I read a great blog post yesterday: To Newsletter or Not to Newsletter. It was a wonderful example of how great ActiveRain members are at really sharing their own experiences and tips with one another. Kristen's blog asked for advice on the kinds of newsletter content and sending strategies that have worked for others. She got a ton of advice.
After reading comments from many of the users I came up with the following commandments for an effective newsletter:
- Your efforts must be sustained and consistent.
"I think the key is consistency. I know colleagues of mine who send a pretty generic newsletter to their clients once/month. The comments back are the client loves the newsletter and likes to hear from them." - Paul McFadden
- It must contain a call to action.
- Snail mail or email - both work great.
"we did the paper newsletter to past clients for years (on a monthly basis), then we went to an e-mail newsletter and we didn't feel it affected the results" - Ellie Penaranda
- Ensure that it has strong branding.
"I believe it has been extremely helpful in keeping my name and contact information in front of my sphere." - Pam Sitterly
- What you say is less important than just saying something.
"Some of the content is canned, some we do monthly. Helps keep us in touch." - Gabe Sanders
- The work involved can deter you from using them.
"I don't send out newsletters. I think they do help you stay in touch with clients but they are a lot of work." - Clifford Johnson
- They can be overwhelmingly effective.
" I have had a lot of success with newsletters. Each one I set out generated at least one transaction. E-mail only!" - Brian Madigan
- Automation makes the process much easier.
"If you don't have automation tools available. Newsletters can be an arduous task if you let it, but very valuable if you do it right." - Nick Dailey
- Allow for Opting Out.
"We also allow our readers to sign up and/or remove themselves from our newsletter without our involvement too. We think this opt-in, opt-out feature increases our mailing list numbers." -Bill Pohl
- Don't give up.
"I believe, that the consistency is what is important. She didn't give up even though she got no leads for 18 long months. She stuck it out and it has paid off for her big time." - Tammie White
There's no secret about what it takes to build your referral business: FOLLOW UP and KEEP IN TOUCH. This is why Happy Grasshopper exists - to make it easy and automatic!
Good luck to everyone in the New Year. If you are looking to start a successful Keep In Touch campaign I would recommend you register for a free trial at Happy Grasshopper. It is an automated program that will make sending out a monthly communication painless.
Sign up today: http://happygrasshopper.com/sign-up