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E-Newsletters Great for Content Marketing, Search Optimization

By Annie George

Posted on 20 Apr 11

E-Newsletters Great for Content Marketing, Search Optimization

In the our last issue, we touched upon ways to make your blog connect with customers, and how blogging helps to drive traffic to your site, get consumers engaged, and is a critical component of an effective online search and marketing strategy. E-newsletters are another really effective way to reach and stay in touch with customers, and should be part of your strategy.

The benefits of sending out an E-newsletter to your clients and prospects are numerous:

  • Promotes the reader to “opt-in” and builds permission to remarket: You’re asking your customers and potential customers for permission to keep in touch with them, encouraging repeat visits to your site.
  • Delivers new and updated content: It offers a disciplinary approach to keeping content fresh (in your customers’ email boxes and on your website), providing customers and prospects with announcements of new products/programs/ services, news items, hot topics, and tips that are relevant to the community and what you offer. And the search engines love content, content, and more content.
  • Encourages readers to share the information: Like knows like and people will share information you provide with friends, family, and colleagues that they feel is beneficial.
  • Uses link bait: Every article is an opportunity to create links, a great way to get Google juice with key words and phrases included in each feature. When an individual is searching for a specific topic or issue, your newsletter article will come up in the search engines, drawing even more traffic to your website. You can also syndicate your content to article submission sites for people to run or reference your articles within their E-newsletters, blogs, and websites. In doing so, they will link back to your website.
  • Provides additional avenues for calls-to-action: When people link to your website, you can include a call-to-action on each page that’s relevant to the subject matter in the article.

Tips on Making Your E-Newsletter Work

Following are some helpful tips when creating your E-newsletter:

  • Be sure subscribing is easy: Your E-newsletter subscription form should be easily accessible so your website or blog visitors can actually find it. The form should also be quick and easy to complete – provide email address and hit submit. And non-subscribing should also be easy to do.
  • Your subject line should be clear and consistent: This doesn't mean that you have to use the same e-mail subject line every time, but be sure you always include the name of your company and/or publication name so your readers know who is sending the E-newsletter.
  • Write headlines that make the reader want to know more: You can be clever, but be sure to be clear about what the article is about in your headlines.
  • Keep your articles short in e-newsletter page that is delivered: Bulleted lists help break up blocks of text and make the content easier to read.
  • Longer articles continue on the web: Make sure you link the bulk of the content from the E-newsletter to your website, with a “Read More” or “Continued” link. You want to generate traffic to your website.
  • Add helpful links in your articles: Include added value in your articles with links to relevant resources on the web. Add bits of information you feel is helpful to your readers (for example, we have an “EVENTS” section in this newsletter that includes upcoming conferences, workshops, seminars, and conventions, which are linked to each corresponding event websites). The more useful you can make your E-newsletter, the more likely your customers and potential customers will read what you’re sending.

Remember, to set up a frequency for the E-newsletter that you can manage, and focus on content that is relevant to your target markets.