We have been polishing them for years, but in truth, Email Newsletters are still underexploited. They offer a simple path for you to consistently demonstrate your expertise, and the care you take in your communications.
By my observation, key to getting them done is that you make the process easy by planning your timing and content.
Timing: When you have agreed frequency (monthly or bi-monthly is right for most businesses) then work out the timelines you’ll need for copy, interviews, images, and approvals, and set deadlines for the content and delivery. Missing your schedule is like standing up a date – and it’s hard to get to 3rd base if you don’t hit first and second.
Content: Adding a theme to sit above each issue makes it easier, then each section can work into that. Each theme should work to support your overall business goals for the year ahead. For example, if your aim for 2011 is to get new clients, establish credibility, and emphasise your customer focus, then plan to intersperse two issues per theme, and you have six months content planning sorted.
Here are some ideas – copy and paste them into excel and add columns for your newsletters – to make your own content plan.
Email Design Requirements
Your email will have some content that is regular, so it’s a good idea to plan this out first so we/you can design around your ideas. Remember changes can be made as your needs change, and the modular style templates Jericho excels at can be flexible with sections left in or taken out as you like.
Top Section Ideas:
Navigation Bar w Links to Key Relevant areas of your Website
Personalised Greeting, e.g. Hi John
Static Index of Content/Sections (just a list of contents)
Bookmarks Index of Content/Sections (a list of contents that will drop to each article when they are clicked)
Introduction – Generic
Introduction – Dynamic (changes out automatically based on key fields like location, gender, client type, preferences)
Introduction – Personal note from ‘Leader’ e.g. with image/sig
Content Section Ideas:
N.B. all of these can also be dynamic (changes out automatically based on key fields like location, gender, client type, preferences)
Most Popular/Best selling
Us at Work – use a simple Case Study to show how you work with a client on a day to day basis
Bottom Section Ideas:
Logos of our Partners
Our Details – Address, Phone in email footer
Contact Us – link to website
Link to Join
Link to Subscribe (missing a link here means missing new subscribers who have received your newsletter from others via forwarding).
Share this email or part of the content, to your Social Network (SWYN) (read other ways to include your recipients social networks here) We have a descriptive diagram of how that works here)
Join us on Facebook, Twitter, etc.
As always we are here to help - if you want to look at some modular design examples or just great email campaign examples, ask us. There are 28 of us here and we ♥ email.