What to Include in Enewsletters and Eflyers
Jon Bergan | ArticleBase
Have you ever noticed how Harvey Norman, Domayne, Bunnings Warehouse or just about any other major retail outlet sends out catalogues each month? Hell, if we take Bunnings for example, they’ve even gone one step further and called their standard catalogue a “dogalogue”. Sure, it’s unique but it’s memorable and the whole catalogue idea serves a very important purpose and that’s why they do it. It’s why everyone does it. It provides their current and potential customers with a complete list of popular products, items on sale and items reduced to clear. Wouldn’t you like to do the same but for a fraction of the cost? This is where eFlyers and eNewsletters come into play.
eFlyers and eNewsletters are the future of marketing. No longer do we have to fork out thousands of dollars to get in the faces of those we hope to attract business from. E-mail marketing allows us to target our prospects much more accurately whilst providing us with a cost effective yet highly successful marketing alternative to print or media-based campaigns.
Think of it this way. Just about every one of us checks our email at least once a day – some a lot more! Wouldn’t it be great if you had a cost effective means of popping up in everyone’s inbox once a month? The technology has finally reached a point where we can deliver brochure quality email messages to those who actually want to read it. These emails can include the same highlighted products found in catalogues sent out by the big players and ultimately have the same results – sales.
A good example of this is Borders Australia. Borders quickly understood the importance of eFlyers and eNewsletters to promote their latest books. Even though they have the financial backbone to easily produce catalogues, they choose to still publish eFlyers every few weeks. Each new customer that purchases a book from Borders usually provides their email address to the company. Thus their mailing list grows and grows and their online sales do also.
You’ve probably got a million newsletters in your own inbox. So what should your eNewsletter or flyer look like? What content should be included? What links should be included in the header, body and footer of the message?
The design should look and feel like your business. Try and imagine if your business had its own catalogue, magazine or brochure. What would you want this to look like? Your eNewsletter or eFlyer should resemble the answer to this question.
Once you have established the base design elements behind your eNewsletter or eFlyer, you need to determine what the theme for this newsletter/flyer will be. The theme should play a large role in the design as it is important to portray the theme via imagery so the reader can quickly grasp what this issue is about.
The one keyword to a successful eNewsletter or eFlyer is RELEVANCE. This small but utterly important point can play as the breakpoint between a newsletter worth reading and one that isn’t. How relevant is your content? Is it relevant to the audience you’re sending it to? Are they interested in the products or articles you have to offer them? If you answered no to any of these questions you need to quickly rethink your approach.
Secondly, the theme that you established in the design elements must now be portrayed in the content. If you’re having an Easter focused eFlyer, you may want the products to be focused around Easter. If you’re sending out an e-newsletter focused on e-commerce, such as the one this article was sent out in, you will want the other articles and products to focus on e-commerce. It’s all about consistency. Try not to send out eFlyers or eNewsletters that jump from theme to theme.