CLIENT RELATIONSHIP Evans speaks of the value of using “omnichannel”
communications for the newsletter content. Te news- letter can be emailed, featured on a website, sent in printed form with other communications through the mail and featured across social media platforms. Marketing professionals can help ascertain how an
email newsletter campaign is playing out for customer acquisition and retention through analytics such as open rates and click rates. Evans utilizes A/B testing, which is a user experience
research methodology to determine how the messaging is resonating with the audience. “With print, it’s a little less obvious” she says. “You
might have some kind of promotion or something you can link to in order to see if people are responding to your messaging. If you’re posting on social media, you can look at click rates. It’s a good way to evaluate if a newsletter is worth the time and energy.” Te actual production of a newsletter depends on the
cadence of the messaging, such as weekly, monthly or other time frames. As for planning topics, says Evans, aim for that which provides the most value to a compa- ny’s current and potential customer base. In terms of the work and planning that needs to go into a newsletter, “don’t assume a newsletter can be done
Remind your customers about upcoming services and specials, and make it easy for them to contact you aſter reading.
by anyone with a computer and social media account,” says Hamburger. “I strongly advise starting with a pro- fessional person to lay out and design a great look for you, and use a freelance writer for those first new issues or when you are ready to change up what has already been used.” “Tink of your newsletter as a resume,” says Ham-
burger. “Your investment in a newsletter when spent well can attract a significant increase in business and help support sales teams. Determine the budget and don’t start at zero.”
Carol Brzozowski is a freelance writer with a specialty in environmen- tal journalism based in Coral Springs, Florida. She can be reached at
brzozowski.carol@
gmail.com.
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