1. Use a software program that will distribute the newsletter in two formats: 1) HTML for individuals who can receive graphically-rich mail, and 2) text format that provides printed information without graphics.

2. Make it easy for subscribers to unsubscribe. Details should be included at the bottom of each newsletter.

3. Create an in-house editorial calendar to ensure that each issue is filled with tips and information that match the sale of your products and services. Tie each article or tip to corresponding items that they will purchase each month.

4. Ask for subscriber feedback by issuing a survey after six months of newsletters. Your survey will include questions about content, satisfaction level, usefulness, and new areas to be covered in future issues.

5. Code each newsletter link to track click-through rates and determine which articles and products/services subscribers want most.

6. Begin informing prospects and customers about your newsletter by adding a subscription box to each page of your Web site and mailing postcard notices. Also consider adding newsletter notification to your catalog.

7. Contract a writer/consultant with industry expertise to organize the newsletter, which includes creating articles and links, allowing you to concentrate on sales that come from the newsletter.

 

8. Decide on the newsletter’s rate of frequency and stay with this schedule so that subscribers will look forward to receiving your information.

9. Include a problem-solving Q&A column with every issue. This has proven to be one of most-important methods to increase subscriber, ensure that the newsletter is opened, and sell buyers on the products and services you offer.

10. Keep back issues available online within its own archive. The content will prove to be a valuable part of your company’s sales and marketing campaign.

Bonus tip: Use relevant photographs within each newsletter from your catalog or Web site. Visual stimulation increases a buyer’s interest and creates the urgency to buy.