I\u2019m about to start something new \u2013 that\u2019s also something pretty darn old for small businesses. I\u2019m launching a newsletter, and you should have a newsletter for your small business, too. (If you\u2019d like to sign up for my newsletter, please go to www.RhondaAbrams.com)<\/p>\n
I\u2019m a big believer in newsletters for virtually all small businesses. Newsletters are having somewhat of a renaissance. Individuals are launching subscription-based newsletters to share their expertise, and some companies substitute newsletters for websites or social media.\u00a0 \u00a0<\/p>\n
Though my publishing company has had an email newsletter, I’m launching a more personal one that will enable me to engage closely with readers (I’d love to hear from you!). I’ll help small businesses keep up to date on successful business tips, provide detailed info on government programs and policies\u00a0and share insights into small-business pursuits and pleasures (including where to travel).<\/p>\n
Small-business owners: <\/strong>Here’s why you need an accountant even if you do your own taxes<\/span><\/p>\n I’ve been around small-business life so long that I remember when newsletters were actually printed. They’d come in the mail, have info relating to the company’s area of expertise\u00a0and would keep the small business’s name in front of its customers.<\/p>\n Email newsletters accomplish much of what old-fashioned print newsletters did. Do people get tired of email newsletters? Yes. Do people open only about one of every five they get from a business? Yes. Will some people unsubscribe? Yes.<\/p>\n But\u00a0will regular newsletter emails keep your name in front of prospects? Yes. Will they encourage some people to buy? Yes. Will they help people remember your name to give for referrals? Yes. Are emails fairly easy and cheap to do? Yes.<\/p>\n Thanks to a profusion of web-based email newsletter services, it’s easier and cheaper than ever. Some of them are even free for very small mailing lists. Here\u2019s a shortlist:<\/p>\n These automated online email newsletter services perform all the technical aspects of sending out your newsletter. They continually clean up your mailing list, deleting people who unsubscribe, evaluating any \u201cbounce backs.\u201d They\u2019ll give you links you can put on your website (and\/or others\u2019 websites), so people can sign up to receive your newsletter, making it easy to gather and maintain your mailing list. And they\u2019ll give you analytics, so you know what\u2019s working and what isn\u2019t.<\/p>\n If you launch an email newsletter:\u00a0<\/p>\n \u2022Give readers a reason to open it:\u00a0Include meaningful, useful content, discounts\u00a0or notices of sales.<\/p>\n \u2022Keep it relatively short. People have limited time. The recipient should get something valuable from your newsletter in less than a minute.<\/p>\n \u2022Send it regularly. Once a week, or once\/twice a month is ideal. Though some newsletters are daily, that’s a lot of work and will probably increase your “unsubscribed.”\u00a0Any less than quarterly, they’ll forget about you.<\/p>\n \u2022Make sure your subject line promises value to the reader. The value can be a financial incentive ($25 cashback) or, more likely, it can be information a reader might find useful (seven weight-loss tips).\u00a0 \u00a0\u00a0\u00a0<\/p>\n \u2022Avoid subject lines that will get you blocked. Spam filters block subject lines with words such as “free”\u00a0or dollar signs $$$ or all caps. Be careful or your mail won’t go through to the inbox folder.<\/p>\n \u2022Keep your branding. Make sure your company name is very visible. Use the same colors, fonts and taglines you use in the rest of your branding.\u00a0<\/p>\n \u2022Send it only to people who signed up. This is called \u201cOpt-In,\u201d and most newsletter services will send to an email list only if people signed up to receive it.<\/p>\n \u2022Provide an “unsubscribe”\u00a0option. This is required by law and embedded in newsletter services.<\/p>\n \u2022Give it personality. Though many \u2013 if not most \u2013 newsletters may have only product information, if you want to engage with readers, add a personal touch. Give a look behind the scenes of your company, or, as I\u2019m going to do, reflect on your personal experiences and expertise.<\/p>\n Email newsletters are an easy and inexpensive way to keep in touch with customers and prospects. Try it for your company \u2013 and please sign up for mine!<\/p>\n\n
Newsletter checklist<\/h2>\n