By 
Are you having a “affairwith your customer? Having a relationship, and actually building that relationship to begin with, should be one of the most important tasks for your business.
Creating a regular email newsletter or ezine is one way to create and more importantly keep in touch with your customers or prospects. You have the opportunity to constantly remind them that you are out there and that you offer good value for money, because you are going to offer advice and information for free. You can’t get a better deal than that!
So, here are 8 key elements of a newsletter that should keep your readers happy, and more importantly, coming back to you when they’re ready to buy.
Be personal.
Even though you can send to many, you should write as if you’re really just talking to one of your customers. Write in a simple conversational style so your newsletter is easy to understand. Use bullet points and short sentences.
Offer value.
Your newsletter must consist of at least one main (and obviously useful) article that will be the backbone of the piece and then your readers will feel that they have value.
The article can be in a variety of formats: the most common include “how to” articles, lists of top tips or resources, reviews of products or services of interest to your readers; etc.
Use an introduction.
While you offer a helpful lead article, you can of course precede it with an introduction where you can give them a sense of your personality and let readers know what’s going on with you and your business.
You have more leeway to be direct and self-promote in this section because it is NOT your main content but a personal message from you to them.
Highlight your experience.
Have a small section with links to related articles you’ve written or been featured in, where applicable. This is a great opportunity for you to demonstrate your credibility and expertise, and at the same time is an additional useful resource for your reader.
Promote only after the main article.
Hopefully, once someone has read your lead article and is impressed, they’ll be open to learning what else you have to offer on the topic: white papers, e-books, courses, etc.
A good introduction for this is: “Did you like today’s article? If so, check out my… [report, e-book, course, etc.]… “
Show testimonials.
Obviously, if you can, add a testimonial from a customer to give further proof of credibility and make them feel comfortable to try your products or services. Whatever you do, don’t make it up! That’s not honest and probably illegal!
Remind them who you are.
At the end of your newsletter, it’s quite acceptable to tell your reader a bit more about yourself. You can give a brief description of yourself and what you have to offer your readers in general.
For example, a fictional newsletter editor might write the following…
Marketing consultant John A. Smith, “The Newsletter Man” has been writing newsletters and helping others do the same for 10 years and is the author of “Boost Your Business With News: 99 Secrets to Publishing and Promoting an e-Mail Newsletter That Getting results.
“It’s a step-by-step manual that guides you through the entire process. It’s available, along with many free articles online, at: [give your website here].”
Make special promotional announcements only occasionally.
Occasionally, you may send a purely promotional email to your reader list. However, don’t brazenly abuse this privilege by posting every other day about the latest and greatest. Keep them to a minimum and be selective.
Promote only what you really think is newsworthy or beneficial to your readers. Perhaps one of your specials is coming to an end, you need your readers’ “help,” or you’re offering a last-minute workshop and need to fill seats.
It’s important to continue to include your standard greeting, contact information, and unsubscribe information in your promotional emails; that way your readers will be familiar with the format and won’t be confused with spam.
So there you have it: the right way to structure and put together a newsletter that will engage your readers and allow you to build and maintain a long-term relationship with them.