For many tea companies, the email newsletter has been a critical tool for communicating with and maintaining a relationship with customers. These documents promote products, share information about the company and its people, and more than anything, attempt to grab attention in a sea of inbox clutter.
Electronic newsletters have, in many cases, replaced print mailers for a number of reasons. The first is cost. Electronic newsletters are significantly less expensive to produce than print and they can be sent to an unlimited number of customers. They are fast – instantly communicating time-sensitive information. They also provide you with a better way to track response. Analytical tools allow senders to see who is opening the document, how long he is reading for, and whether or not he clicked a link that resulted in a later sale.
Remember, getting customers to read isn’t your real goal. You want them to read so that they can eventually be converted to customers. You should be thinking about how to use your newsletter to encourage people to share their information with you (name, address, email), to sign up to receive regular communications, to request information, and to share your information with others. You want to provide information that creates more educated customers. Share information about your products that encourages them to explore your product line and try something new. Get them to spend time on your website. Link! Link! Link!
But how do you make sure that your email newsletter stands out from the crowd?
- CONTENT IS KING. No matter what, you must focus on content. You need to prove that you are excited about what you do and that you are knowledgeable about tea.
- Look at the newsletters you read. Why do you open them? Which ones do you like? Are you scanning for certain information when you look at them? What do you see in the subject line that makes you click in the first place.
- Keep the subject line short, but with enough to make it something customers want to open.
- Send it from an actual person who writes an introductory note, rather than a generic corporate email address.
- The tone should be accessible and conversational. No lectures here and PLEASE check spelling and grammar. Use bullets and make it easy to skim.
- Use images but keep them small and do not embed them. They should sit on your server and be linked to the newsletter with code. Otherwise the file will be too large for your readers.
- Consider adding “extras” like video which helps your company feel accessible and personal
- Establish an editorial calendar that plans out the information you will provide in a way that supports your business’s sales strategies.
- Whenever possible, include a call to action.
- Always end with an “About Us” so customers are sure they know who you are.
In the future we’ll talk more about the actual content — what works and what doesn’t.
What do you find brings the best response to your electronic newsletters?
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Tea Biz serves a core audience of beverage professionals in the belief that insightful journalism informs business decision making. Tea Biz reports what matters along the entire supply chain, emphasizing trustworthy sources and sound market research while discarding fluff and ignoring puffery.