When I first speak to clients about the many benefits of publishing a regular e-Newsletter, one of the first things they want to talk about is the design. They want to discuss what colours they will use, how many and which images they should include and what design they should implement.
Although these elements are important they are NOWHERE near as important as the actual content/articles you will include!
I call it “Phaffing over design”.
Definition of Phaffing – Activity that looks (to the casual observer) like work but is not really all that productive, and in fact may be time wasting.
I politely ask them to “leave the design element alone for a moment”, while we discuss the content, stories, tips and information that will be included in their regular communication piece to their data base. Within minutes they are back on colours and pictures!
I can relate to this, as the creative side is certainly the fun part especially for us right-brained people. Design is an exciting part of setting up anything new but it is definitely not where you should focus most of your energy.
I have even seen clients delay sending out an e-Newsletters for weeks while they discuss/argue amongst their colleagues about the colours and pictures etc. This is totally counterproductive and believe me, no-one but you, will take that much notice let alone over analyse your design. If you are sending good quality content, with relevant and interesting articles you are far more likely to impress your target market, than having the best looking e-newsletter around.
Of course it needs to look professional and be congruent with your brand but your higher calling is to attract your target audience and turn them into followers, engagers, avid fans and ultimately customers. A regular e-Newsletter provides a perfect low cost platform for doing this but it is totally useless to you unless you actually write the thing and send it!
Sent regularly, your newsletter will expose you, your products or service to a lot of people for a very low cost but start sending rubbish, bore your readers and watch your unsubscribes roll in!
8 tips to help you get your email out there:
3 quick tips:
If you have any more tips on creating and sending e-newsletters I would love to hear them in the comment box below.
Happy content creating…. Remember, to the point, quality, fun, interesting = avid followers and buyers!
Kim McKee - founder of Kee Marketing.
Kim Is an experienced marketing consultant specialising in assisting companies develop cutting edge websites.
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