Building your e-newsletter list and actually getting it out a on a regular basis

[Author's note: Grab a cuppa joe. I went on a writing binge.]

Those of us who poke around the web looking for marketing ideas inevitably come across a lot of stuff about e-newsletters. They're an inexpensive way to keep in touch with your audience and build some buzz. They're also a neat way to help position yourself as an expert.

But, like most marketing techniques, there's a few tricks, not the least of which is finding some people who will read your brilliant prose. The first place to look is your email address book. Like, duh! The second place is your contact manager. You do have a contact manager application, right?

I was having lunch with a photographer I work with and help out with his studio marketing. Over a really good salad, we chatted about some ways to get the phone ringing. I suggested he start an e-newsletter. After lunch, we went back to the studio and got him set up with MailerMailer. MailerMailer is an online list manager. For a mere $29.95/month US, you can send out your newsletter to up to 20,000 eager souls. Not a bad deal. Plus, they handle all the backend stuff like the opt-in/out, stats and sending html or plain text versions, based on your subscriber's preferences. There are several other service like MailerMailer. ConstantContact and MyEmma are two other I use for various clients.

Alas, I digress. When we set up his MailerMailer account, I had Mr. Shooter send an email out to everybody in his address book, along with members of the local ad club. It's okay to send a one-time message to people you may not know very well. In this case, they were all members of the same group, so there was a common interest and connection. Be sure to state in the message that it's a one-time point of contact to let them know about the e-newsletter. We also gave them a description of what the content would be and how it would be of interest to them.

Then we clicked "send." Within 15 minutes, folks started to sign up. A lot of folks. My client was stunned.

Next, we put together the first newsletter. It contained some tips about working with a photographer and getting the most out of your shoot. We also showcased a few new images, along with some info about them. The format was like mini case studies. After we tested and proofed everything, we were ready to send out the premier edition. Click! Whoosh! And off it went on its merry way. Easy.

The next morning, Mr. Shooter Guy came into to the studio. On the voice mail was a message from a local university he'd been trying to land as a client for years. They had read his newsletter and wanted to hire him for a gig – a big gig that was worth several thousand dollars. Not a bad return on a $29.95 investment and a couple of hours.

Here's a few tips for creating your e-newsletter:

Sign up with a list manager like MailerMailer or MyEmma.
You can do a newsletter with your email application, but you won't usually be able to track your subscribers and the opt-in/out will need to be handled manually. The tracking stats enable you to gather a lot of info - who opened the newsletter (by name); when; how often; what they clicked on and such.

Also, these services have ready to go templates for the html challenged. It's as easy as copying and pasting to put the newsletter together.

Tell everybody.
Tell everybody you've ever met in your entire life about your e-newsletter. Make it a habit to ask folks you meet if they'd like to sign up. Nine times out of ten they'll say, "Sure." Also, be sure to include a "Please forward" in your newsletter. It will help to build your list.

Think up some good sign up questions.
The sign up forms from the list manager are a great way to gather info about your subscribers. All that's usually required is the subscriber's email address and their preference for either html or plain text messages. After you enter in your sign up questions, the list manager will generate the code you'll need to post on your sign up page on your site.

When I did my e-newsletter (which has been replaced by this here blog thingy), I was astounded that most people answered everything I asked. I asked for things like their name, address, phone number, site url, what type of design services they purchase and a few other things. So much for the idea that people won't give out their info on the net. If people perceive that the newsletter will help them do their job better, they're often more than happy to share some background with you.

Think tips.
Your content doesn't need to be lengthy (like my writing here :-). Short, useful tips and links to good articles work well.

Prepare your content in advance.
Generating content is the biggest stumbling block when it comes to doing newsletter. If you gather enough content for several editions, it makes it easier to follow through and actually get the sucker out on a regular basis. Perhaps take a few hours on a Saturday to gather tips, facts & figures, links to articles and such. Over a bit of time, you'll create a nifty library of good content to pop into your newsletter.

Ask and you shall receive.
Don't forget to ask your subscribers what they'd like to read and/or see in your newsletter. If you craft your newsletter based on subscriber feedback, you'll be in a better position to retain readers.

Include your contact info.
To comply with the CAN/SPAM Act in the US of A, you'll need to include your physical address somewhere in the newsletter. Sorry peoples, a P.O. Box won't cut it. It's also a good idea to include your phone, fax and email address. Who knows, somebody might actually want to contact you for a project since you're now such an expert in your field.

Okay. My fingers are tired now from typing, so I'll shut up. By the way, what type of content would you like to read about in my blog?

Until next time ...

Prospecting with postcards

Postcards are a handy and often inexpensive way to get your name out there and stay in touch. You can use them for a variety of things such as a first contact vehicle, announcing a move or a new service. Some folks like to use them as a leave behind or a follow up after a meeting.

I use a postcard campaign as an introduction to prospects I'd like to add to the 'ole client roster. Mine are oversized – 8.5" x 5.5" and printed full color on one side and black & white on the reverse side. The campaign consists of four postcards. I traded services with a local printer who I've worked with for several years. A barter deal like this might be just the ticket for you, too.

All I'm trying to do with the postcards is gain some name recognition. To accomplish that, I played off the fact that folks are always screwing up my surname. So, with tongue in cheek, I got together with my main writer guy and we came up with the copy. By the way, I also traded services with him. Gotta love it! Here's an image of the first one I send out. If you'd like to see the rest, just click here and you'll be whisked away to the group on my site.

I gather my prospect contact info and mail out one card each week for four weeks. I time the mailing so they'll receive them midweek. Mondays and Fridays are bad, since folks are getting over the weekend or looking forwardto it. During the fifth week I make a phone call to follow up and ask for an appointment to see if there's a good fit.

The trick here is to first prequalify the prospects as best you can. You'll do more qualifying when you follow up. Next, keep the mailing small for this type of campaign. I do these in groups of 20 - 25. I've learned that's about the most I can handle at a time for the follow up calls. Announcements and such can be larger, wide net mailings. For this type of campaign, it's important to remember that if you don't follow up you're potentially wasting your time and money.

This technique has worked pretty well for me. I also ask folks if I can add them to my contact list for e-mailed news releases and little ditties I send out periodically like links to articles, useful sites I find, etc.

For more info about the pleasures of postcarding, visit the Postcard Queen, Martha Retallick's site, Postcard Marketing Secrets. Martha offers up a boat load of resources and information to help get you on your way.