ending out a regular enewsletter to industry contacts and current and prospective clients is a great, inexpensive way of keeping in touch. Sending out a mass email is simple, but that doesn’t make assembling an enewsletter an easy task.
Here are the Do’s and Don’ts of enewsletters:
DON’T ramble. “Generally, people don’t want to read pages and pages about a company that they’ve already spent hours doing business with,” says Dana Marlowe, principal partner of Accessibility Partners LLC, an IT consulting firm in Washington, D.C. “We like to keep it relevant and short.” Marlowe says her company enewsletter is usually no more than four pages of information. But a good rule of thumb is to think about enewsletters you’ve read and how far into the text your eyes start to glaze over.
DO include links. It’s important to lead readers to where they can find more in-depth information. Linda Pophal, owner of Strategic Communications LLC, a public relations and communications firm based in Eau Claire, Wis., recommends keeping the enewsletter in paragraph blurb-format, and then including links that have more information, such as to your website or to a study you discussed. “It’s the beauty of online communication,” she says.
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