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Newsletter Strategy: Planning Your Content

Posted on September 13, 2005 by Sarah Eaton.

Via Marketing eYe, guest blogger and consultant Allan Katz talks about the 3 elements to a newsletter, in terms of content.  His elements are 1. News, 2. Selling, and 3. Article of Interest (including humor).

I like seeing what the other folks are saying about the newsletter biz, and these do seem to be the right pieces for a do-it-yourself or starter type of newsletter.  I also like Katz's recommendation to go light on the sales push.  But I would recommend strategizing beyond this. 

Reading is a leading indicator of future purchases; you need to think of that when you're determining the overarching goal for your newsletter, and the elements that make it up. 

Here's an example: What kind of news interests your audience?  Does the same news interest everyone in your audience?  No?  Then maybe you should think about list segmentation.  It's important to be relevant and timely, and in most cases, to position yourself as a thought leader--with articles that your readers are unlikely to find elsewhere in their world.

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September 13, 2005 in award winning blog, award winning magazine, award winning newsletter, Award winning publications, blog publish, Building B2B Relationships, Building Customer Community, Building Customer Intuition, bulk email marketing, business credibility, company blog, company magazine, company newsletter, company newsletter sample, Company newsletters, Company publication, create a newsletter | Permalink

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