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Launch Letters: E-Newsletter Magic

“Welcome to Our Newsletter!” How many times have your current or past employers welcomed customers to the first of what was touted to be a monthly or quarterly issue of your company’s premiere digital publication? It’s not a trick question, but it does make some of us think, “Oh yeah, whatever happened to it?”

You may recall there were promises made with expectations to deliver “news you can use,” that would make your customers’ lives easier and more profitable. However, just like the optimism and excitement of a first date, the second date often led to dashed hopes and disappointment. If published at all, subsequent issues were deployed whenever time permitted and communicated disappointing drumbeats of sell, sell, sell. To quote the legendary B.B. King, “The thrill is gone.” The promise to deliver value was squashed. Opportunity for engagement was one and done—badly.

Please don’t fret. Most assumed you would fail. Furthermore, they expected your pomposity. Your company’s gallant attempts to communicate value were relegated to the dumpster of broken promises, low expectations and “me too” follow-through as witnessed by the many competitive organs that came before yours.

Don’t be a victim of the dumpster. This column highlights ways to create e-newsletter magic.

Blast-off

• Set Objectives. Why do you wish to publish an e-newsletter? If the word “competitors” followed by the words “do it” is your reason, please stop reading. Dive into the dumpster now. You will fail. However, if any of your objectives include raising brand awareness, generating qualified leads, communicating expertise, as well as informing and educating on topics relevant to your customers, then read on!

• Commit to an Editorial Schedule. Even before you write the first syllable, you need to develop a plan that outlines the editorial focus with assigned articles for at least the first three (and preferably six) issues. It’s like developing a marketing and sales plan or a technology roadmap. Determine an established frequency and resolve to keep to it for at least 18 months.

To read the full version of this column which appeared in the February 2017 issue of The PCB Magazine, click here.