessary  

printer.        Print  “shells”  that  can  be  customized.    The  “shell”  would  contain  your  logo,   contact  information,  and  a  border  design;  professionally  print  on  glossy  paper   (must  be  laser  or  inkjet-­‐compatible).    You  can  then  run  the  shell  through  your   own  printer  to  add  copy  as  you  need  it.      

Sales Literature  &  Tools  „  Newsletter

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SCENARIO Copy  is  updated   infrequently  or  you   need  very  large   quantities    

PRINTING OPTIONS  

 Professionally  print  the  slicks  as  you  would  any  other  piece  of  literature    

DESIGN &  COPY  

If  you’re  using  a  designer  to  create  your  template,  provide  a  creative  brief.  [Copywriting  &  Graphic  Design   and  Vendor  Selection  can  help]     Otherwise,  here  are  a  few  tips:     TIPS  

NOTES

Make sure  the  design  is  consistent  with  your     branding  requirements     Keep  it  clean  –  if  you  have  many  details,  don’t  squash     them  in  tiny  print;  add  pages  instead     Keep  the  writing  as  simple  as  possible  while  still     conveying  the  expertise  needed.    Jargon  is  more   acceptable  here,  but  it’s  still  important  to  use  as  few   words  as  possible,  active  tense  and  eliminate   redundancy.      

KEYS TO  SUCCESS     CONTENT  

NOTES

Deliver valuable  informational  content.   Your  audience  needs  to  find  it  valuable.    They  won’t   read  it  if  it’s  a  long  ad.     Use  a  consistent  design,  structure,  and  writing  style   from  issue  to  issue.      

BUILDING YOUR  SUBSCRIBER  LIST  

NOTES

Put a  prominent  icon  throughout  your  site  to   encourage  visitors  to  sign  up  for  your  newsletter.    Be   sure  to  explain  the  benefits  of  doing  so!    

Sales Literature  &  Tools  „  Newsletter

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Ask your  current  customers  if  they’d  like  to  receive   your  newsletter.     Promote  your  newsletter  throughout  all  your  existing   marketing  materials  –  create  a  simple  URL  for  people   to  sign  up.         Put  a  link  to  the  sign  up  in  the  signature  of  your   employees’  emails.     Make  sure  the  newsletter  offers  something  that’s   very  valuable  –  everyone  has  an  email  newsletter   and  hundreds  of  emails  in  their  inbox.    You  need  a   strong  hook  to  gain  interest  from  your  audience.     Do  a  joint  campaign  with  another  organization     Use  telemarketing,  direct  mail,  and/or  search   advertising  to  generate  interest  in  your  newsletter     Put  a  banner  ad  or  text  ad  in  the  email  newsletter  (or   on  the  website)  of  organizations  that  reach  your   target  market      

THE SIGNUP  PROCESS  

NOTES

Ask for  as  little  information  as  possible  when  they   sign  up.    You’ll  want  more  info  to  better  target  your   prospects,  but  you  could  obtain  that  info  on  the   screen  after  they  sign  up,  or  send  them  a  survey  in   the  “welcome”  email.     Make  your  privacy  policy  prominent  and  include  a   short  explanation  on  the  signup  page  –  your  readers   will  want  the  reassurance  that  their  information  is   completely  private.     Ask  for  their  email  twice  and  send  a  confirmation  to   make  sure  it’s  correct.    If  the  email  bounces,  call   them  to  update  it.        

 

Sales Literature  &  Tools  „  Newsletter

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Newsletter  

NYLON. | integrated advertising, digital & trade

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